News \ Architect behind the PlayStation has been told to power down

Ken Kutaragi, The chief architect of Sony's flagship PlayStation game console has announced that he will retire from his position as Chairman and Chief Executive of Sony Computer Entertainment.

Kutaragi, 56, an icon among gamers, will step down as Sony Computer Entertainment's chairman and group chief executive, Tokyo-based Sony said.

He will be replaced by Kazuo Hirai, who is now president and chief operating officer of the division.

In December, Kutaragi was relieved of day-to-day responsibilities as president of the video game unit but stayed on as its chief executive and chairman.

Kutaragi's most recent brainchild, the PlayStation 3 console, came out in November but was marred by embarrassing production shortages and a $US600 ($A720) price tag that some Sony fans said was too steep.

The unit was released in Australia in March with a $999.95 price tag.

For the past several months, Sony has resorted to giving away free game titles and other marketing gimmicks to spur sales.

Sony has also struggled to expand beyond the young, male demographic of so-called "hardcore" gamers.

Investors have been grumbling for several quarters that Sony has failed to attract women, young children and older gamers to its products, and its market share has shrunk as a result.

In November, the Welsh-born executive - the first foreign-born chief executive of a major Japanese electronics company - demoted Kutaragi by stripping him of day-to-day management responsibilities.

Sony executives would not comment beyond a news release that said the company would continue to seek Kutaragi's input and ideas from a broad perspective.

The retirement of Kutaragi - dubbed the Gutenberg of Video Games by Time Magazine in 2004 - will be effective June 19.

After that, he'll be honorary chairman of the entertainment division and will serve as Stringer's senior technology adviser.

Although Kutaragi will remain an adviser, some US gaming experts said the retirement may have been a face-saving firing and an effort by Stringer to recover from the botched PS3 launch.

"Sony had too much hype and not enough delivery," Billy Pidgeon, games analyst for the research firm IDC, said of the PS3.

"Sony didn't notice that their audience was dwindling and didn't increase the base by playing to a wider demographic, and instead it played the old-school game of playing to the 18- to 32-year-old male early adopter."

The shake-up in the video-game division comes amid broader problems for Sony.

The nadir came in October, when Sony executives had to apologise for the humiliating recall of 9.6 million lithium-ion laptop batteries worldwide.

For years, PlayStation sales buoyed the company while commodity electronics limped along with razor-thin profit margins.

When the PS3 came out, the high price and paucity of cool games to accompany it prompted consumers to avoid or postpone buying the console.

Submitted by MrMoo 27 Apr 2007 3

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http://www.brisbanetimes.com.au/news/games/playstation-architect-hangs-up-his-console/2007/04/27/117