Plugged In

In order to survive in the business world today, a business must remain efficient and competitive. Those of us with an ear to the ground in the technology world hear a storm brewing in the distance as two market giants – just trying to stay competitive – get ready to battle it out over portable devices.

In one corner, wearing the fruit boxers, is Apple, Inc., developer of such products as the iPhone, iPod and other i-related merchandise. Oh yes, they also invented Macintosh (we call them “Macs” now) computers – upon which this very newspaper is built.

In the other corner, wearing the “make-believe” boxers is Sony, Corp., developer of such products as the Playstation 3, Playstation Portable, Bravio TVs and Viao laptops. The company also has brought such technology as the Blu-Ray Disc and the Walk-Man.

Recent news reports state Sony is developing a new lineup of handheld products, including a smart phone capable of downloading and playing video games (similar in functionality to the iPhone). Analysts believe Sony is doing this because it feels threatened by Apple’s growing stable of portable devices.

Sony is reported to also be developing a portable device that shares characteristics of net-books, electronic book readers and handheld game devices. Word on the street is the latest Sony endeavor is going to be the market challenger to Apple’s recently announced iPad tablet. I’m starting to think Apple has a narcissistic outlook on life.

It was reported that both devices are expected to work with Sony’s new online media platform, due to launch later this month in the U.S. Could this be a challenger to Apple’s iTunes? I wouldn’t think so, at least, not at first. iTunes has a large customer base, and has been a service in operation for a long time.

Sony is apparently working fast to get the devices to market, as each product carries an estimated launch date of 2010. Price and certain other specifications have yet to be finalized, the company reported.

The report goes on to say that Sony recently struggled with marketing its line of portable devices, including the Sony Ericsson phone models and its popular handheld gaming machine, the PSP. Sony Ericsson saw global shipments decline 41 percent in 2009, as much of the world was rocked by a near-crippling recession. Last month, Sony slashed forecasts for shipments of its PSP.

Sony’s media platform, so far named “Sony Online Service,” will offer many of the same movies, television shows and songs already available on iTunes. Longtime Playstation 3 and PSP users are familiar with Sony’s extensive online offerings via the Playstation Network. I’m simply hoping they rename the service before some newspaper starts touting headlines of “SOS for Sony Online Service.”

Sony is hoping to differentiate its service from Apple’s offerings by allowing a wide range of devices to tap into its catalog of games, reported to be comprised of older titles released for the original Playstation console.

Apple threw the first punch in this portable war by announcing its iPad, a device rumored to be the “be-all, end-all” of portable devices. I’ve heard that description before … I believe it came with the iPhone, which didn’t quite overtake the market as fast as some technology enthusiasts predicted. Unfortunately for the iPhone, it is offered via a company that doesn’t even offer service in our area. However, its little cousin, the iPod Touch, brings the functionality of an iPhone – minus the cell phone part – to all of us willing to shell out a few hundred dollars.

I’m going to have a hard time picking sides in this battle. Since I started at the newspaper and began using Macs, I’ve grown quite fond of them and find myself a staunch Apple supporter. I’m also a Sony fan, possessing much of the company’s tech in my personal life. I think I might just sit back, relax and watch the competition breed innovation (and hopefully some price drops).