Techno Yoda comments on forming of "Sony Entertainment Network": The endless path to integration with speed of a snail!

Among the most important IT news in September, introducing of the "Integrated User Experience" by Sony is the most interesting from the Techno Yoda perspective! So if you want to know why, please read this:

The "Integrated User Experience” named "Sony Entertainment Network" by Sony  which is going to combine two hacked services: "Qriocity" and "Playstation Network". In the other word, this can be perceived as the first phase of getting rid of those hacked brand by re-branding and integrating them into the new brand. By this integration Sony  gets rid of Qriocity completely by re-branding its services from  “Video On Demand powered by Qriocity” and  “Music Unlimited powered by Qriocity” to  “Video Unlimited” and “Music Unlimited" and also transforming the "Playstation Network" a.k.a PSN as a sub-brand of "Sony Entertainment Network". Also, this integration allows Playstation users to use the services provided under these brands (Qriocity and PSN) by one account as Kaz Hirai, probably the next Sony CEO, described it as: "The next evolution towards the goal of realising a single, global comprehensive network platform of all network services which will be accessible from one convenient account." which can be translated as integrating music and video on demand and also Playstation games together. But the question is what “all network services” means for Sony and is integrating music and video on demand with Playstation games enough for the company?

More than six years ago at the time of the historical appointment of Sir Howard Stringer, the Welsh-born US citizen and the first foreign CEO in the Sony’s history,   he vowed to integrate Sony's entertainment arms with the electronics to make synergy. Sony's entertainment industry can be seen as its core competence. However, the company has failed to use this core competence to fight its competitors such as Samsung so far.

Sony is providing several online services which can be seen as parallel lines which intersect each other in infinity!

Here are some samples:

•        Myplay by Myplay.com which provides video, music, photo and mobile download related to the Sony Music’s artists such as Jennifer Lopez, Britney Spears, Usher, Justin Timberlake, etc.
•         Online services provided by Sony Pictures such as trailers and mobile games download.
•        Sony Online Entertainment (SOE), which provides online games and entertainment.
•        Playnow by Sony Ericsson which covers downloading mobile contents for Sony Ericsson mobile phones such as applications, games, ringtones, music , videos and wallpapers.
•        Reader Store which provides ebooks for Sony eReaders.

These are just some examples. Sony has several other network based services for its regional websites as well. It took six years for the company to integrate its music and video on demand and Playstation games together. So the estimation for integrating the other services is not possible easily!

Another interesting fact regarding the Sony Entertainment Network is its availability for Android devices. All Android users can download the app from Android Market and start using Video and Music Unlimited. So it seems Sony has not made up its mind about its network based devices strategy. While video and music on demand services are available for competitors’ devices as well, the new Reader app will be just available for Sony and probably Sony Ericsson branded devices. 
Techno Yoda believe that it is vital for Sony to integrate all of the online services together ASAP. Otherwise the  path to integration with speed of a snail would be a never ending voyage!