Ray Maguire, Managing Director of Sony Computer Entertainment UK, is quite confident that people will be reacting positively now that the new 40GB entry level PS3 units are finally out in Europe. He said that this new strategy initiated by SCE UK will finally silence doubters and take the console to "the next level."

He explained that the reason for the newly unveiled SKU was a product of industry pressure, failing production costs, and a desire to boost sales as the industry moves into the peak period. He also revealed plans to eventually phase out the 60GB console now that the new 40GB PS3 is selling at a better rate due to its reduced price (GBP 299 or US$ 611) compared to the original console.

He explains this initiative the company took by saying:

We have to take a more strategic view on when we do these things. We’re always mindful of price and installed base, but we’re also mindful that we have a sustainable business. We’ve been considering this since launch – this is all part of a very carefully thought-out plan.