BARCELONA, Spain (Reuters) - Sony Ericsson unveiled on Sunday its long-awaited PlayStation smartphone, taking video game console wars to cellphones.
Sony's PlayStation will take on Microsoft's Xbox Live, available on Windows Phone 7.
"Console wars are moving to the mobile platform, but Microsoft and Sony Ericsson have significant ground to cover if they are to close the gap to Apple," said Geoff Blaber, an analyst at CCS Insight.
The model, named Xperia Play, will open better access to the world's largest smartphone market for the a 50-50 venture of Sweden's Ericsson and Japan's Sony Corp.
Sony Ericsson said Verizon Wireless would sell the model in the United States.
Sony Ericsson also unveiled two other smartphone models running Google's Android software and said it plans to launch at least eight Android phones this year.
"We want to become the largest Android phone maker," Bert Nordberg, chief of Sony Ericsson told Reuters in an interview, adding the company would need to increase its market share in Android to around 25 percent from 14 percent now.
Android has risen fast to be the platform of choice for many smaller phone makers who have rolled out dozens of similar models to battle against Nokia and Apple.
"The Xperia Play offers something refreshingly different amidst a sea of homogenous Android devices. Sony Ericsson needs to maximize its first-to-market advantage before the inevitable rush to join the PlayStation party," said CCS's Blaber.
Bert Nordberg, chief executive of Sony Ericsson, told Reuters the company will focus increasingly on growth this year, after turning profitable in 2010.
Nordberg said the company aims to increase both revenue and profits in 2011.
All new models will go on sale from early April, leaving the group with an awkward gap having already had to slash prices to attract Christmas shoppers to its aging handsets.
Reporting by Tarmo Virki; Editing by Greg Mahlich