Sony on PS4 pre-order shortage: “We are looking at a sell-out situation, which is a good problem to have”
Sony‘s UK VP and MD Fergal Gara has spoken on the PS4 pre-order shortage stating numbers are “higher than we’ve ever seen in 20 years”. The decision to restrict day one deliveries has been to “help retailers manage customer expectations and not let them down”
Sony on PS4 pre-orders: “We are looking at a sell-out situation”
When asked about the situation Gara replied: “The problem with pre-orders, which is a good problem to have, is that they’re very, very high. Higher than we’ve ever seen in 20 years in this business”. Because of this he says Sony has, “a situation to manage” with PS4, adding, “as an ex retailer myself I understand this at least as well as anyone else: we need to help retailers manage the expectations of their customers and not let them down. And that is why we advise them that, from August the 5th, they should not guarantee anyone they will get their unit on day one”.
The move has been to ensure that, “nobody over promises and under delivers”, as Sony manage, “what is genuinely very high demand”. According to Gara, “we are going to be looking at a sell-out situation and chasing demand, it’s a problem, it’s kind of a good problem to have, but it is a problem and we’re trying to manage that as responsibly as we possibly can”.
That process of management is currently underway says Gara, “now [we] have the dates logged on”. Next will be to “start the nitty gritty conversations with retailers about exactly how many units they’re going to get, so they may be able to satisfy some of the second [post pre-order] list on day one, or not”.