Sony is pitching its Qriocity media service squarely against Apple's iTunes; like the latter, it wants to offer audio, video, ebooks and potentially in a near future, mobile applications including games.
At the moment, the products in the UK that support Qriocity (which Sony calls a premier video service in some documents) include the Bravia TV range, Blu-ray disc players, home theater systems and a lone Network box.
No mention of the PS3 (and its legion of followers in the UK), the PSP Go, Sony Ericsson's hundreds of thousands of smartphones, Sony's own Walkman family or its Vaio range of computers.
It is even more ironic that you can actually sign in Qriocity with a PlayStation network account but you won't be play any movies on either the PS3 or the PSP Go. Sure, you can stream music thanks to Qriocity's Music Unlimited service, but no movie at all.
Even worse is that Sony clearly shows a Vaio laptop and a PS3 gaming console on its description page. Ultimately though, it seems that it is too little too late.
The PS3 is already compatible with Netflix in the US and with Lovefilm in the UK; Bravia television sets have been compatible with Netflix since summer 2009 and there are persistent rumours that both streaming services will offer gaming as part of their packages soon.
So, in a nutshell, Qriocity has been launched on a relatively minor product range (Bravia) that already houses a number of significant competitors including Lovefilm and Netflix.