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Sony says it's 'absolutely too soon for a Vita price cut'

Platform holder's "laser focus is to increase content" on the handheld

Sony has ruled out an imminent PS Vita price cut.

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Asked whether it's too early to slash the handheld's price, Sony Worldwide Studios president Shuhei Yoshida told Eurogamer: "Oh, absolutely. From the value for money standpoint, we think we have a good price for what the system is. And our priority is to achieve the potential through more games and services."

The executive added: "Of course people who are looking to buy are also talking about the price of PS Vita, especially when they have to buy a memory card as well.

"That's something we have to spend time to cost reduce and address in the future. But now, our laser focus is to increase the content and to realise the potential of the system."

Sony recently announced a limited-time Vita price cut of 50 Euros (£40) in France.

Company CEO Kaz Hirai revealed in May that worldwide Vita sales stood at 1.8 million units at the end of the company's financial year on March 31, 2012, almost four months after the handheld's release.

He called it a "good start", but acknowledged that "software and services must be strengthened" if the company's to hit its targets for the current business year, which include ten million Vita sales.

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