SANFRANCISCO—ThelatestincarnationofSonyCorp.’sPlayStation3reduceshardwareandmanufacturingcoststonearthebreakevenpointonthevideogameconsole,accordingtoateardownanalysisperformedbymarketresearchfirmiSuppliCorp.
Thenew120-GbyteharddiskdriveversionofthePS3,releasedinSeptember,carriesacombinedbillofmaterialsandmanufacturing/testcostof$336.27,accordingtoiSuppli.Atanewretailpriceof$299,thelatestversioncomesclosertobreakingeventhananypreviousversionoftheproduct,iSuppisaid.
“SincetheintroductionofthePlayStation3inlate2006,Sonyhassubsidizedthepriceofeveryconsolesold,adeficitthecompanyhasmadeupforwithgamesalesandroyalties,”saidAndrewRassweiler,directorandprincipalanalystofteardownservicesforiSuppli,inastatement.
RassweileraddedthatSonyhasaggressivelydesignedoutcostswitheachnewrevision.
Still,Sonyistakingalossof$31.27oneachsaleofthePS3intheU.S.,iSupplinoted.Butthefirm’steardownanalysisservicesdeterminedthethattheprevious-generationPS3soldfor$49.72lessthanitsmanufacturingandmaterialscost,basedonpricingfromOctober2008.
Nearprofitability’tippingpoint’
ISupplisaidtheU.S.priceforPS3likelyissomewhatlowerthanoverallworldwideaverage.Ongoingreductionsincomponentpricingwillcausethematerialscosttodeclinesignificantlyin2010,thefirmsaid.
“Inlightofthesefactors,thePlayStation3probablyisalreadyatornearthetippingpointforprofitability,”Rassweilersaid.
AccordingtoSony,440,000PlayStation3consolesweresoldintheU.S.duringthe”BlackFriday”weekofNov.29,arecordfortheproduct.
ThelatestgenerationPS3issignificantlyrevisedfrompreviousversions,accordingtoiSuppli.Themajorchangesinvolvetheuseoflessexpensivesemiconductors,ageneralredesignoftheproductandareductioninthenumberofcomponentsintheconsole,thefirmsaid.
Thenewversionemployschipsmanufacturedatthe65-and45-nmtechnologynodes,iSupplisaid.Itfeaturesapproximately2,568components,downfrom4,048intheoriginalversion,iSupplisaid.
TheNvidiaRealitySynthesizerremainsthemostexpensivechipinthePlayStation3,at$45.82,iSupplisaid.Butthat’sa21percentdeclinefromtheRealityEngineemployedinthepreviousversionofthePlayStation3hardware,basedonpricinginOctober2008,thefirmsaid.ISupplisaiditbelievesSonyisemployinga65-nmpart,comparedtothe90-nmpartusedintheinitialversionofthePlayStation3inOctober2006.
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