No doubt Apple with its iPhone has totally changed the situation in the cell phone market and the whole industry. The other manufacturers have experienced serious pressure from Apple and are implementing their own counter measures.
In business, using a well-established brand is almost always accompanied with a serious risk of damaging that brand. A company may spend tens of years on building the brand and then a single wrong decision may totally ruin it. So far the Japanese-Swedish giant has been quite successful in using well-established brands for its mobile phones. CyberShot and Walkman are good examples.
Walkman and CyberShot have been implemented into music and photo-enabled phones. A mobile phone branded with the popular Bravia line of televisions is under production already. According to the company, the phone must deliver exceptional TV experience. It is known that SonyEricsson is considering building a PlayStation branded phone as well.
If we look at the branding strategy carefully, we may notice that the PlayStation Phone may prove to be a start of problems for SonyEricsson. Both Cybershot and Walkman have successfully implemented their mission. The former doubles as an excellent digital camera, while the latter is a great music gadget. I believe the Bravia phone will deliver the same level of TV experience. However, I have serious doubts about the PlayStation branded phone. And this is why.
I have not met a person so far who has enjoyed playing games on a cell phone. Both Nokia N93 and Nokia N95 deliver very good gaming experience. However, playing on them does not deliver a fraction of the pleasure that you can get by playing on Sony's PlayStation Portable (PSP). And there are several objectives reasons for being so. First and the most important is that it is extremely difficult to put high performance hardware in a form-factor of a modern cell phone. Though, this is not a mission-impossible. However, even if SonyEricsson manages to put the best hardware in a small device, being small is a problem itself. Yes, an advantage becomes a disadvantage. Why do most people love their PSPs? Yes yes, because of the large and gorgeous display. PSP is an amazing device but its beauty lies in its fantastic screen. It even beats DS' double screen.
But these are assumptions only. We may not see the PlayStation Phone at all. All we can do is just to wait and see what happens.
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