Sony Computer Entertainment Australia who last month claimed that they were not price gouging with their PS2 and PS3 Playstation pricing have now said that they will not cut the price of the PS2 despite the US cutting the price to US $99.
In Australia the PS2 is on sale at JB Hi Fi for $192 this makes it nearly $50 more expensive than the same US model.
An official statement from SEC said “The announcements made by Sony Computer Entertainment Europe today regarding PlayStation 2 (PS2) pricing does not currently affect Sony Computer Entertainment Australia. Pricing of the highly popular PS2 console in this market is already comparable as of 1 April; providing family fun at an affordable standalone retail price of AUD$199.95”
In Australia, Sony has to contend with a GST of 10% while overseas Sony SEC in the US has to factor in some State and Federal duties yet despite this and based on an exchange rate today of $0.69 to the US dollar, the PS2 is still significantly over priced when compared to the new low cost US$99 PS2.
Last month Michael Ephraim, CEO of SCE in Australia, said in reference to allegations of price gouging by Sony in Australia “I am fed up of Sony being bashed. I am calling in our lawyers as we are not in any way price gouging Australian consumers. This is misleading. We have to factor in exchange rates etc.”
At the time we wrote that of today (February 2008) the cost of an 80GB Sony Playstation 3 at JB Hi Fi is $688.95, while at Best Buy in the USA it is selling for US$399. Based on today’s exchange rate, this equates to AU$595.
With the bulk of their retailers such as EB Games, Dick Smith, Harvey Norman and JB Hi Fi, Sony is supplying them direct. This avoids an additional distributor cost. In addition, the $99 recommended US pricing also includes a margin for retailers.
