Reason to incorporate the "Vita OS" to Sony's mobile strategy To move forward in the differentiation Android mobile smart

The last column in the area, "" mobile OS Mr. Kazuo Hirai, and President and CEO Sony's new from April, are using the PlayStation Vita, even with respect to PS Vita, We can have as our asset wrote, "Lee said," I want to. This is because the author "Although Sony has invested in all areas to Android,? What can make a really profitable business in the Android" in response to questions that were asked and the answer to that.

Question of the author, rather than? What to do with the differentiation of the product Andorid, was intended to intend to leverage the OS of the Playstation Vita, to be developed into a variety of mobile devices will ask whether or not there. OS of Vita (SCE, but this is called PS OS, also in order to exist separately from the OS of the PS3, we will call Vita OS temporarily) for the Sony and SCE from the end of last year the question several times poses, has been interviewed repeatedly by Sony and communication twice.

Spoke against it, Mr. Hirai their own mobile area (we are referring here is not a portable game machine, that smartphones and tablets) as a platform, and do not want to forget the Vita OS.


■ reason Vita OS are incorporated into Sony's mobile strategy

There will be no voice to talk nonsense of course solicitously that from now on, such as to challenge their own OS, and reality? Whether it really. As a platform for smartphones, Android is in the seat of world standard. In fact even if there is insufficient in terms of where the business model, performance, and ease of use, mobile phone operators and handset manufacturers around the world, facing the direction of Android is heavy.

Rival is more vulnerable, even in the era had a strong Sony, Sony is not amusing even came out there was no impression given that the OS can launch their own, not only in the funny story.

However, say a healthy state or industrial structure with a focus on current Android, there is also a question. In product development based on the Android, the number of manufacturers tend to fall into excessive competition on the many elements that can be differentiated are limited, because the barriers to entry are low.

Because the market is fragmented with a large number of manufacturers, each product must be issued in the features and design characteristics and aggressive, the more the number of models also inevitably change. Products are functionally equivalent, because the rival will be released from time to time, the terminal price is easy to fall (in at least part of the basic features of Android).

Not only difficult for a profit simply because the investment efficiency is low as seen from the handset manufacturers, terminal development costs and medium-to long-term perspective to be applied to the product is difficult to do and one of the product user to hand rebound in quality.

On the other hand have won a large share of Samsung to focus on Android, why not stop its own OS, and become differentiated in such situations (OLED) display is difficult to design and specifications, EL organic, relative It is because the value of their products down to. Speaking of tough business smartphone of Samsung has been successful at the moment, and the uniqueness Daseru or under the rules of Android in the future. This is an IFA in September last year, Samsung's own executives had fully told the local newspaper.

Speaking of that Samsung's own OS terminal went well, but it is not in. As smart phones, a computer-to-use products like general-purpose personal computer, the platform does not start up their own eco-system must be greater.

In a move like this, but in part based on the Android, as it is without a standard platform offered by Google, as a terminal moves to implement its own future, will come increasingly active. But one of them Kindle Fire, the possibility of Android is not a terminal product of measures to ease of use and malware, such as information security issues, there is Android from a variety of reasons have been sought.


PlayStation Vita
So, Sony are considering whether that did not go with Android has made significant investments so far, and why to own Android-based handset development, to develop the Vita OS. If you've been investing in the Android so far, how to pursue their own customized Android-based quick. Sony can make possible the question? Whether there are any number of springs to come, why not start up Samsung proprietary OS, but have invested so far.

However, development has been carried out over a general purpose platform Consider a scenario in which the Vita OS (SCE rather than) Sony apparently. That is a straightforward case, that the SCE has been focused on (PSS) PlayStation Suite of game platforms that are available for Android.

PSS has been deprived in the course of the game to smartphone market, only invites the world of Playstation the casual gamer is not the purpose. Future but because they expect its role as a bridge connecting to the world of their own OS from the world of Android.

Vision for the future of mobile ask to talk to Mr. Yoshio Matsumoto, SVP of SCE for the first Vita OS, Android and using the Sony cloud strategy, including the Vita OS, the relationship between Vita OS, Deputy Head of Sony it president, was asked to Tadashi Suzuki is also a vice president of SCE country before.

■ Vita OS to provide the scalability of the area of smart mobile


(Taken in November '11) Mr. Yoshio Matsumoto, director of business and the second of Sony Computer Entertainment SVP
I bumped into Mr. Matsumoto is a point in the application of the "non-portable game machine," the Vita OS, you've been doing that or was conscious of the extent to which design, the development of SCE. Development of Vita has been carried out from about year 2008, Vita OS have been developed over a period of three years.

Decided to use a quad-core ARM processor at that time, we have carried out the development of the OS to fix the hardware architecture. Has been proceeding be combined SCE and Sony Only recently, such as the concept of corporate culture and product development is completely different company and I go. After himself SCE, and was not aware of the purpose of the game machine with respect to non-Vita OS, can be applied to this smartphone is impossible.

"I'd like to point out I mentioned the first thing, Vita is. Is that the hardware that provides digital entertainment only and that there is a Vita OS as the OS in order to provide it," because is a cut called entertainment ", the game all will continue to provide entertainment of cut various. does not mean that. However, as the first target, to provide a portable machine the best game for game enthusiasts. that this is the thin edge of the wedge first Matsumoto ( Mr.) "

Hear in other words, after making a foothold and also go into another area. In fact, doing the basic design of the development of future expected Vita OS itself SCE. But at the moment for games for OS enthusiasts, that means I have the consciousness that would lead to a destination.

It has been the creation of architecture was focused on that and the basic software is also excellent as a game machine "First, we also consider the room to develop into various directions On the other hand. Of course, as the OS for smartphones from the beginning Even thought does not mean can not make, and you want to create a basic software that corresponds to the various fields from the beginning, in fact, so OS can not accomplish your goals become more complex work. for game consoles, the best hardware only must be considered to elicit a performance "

"But because it is how to make scalable," Speaking to respond to smartphones and tablets on to achieve "highly responsive enough for the game is? Or possible, it is possible. This time in particular is it has a built from scratch a communication function using a mobile telephone network from the beginning, but does not correspond to smartphones and tablets There are also user interface elements using a touch panel. At this time, the scalability with This has made (Mr. Matsumoto) "


(Taken April '11), vice president of Sony Tadashi Suzuki, country
Also with respect to body enhancements Vita, the future of going to develop applications that take advantage of features and sequentially as the content viewer, the game also features 3G connectivity as well. However, even as was argued that "entertainment terminal" is SCE, Vita is basically when it comes to games. Future, with respect to hardware, but would go on even smaller and lighter and lower prices, an application for smartphones, What will Vita OS in distribution for? There is a question.

"That's why, SCE and Sony this year, we put the power to enhance the (PSS) PlayStation Suite" Mr. Suzuki said. PSS is as you know, I run the game on a framework for smartphones and tablets to adopt Android.

So, to deploy to the area of ​​smart mobile Vita OS, or will it affect what is this?


■ is connecting the world of Android PSS and Vita

Of PSS is currently being exposed to some developers in the form of a version β. It became a topic that can play the first game of the PlayStation, the original purpose is to go only enrich the game of PSS. In this framework also includes the ability to support social gaming these days, has been growing. Game has been developed for the PSS, it is also run directly on the Vita OS's possible.

Mr. Suzuki said that you have a user in the world of "" game "with" the entire Sony Group's assets. What a great asset in the game why. It is entertainment with a focus on game content, but also because the most diverse in the software.

E-mail, calendar, address book, SNS, photo albums, for example. Most of these applications, are dissolved in the cloud as a service. If you provide the application of the surface area to connect to these services, you can go to increase the functionality simple.

Is also required diversity and image processing applications related to digital entertainment games, and video processing is also on the other hand, is closely related to the terminal hardware. In other words, it required a lot of "Number of apps" the most is that it tries to cover that area in the PSS.

"If there is a means to tackle their own OS for Sony, it is than the height of profitability," said Suzuki really want to do their own thing. Thing go incorporated freely want to trick the world, the "What I want asked. However, in order to go make up suddenly can not launch even use the Vita OS temporarily. A unique world, now, we have I told you must do, and "exactly the PSS is to launch version β.

SCE initially, has been described as a bridge between casual and core gamers use gamer playing the game in the smartphone PSS, the dedicated game machines. However, this explanation is inconsistent. Became a fan at the game in the mobile phone will make sure that everyone, otherwise I doubt, would give to buy a dedicated game machine? That? Or would carry. That there was a chance to ask questions in the past, was not satisfied with an explanation and description received.

However, if the bridge for connecting applications / content of the entertainment system, the world of Android and the world of PlayStation SCE has been made, come see why Sony is focusing on the PSS. Beyond the entertainment devices where SCE says, to take into the realm of smart phones, or game consoles Vita OS is, PSS must succeed.

■ In order to make way for its own OS, are now focusing on Android in the field of smart mobile


Highlighted as priority areas "smart mobile" in the new president's inaugural conference Hirai
PSS for the full-scale start-up this spring, for developers β test is being performed, a non-Sony equipment is not supported at this time. However, "we talk with manufacturers a variety, from manufacturers other than Sony, also. Smartphone smartphone-compatible PSS, the tablet will be released, is expected manufacturer with a sense of presence of us involved," said Matsumoto, and spring was later suggested that the PSS-compatible hardware, but appear from multiple manufacturers.

Has been promoting the story about the possibility of Vita OS so far, Mr. Suzuki "Now, I have to do is we. To show presence in the smart mobile" create an environment can be realized "that I want also in order to realize I do not think so. the vision of the future Speaking of the possibility of the world of OS its own but should be sought for, and? if there is any advantage to do Android, products and services of the "current" stabbed with a nail "It should be a better.

"Android is whether apart from the high profitability as a business. Became standard in the world of smart mobile, Sony's presence in this show is for consumers only. There is a significant proactive approach and presence in the world. Android not, facing the direction of Android developers, expand the products and services attractive there. could become assets of Sony in the future , PSS is to succeed on that now, the most important thing (Mr. Suzuki) "

In addition, Mr. Suzuki is also referred to the corresponding tablet of Windows 8. Said regardless of the platform Windows, and Android, in the area of ​​smart mobile "fuckable that it is important to keep doing is all".

Once that is possible to bridge their own OS, the vision to strengthen the competitiveness smartphone, tablet, music players, such as television, that enhances the living together in conjunction with equipment or services through the network is. However, to make highly profitable again Sony strategy to strengthen the net, the success of Vita and PSS is a prerequisite.


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