This was what we were aware of while developing the new models, more than anything else. We wanted to maintain one image of the PSP® platform, all the while being a member of the PlayStation® family. We wanted to provide hardware that had the sense that each belongs to one another, rather than introducing different colors or different design concepts every time a new model is released. The hardware improves with time and only the details are different. However, we want users to feel with any system, that "this is PlayStation®" with a strong sense of brand image and of being a part of the PlayStation® family.
Certainly. The previous systems up to now relied on the personal skills of designers for the presentation and the newness of each single model. We have, of course, presented strength as a PlayStation® product, but we also want to present more strength as a group. As everyone now loves and supports PlayStation® as a major brand, we want to raise its brand power as a family even more.
That's absolutely correct. We deliberately did not pursue an outrageous new design with these two models. The key was to inherit the characteristics and identity of the PlayStation® family and have the sense of one overall design. We extracted the essence that makes PlayStation® a PlayStation®. We will keep carrying forward the essence of the previous models while aiming for PlayStation® designs that even more people will love.