Sony: We're Not Creating An Artificial PlayStation 4 Shortage
Here's the business theory:
You withhold a product or a service in order to purposely make it scarce. The result is that consumers believe if something is hard to get, it must be good 'cuz everyone keeps buying it and it's always unavailable. It has been known to happen before, but SCEA boss Jack Tretton says Sony is not utilizing any such practice with the PlayStation 4.
Speaking during the latest PlayStation Blogcast, Tretton addressed the popular idea that Sony has created an artificial shortage of PS4 units:
"Do you create an artificial shortage because you want there to be a feeding frenzy? No you don't. You have competition out there; there are lots of things that people can spend money on, especially during the holidays; and the holidays only come around once a year so that's really when you want to take advantage of the market opportunity."
Therefore, Sony isn't purposely limiting the supply of PS4s; Tretton said the reason retailers are sold out is simply because you need time to manufacture and ship more systems. For example, he said it took "months" to produce the first 2 million consoles that have already been sold worldwide. Tretton did say that more PS4s will be coming in at the end of the holiday season, and another allotment is scheduled to hit shelves in the first quarter of 2014 (January - March).
Oh, and he also said he gave up his PS4 so it could be sold. That's why he still currently doesn't own a PS4. ...but we have this feeling that if Jack Tretton really wanted one, he could find a way to get one. Just sayin'.
12/16/2013 11:21:45 AM Ben Dutka