PS3 launched in Thailand

PlayStation 3 launched locally

The increasing number of broadband users and the market to add the final pieces of the high-definition experience for consumers in Thailand led Sony Thailand to introduce PlayStation 3 here, said Yoji Higashida, senior director of consumer marketing group.

The company started selling the new slimmer and lighter PlayStation 3 (CECH-2006A) with a 120GB Hard Disk Drive (HDD) that can serve as a platform to enjoy home entertainment content including Blu-ray movies and games, at the suggested price of 15,590 baht, including VAT.

The launch in Thailand is nearly the same as the launch in Malaysia and Indonesia in the region since it first global launch in Japan, the US and Europe this September.

The suggested price may be higher than the grey market but it offers a 15-month service guarantee and after-sales service from Sony. Moreover, the import tax in Thailand is 20 percent higher than other countries in Asean, which range 0-10 percent.

Meanwhile, the game title import tax is high at 30 percent which makes the price high and it needs to audit for the content under Thai regulations which still has only a fifth of PS3 software available from Sony. Or users are able to store plenty of games available through the PlayStation Network which offers digital content including game titles, trailers and demos via the PlayStation Store.

Moreover, Sony Thailand and Sony Computer Entertainment Asia will explore opportunities to collaborate with universities in Taiwan, Hong Kong and Singapore to educate and train students using their development tools writing game software on its platform.

The company plans to offers it synergy with its HD product lines. "For example, in this holiday season, we may offer a bundle promotion for customers who buy a Bravia LCD TV 40 inch will get special discount for PS3. This shows that PS3 is the last jigsaw piece to fill the HD world for Sony customer," Yoji said.

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