PSPgo - Sony's plan for its new handheld

Yes, we've been trying to change that over this year as well. At the end of last year we ran a 'whole world in your hands' campaign for PSP 3000 and that was very much functionality-led. We told people you can watch movies on it, you can take photos with it, you can store your music on it and everything. And I think PSPgo is even more so because you do want it in consumer's minds that it can do all those things as well and that makes it even better than an iPhone, I think. So we are pushing all those elements as well.

I think we are. I think the iPhone has opened up that sort of market, almost like social gaming on the go. Also I think that people are used to downloading things now - it's becoming the norm, whereas I don't think we could have launched PSPgo a couple of years ago because everyone would have found it far too daunting, the fact that you had to download everything. But now it seems that it's quite normal to download things, and it seems like the perfect time to launch something like this.

I think that one of the criticisms that PSP has had over the last couple of years is that we didn't have the gaming support behind us, which I think has really reversed in the last year and a half because I've been doing marketing deals with lots of third-parties to support big titles like Harry Potter and Monster Hunter with Capcom. But I think in making sure that never happens again, that you don't get that sort of lag and that you get people excited with the new console as well, that it's positive for everyone.

They've been really excited about it, especially with the Minis as well I think that some of the smaller development studios are really excited about that. Obviously maybe they couldn't [create games] for it before because they didn't have the resources, but now they can get really excited about it.

It could be. I think we're quite lucky we're launching two months before Christmas - I think that'll really help boost sales. With the campaign as well that we've gone for it's quite targeted. I think we'll see the early adaptors, the gamers, the technology guys getting into it first and I think it'll sell quite strongly prior to Christmas. Then you always have a bit of a lag in January and maybe you'll see at the start of the new financial year, next year, it pick up again with a wider audience I imagine. That's when we'll start talking about other entertainment functionalities as well.

I'm not really sure because I don't know what the development team was working on. But I know that this is what they've offered us at the moment. I don't know whether there are any plans for the future for them to do it. We'll announce it if something comes about.