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tech: sony’s senseless rebranding

Back at CES in January, the double-act of Sir Howard Stringer and Kaz Hirai announced something called the Sony Entertainment Network – a network service that would be the hub of the company’s efforts to serve music, movies and other content to customers online. Those who watch the gaming end of Sony’s business knew what was happening here – this is the long-expected expansion of the PlayStation Network, or PSN, to become the foundation of Sony’s online service ambitions.

It’s been long-expected, because up until this point Sony has proved completely incapable of leveraging its enviable position as both a leading consumer electronics manufacturer and one of the world’s biggest media companies, and has instead been completely outmatched by Apple’s iTunes and latterly by Amazon at every turn. Much as PlayStation is about the only successful bit of Sony’s consumer electronics business right now, PSN is the company’s only remotely successful network service. Other services, like Sony Connect and Qriocity (which technically lives on, rebranded as SEN) have been embarrassing flops.

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