Sony's Ray Maguire

Oh God, yeah. You try it, because once you've tried it you'll say, 'Yep, OK, I understand this now.' That's what people will have to do, get their hands on the product and make the decision that there's definitely life in 3D.

You'll have to go to E3 and find out.

No. Will there be a lot of 3D development? Yes, but I don't think we'll ever mandate anything. Creativity is about creativity, and you can be creative in whatever format you like, for whatever genre you like. Putting handcuffs on people is never the way Sony's been - we're all about innovation and trying new things.

Having said that, because we are about innovation, there will probably be a disproportionate amount of 3D development within our own studios.

I firmly believe that by the end of the show, we will see where we're going as an industry. There is major innovation, without a doubt, and that innovation has got to come through as good product. The tech platforms are getting better and better, we've got a vibrant future and it's all about creativity.

No.

You might think this is just a stock answer, but I firmly believe the PS3 was way over-specced when it came out at launch, as people thought then. We're now finding the vision of putting all that into the box in the first place is coming to fruition. The ability to do decent 3D, for instance, is only because of the processing power within it.

You've seen the device transition from being games-focused into something broader, with the firmware updates and the additions to the cross-media bar. It's transitioned massively over the last three years and you can see why we put the tech in there in the first place.

Obviously, the Slim has helped us get the price down a bit, and that's helped to get it into more of a mass market. But fundamentally, you are getting a lot of stuff in the PS3 for the money - and we haven't seen all of it yet.

When you do the analysis, yes, some of our competitors have been really successful. Appealing to a potentially smaller market at a lower price is a great strategy, and it's worked particularly well for one of our competitors.

However, when you then look at two years of massive decline, you wonder whether saturation in one part of the marketplace is as good as having a slower burn to enable a device to appeal to everyone in a mass market. That's the position we took with PSone and PS2 and the strategy worked with those two. We've already sold way over three-and-a-half million PS3 units now and we have yet to reach a mass-market price point.

So I think our strategy is correct. It gives developers the ability to create without being limited. And now we can switch on 3D without having to create a new machine.

The same argument would have been levelled at introducing a £425 PS3. The answer is, people do want new technology. There are always early adopters of technology; the same people who bought iPads are the same people who will buy 3D TVs. People crave the next experience. That's how we're programmed - we want bigger, better, deeper experiences. One of the ways to get those is by relying on companies like Sony to put R&D into technology and innovation.