Sony's European president acknowledges that digital retailing is a major challenge for the company

(Compiler/Sky White) Andrewhouse, the president of Sony Europe, said in a media interview that he understands that digital retailing is fast becoming a big part of the gaming industry, but admits he still doesn't fully understand the business model,　　Digital retailing is still a major challenge for the entire company to overcome. "The reason why retailing can last for thousands of years is because they work really well." Experienced clerks can often help customers find the games they want, or they can sell a game that they didn't want to buy, depending on the customer's preferences. "But digitization is still a challenge for me because it's a lot different from the traditional retailing industry." When customers choose a product in a browser, they are selves by a dazzling array of advertisements, and that is what I call a challenge-a physical media will play an increasingly important role in the coming years.　　"he added. Sony has already reached a partnership with Valve, who, as the owner of the best digital distribution system in the market today, can undoubtedly help Sony on this issue.