PlayStation Portable; Andrew House.(Sony Computer Entertainment America Inc.'s marketing strategy)(Brief Article)

Advertising Age, November, 2005 by Bulik, Beth Snyder

Byline: Beth Snyder Bulik

Andrew House, exec VP in charge of marketing for Sony Computer Entertainment America two years ago, knew that marketing for the PlayStation Portable, or PSP, would have to be innovative to cut into Nintendo's share.

High-quality video game play on a fairly large screen was a given, but the ability to play music, videos and movies, and view pictures added cachet, says Mr. House, who two years later is now chief marketing officer and group executive at Sony Corp.

"This is the age of digital devices. People are apt to consume entertainment and information on the go more than ever before,'' says Mr. House, 40.

To meet the demands of these "urban nomads,'' says Mr. House, who's been with Sony since 1980, Sony...

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