The manufacturer, which holds only 3% of the mobile market, introduced its Xperia Play in Barcelona. He wants to become number one of Android, the operating system from Google.
Rikko Sakaguchi discreet caresses the arch of his mobile, looking lost in the wave. "We are the only ones to have a recognizable design with closed eyes" , releases the creative director of Sony Ericsson, a Japanese Silicon Valley the sweet smile. The joint venture of the giant video game and mobile equipment manufacturer presented this week at Barcelona's gem: Xperia Play . With this device a new kind of Android, the company that holds only 3% of mobile market hopes to make a comeback. Once very strong in the upscale brands and technologies through Sony (Cybershot cameras, Walkman ...), the manufacturer has lost ground as and when the multimedia phone was supplanted by the phone "smart". "It's our big announcement in a decade. We intend to be a great actor on Android smartphones " , claims Steve Walker, marketing director of the firm. Nothing less than number one, to Samsung , and this year!
The rumored already before the release of a "PSP Phone", that is to say, a smartphone embedding a real console PlayStation Portable. After six years of study, and the opening of an innovation center in Silicon Valley, it's done, even if Sony Ericsson denies this appellation: "The Xperia is certified play Playstation, but it does is not a Sony product. It is built on an Android platform whose code is open " , says Steve Walker. Through the control panel console that slides and fits like a keyboard on the touchscreen, it can be used to play the same games on a PSP. But you can also download games designed by developers for mobile or PC. "This is the ultimate format of convergence" , said Rikko Sakaguchi, who claims to have already made agreements with a score of publishers to adapt their applications . 'We have a fifty titles in March during the marketing of the Xperia Play, then the ecosystem of games will grow at the speed of Android is to say, with news every day, " boasts Does he said.
Xperia NGP cons?
For its part, the parent company Sony is pursuing a project that is complementary, the launch of the PSP "NIM" , scheduled for the end of the year. This new version of the Playstation Portable will be connected over 3G, but instead to purchase a monthly package the user should pay money to buy a specific level of additional game or to play online. "NPM The PSP is a very terminal upscale, this is not the same kind of audience that the Xperia Play " says Rikko Sakaguchi to mark the difference. According to IHS, the game will be lost for the portable console from Sony: "On the smartphone, not only are there lots of games, but in addition it is cheap. This combination is riveting centerpiece of specialized terminals such as the NPM. " Besides it will be less convenient to call on a console, be it mobile. Therefore, IHS expects sales of 22.8 million units only after four years, while the PSP has sold 30.7 million in the same period.
Xperia Play will be launched in April in France, where Sony Ericsson is in discussions with all operators. It costs 600 euros naked and will probably sell at a price of 200 euros with a subscription. The CEO Bert Nordberg, interviewed by Le Figaro , said he considered that sell fewer than 2 million would be a failure in his eyes . If success is to go, Sony Ericsson will have to ask the network performance to meet the players with higher-end games: why not replicate some of the content servers in proximity, or negotiate with operators a stream priority for some of their subscribers? "In the future, it will in any case a better quality of service" , concludes Rikko Sakaguchi.
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