SCEE (Sony Computer Entertainment Europe) CEO claims that the new controller was not a last minute project but was indeed planned for for the past 2 years.

“We’ve had a positive reaction to the controller and obviously some people have asked if it’s a last minute thing,” said Reeves. “It’s not – it’s been planned for around two and a half years.”

More interesting even, is the fact that Sony isn’t interested of holding the highest market share on console sales:

“We want to try and double digital entertainment in the next five to six years. Whether we have 40, 50, or 60 per cent market share is not that important.”

Perhaps this is because regardless of which console you buy, you will need an HD television, and currently Sony’s HD TVs are selling pretty nicely. Or perhaps they just don’t care about being in the market, as long as they’re making profit.

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