In an interview with The Irish Times, Sony Computer Entertainment Ireland managing director Niall O'Hanrahan has adopted a more unassuming tone than many recent Sony executives, indicating that "We would never say we cannot fail".
O’Hanrahan admitted that Sony faces serious competition in the next generation console race and that the PlayStation 3 is not guaranteed to be the market leader. "We have a marketing challenge from now until launch. This is not a done deal. It will require a lot of effort from us," he suggested.
His comments were not necessarily directed at the Xbox 360 or Wii, though, with O’Hanrahan indicating that the resurgence in PC gaming seen at the recent E3 expo and the increasing popularity of mobile media players could also pose a serious threat to Sony’s domination of the video games marketplace.