At a Tokyo Game Show roundtable, Masayasu Ito said that the interest in the West for the PlayStation Vita TV was "strong...more than we expected."
He also iterated that Sony is "of course" considering releasing the streaming device in the US and Europe, but they haven't pinned down good timing as of yet.
"But when it comes to the timing, we'll have to watch the environment and identify what other services are available in the US and Europe and whether we'll have to add other services," he said.
Sony Computer Entertainment president Andrew House separately told Eurogamer that Sony decided to launch the service first in Japan, because there is no major competitor for a streaming device there versus in the US and Europe.
"The reason we wanted to launch PlayStation Vita TV in Japan first was because we think that there is a significant gap in this market even for a pure streamed TV box," House said. "There isn't really a competitor here that's staked out a claim. And frankly, in my own view, Japan is a little behind the adoption curve in video streaming services.
"So we thought we could have an opportunity in Japan to really establish a leadership position by having an addition differentiated killer app—which is having our huge library of streaming games content," he added.
PS Vita TV will release in Japan on November 14th.