[PuPPeT]

A changing Sony
Again, another well-executed sidestep. It's not for Sony to organise the servers, as that would interfere with the intellectual property of the developer. And it's not up to Sony to force solutions on consumers with the freedom to chose what type of broadband connection they want to their homes. It's the middle road of all middle roads… Perhaps it's a situation that's come about as a result of a learning curve triggered by a difficult Japanese launch.

"Sure, the whole organisation has needed to change its mentality," agrees Shah. From QA to development, even in marketing, working with new people in new ways. The volume and demand in the US has led us to be more confident. It's been a big surprise for the content community. I think now we can safely say that PS2 is the most successful broadband console ever. There's more of them connected worldwide than anything we've had before and we haven't even got going in Europe."

What of Xbox, though? Does Shah see Sony's alternative, perhaps more measured, approach being a worthy competitor to Microsoft's Live service?

"I wouldn't describe our approach as measured," he counters. "Although I think difference is always an advantage, and I think broadband isn't everything PS2 has to offer, nor is it everything the consumer wants. Yes, it's part of our future and it's part of PlayStation now but there's also a lot of other, different things we're making noise about. So the overall message, although it may appear diluted, is if you look at what we're doing in this area it's still very, very substantial."

Just how substantial?
"We're bringing out between 40 to 50 titles in the next financial year, but I think the key issue is not the quantity, it's the genre mix, the variety. As far as the experience goes you've got different middlewares, different technologies emerging – with the best ones winning. But at one end you've got the experience of EverQuest with its commitment and subscription fees. You can lose your life to it. Then you've also got some more instantaneous gratification. You've got SOCOM with its voice recognition, communication, teams… But you don't lose your life [laughs]. And then you've got Hardware – even more instantaneous, where someone like me can enjoy it without getting shot in the first 15 seconds. And Destruction Derby, another great, very novel title. So, the range of different experiences means there should be something there for most people. It's something that will keep coming, keep building…"