Christmas 2013. If you were after an Xbox One or a PlayStation 4 things were tough. PlayStation 4s, in particular, were extremely scarce, with Sony Australia legitimately unable to keep up with the demand of its pre-orders. We asked Michael Ephraim, the Managing Director of Sony Computer Entertainment Australia, why Sony had such a hard time meeting that demand locally.
"When we launched our pre sales were far in excess of our competitor, but there were stock constraints," explained Ephraim.
"First of all we launched in more countries initially, and there were some strategic imperatives for our company — the US is a big market; the UK is a big market so we had to work with what we had. It was unfortunate but when a product is in demand. But the pre-sales globally outstripped demand anyway — we weren’t the only country sold out. All countries for the first month were running out of stock, but that supply has improved tremendously and in 2014 things are going really well."
It was frustrating, says Ephraim, to watch consumers struggle to receive their pre-orders, and watch as Sony couldn't match the demand.
"We’re part of a global team and we had to look at it from a global basis. But we fought everyday to make sure we take care of the Australian market, and now the stock supply is good."