TRIP HAWKINS

We'll look at the japanese launch as a model and aspire to have things go as well as they did over there.

The way companies hang on to their marketshare is by being scared.

We also had good software in the key categories and more focus on the gameplaying capability, so more of the marketing effort was targeted at game customers.

So the guy that we're really targeting our system at this year is one of the guys who brought a 16bit system three or four years ago and has pretty much had it with that, and he's ready to buy something new.

But we also think that we've got more quite alot more support than any new format has ever had.

As a result, we will continue to see more innovation on the Internet and on mobile phones than on consoles.

With our next generation hardware, polygon rendering will probably be an area we'll get more heavily into.

None of our competitors have ever made two systems that run the same software.

Online console gaming will continue to grow at a healthy pace.

What that means initially is that you have alot of products that are only slightly better games in the same genre on another machine - and the titles that really take advantage of the machine come along later.

I can't tell you how important it was for us to be successful in japan.

The only problem we've had is the amount of time it's taking people to develop titles.

From day one our next generation system will run all our exsisting software - so that gives us a head start.

If you always wanted to wait for something better, you'd never buy anything, right?

Console game publishing has become more like theatrical release film-making and it is very hard if you are not one of the major publishers, and even for them it is hard unless they are working with major game brands.

I'm not saying that more performance wouldn't be better - all these technologies are going to get better - that's the difference between first generation and second generation.

We want to make as big a market as we can with our current product.

There's a basic principle about consumer electronics: it gets more powerful all the time and it gets cheaper all the time. that's true of all types of consumer electronics.

But any big change is more likely to result if there is a disruptive event such as new technologies or platforms that have a surprising effect on market share.

And initially, a lot of companies avoid trying to make a really radical new kind of title for a new system, because that would involve learning a new machine and learning how to make the new title at the same time.

Digital Chocolate has 60% of its developers in Finland where the sun never sets in the summer and there is nothing to do outside in the winter, so we are very productive!

You know you're gonna have failures, there's no way to avoid it. Especially if you're an entrepreneur, if you're doing something new, of course there are gonna be mistakes. How can you not make mistakes? You don't know what you're going; it's unchartered territory.

You have to have the kind of personality where you're resilient and you can get up and keep moving and learn what there is. What I tell my employees is, 'I want you to make mistakes. If you're not making mistakes, you're not trying hard enough. But, when we make a mistake, let's all study it. Let's all learn from it. After that, we want to make different mistakes. We don't want to keep making the same mistakes.'

[The PlayStation 2 is a] historic, a mass-market appliance that fundamentally changes society in the way the printing press did.

I thought, 'Okay, what's going to be my edge, and how am I going to define what I'm doing differently?' Once I had that key idea of the software developer as an artist, once I had that idea, a whole bunch of other ideas flowed from that, because I realized that I need to go study the music industry, I need to study the book publishing and Hollywood and figure out how they do things, why they do them that way, and then I need to borrow, and rearrange, the things that they're doing to fit my industry so that I can invent and create this new industry.