JULY 30, 2009 • Sony Corp. executive vice president Nobuyuki Oneda told overseas investors on a conference call that reductions in the cost of producing the PlayStation 3 were on schedule, and had reached a drop of 70%. Oneda would not say how much of those savings were attained during the last two years.

Impact: When Sony has talked about a 10-year life cycle for its products they were not talking about a goal, but instead what has become a necessity.  Sony has been bleeding money on the PS3 and it will likely only be after five years on the market that the system can start to go into the black.