Andrew House

I think there's a factor there that I've worked on with a fair amount of the Hollywood studios - I think we're getting to a point where the content providers, as well as the manufacturers, are realising that if you want to access HD movies you've got to build the model around consumer choice and flexibility. If you want high-def movies and you are a download person - that's the way you want to consume - you've got to have an offering for that. For those that, like me, build movie collections and want to build to own, then Blu-ray is obviously the perfect alternative there. I think one can help cross-promote the other - they're not mutually exclusive - and I think that folks like ourselves that have the advantage of a sister company that is a Hollywood movie studio are starting to work those things out. But it's a different, new world for all of us. I come from a consumer marketing background and my mantra is always that you won't go far wrong if you're looking for consumer choice and consumer flexibility.

No, I don't think so. We felt right from the start that GBP 249 needed to be the price point. The issue as always is that you have to balance the cost savings that you're able to achieve, how you're able to pass that onto the consumer, and then for us the exchange rate regimen that we're operating within. We took all of those factors into account and did what I hope is the best job for the British consumer that we could.

I really don't want to get into the segmentation within the business. When we look at it from the financial standpoint, we look at the business holistically. We look at all aspects - peripherals, hardware, first-party content, third-party royalty stream, everything together. One thing that I can say there, that was actually in Sony's financials a few months ago, was that on a gross margin basis the games segment overall has achieved profitability. That's something we're proud of, we're headed in the right direction. Clearly we need to still work very hard on making sure that the PS3 is a consumer driver for Sony, while at the same time it's a profitability driver. That's the goal.