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The company has just cut its annual forecast for portable console sales from ten million units to seven million, largely due to "slow penetration of the Vita", and Sony EVP and chief financial officer Masaru Kato told analysts (via Seeking Alpha):

"Now one thing clear for us that in terms of profitability, we have to do a better job in promoting the PlayStation Vita mobile product.

"How do we do that? Well, gaming business software is the name of the game. So as a fundamental measure, we are putting all - a lot of resources, not just first party, but also asking third parties to put out more attractive software."

Promising Vita exclusives in the works at Sony include Killzone: Mercenary and Media Molecule's Tearaway, but the platform holder knows software alone isn't enough to drive momentum for its portable.

Kato said: "The other thing, well, marketing, pricing of the product, et cetera, I cannot talk about pricing of this platform, but those are the things that we are looking into to improve our profitability in the mobile handheld gaming business."