We have always attempted to do things differently. Our vision has taken us to unprecedented levels of success and innovation. Just keeping up with conventional technology is not enough for us.

We didn't want it to be seen as a competitor to the other handheld gaming devices in the market. We wanted to offer consumers a completely new world, as we did with PlayStation and PlayStation 2. So we looked at what would be the right value proposition to consumers in North America and decided including all these accessories... plus the demo disk and [the ability] to enjoy 'Spider-Man' out of the box was the best value proposition.

One of the things we've always strived to do was position this as a new portable entertainment device that obviously plays games, but has so much more to offer,

PSP will enter an already crowded space, but one with much growth opportunities, ... PSP is a new format and a new business for us. It is a totally new play experience.

When we launch the system, we envision it's going to be a small percentage [of consumers] that will actually take advantage.

We're going to try to double the installed base between now and the end of the year.