Sony's Shuhei Yoshida

We have already done the camera-only solution, and we are still doing it, like EyePet - you can do very interesting, amazing things with just the camera. But with the camera-only solution, there are certain limits we all know about. By combining the already-existing camera technology with advanced sensors internally, I think we are trying to hit the right balance of cost and the features.

Yeah. I think we're still going for cutting edge in terms of what we can do.

The thinking was that with the development of PSPgo, as we decided to add the digital-only solution, of course the big question is how to deliver content to this new device. The infrastructure of the internet gets better and more and more people have decent broadband speed, but still UMD can hold more than 1GB, and lots of our games have already hit the maximum limit, so the user experience of downloading 1GB game to PSPgo is not ideal. We wanted to send a message that you don't necessarily have to use all the content to the capacity of the media, you can create more content and sell for cheaper price. Apple has proven that there are lots of people willing to try things out if it's very easy to download and an affordable price.

So this is more about targeting and positioning of contents for the PSP platform than the technical aspect of things. Still developers use the same toolkit - and we did lower the price of PSP toolkit to help make the entry barrier lower. We are also working on some process improvements so that when the game is made it's an easier experience for developers to get the game out on the market. We are still working on that side.

I don't think we've announced that. [One of our fleet of PR chaperones interjects: "No, we're going to be announcing the price closer to launch, but it will be competitive."]

The price points talked about sounds right [laughs] for consumers and expectations.

We are still in discussion on what we can do.

I think it's the right step forward, and especially we wanted to make the PlayStation 3 a bit more alive-feeling, something you want to boot up every day and see what's going on.

As you said, there are more and more contents on the PSN store, so you may miss something that might be very relevant to you - the games you're playing every day, new content might have just appeared, but is buried in the layer of menus on the store. So things like 'What's New' are trying to customise the experience so what you do gets reflected in what you see the next day.

We are taking one step at a time to make it a bit more manageable and make it easier for consumers to navigate through.

I think we have the fundamentals in there, so the approach we are taking is to make managing your digital content easier in terms of how you get it and how you move it from PS3 to PSP. We are also updating the Media Go software to manage your PSP products. Definitely there's no [claim that] this is the ultimate user interface for the PS3, but the incremental approach that we are taking I think is the right way to go.

Well, sometimes the most creative products give the biggest financial success, so we are very optimistic that when we take a chance, we take a chance on something we totally believe in.

We know that not everything we bet on will be successful, but we are very lucky to be able to work with very creative people like David Cage's group or Media Molecule, so as long as we see the developer has a vision and also the keen and tenacity to get things really done, we will continue to support them.