Sony Ericsson Launches First Dedicated Gaming Smartphone

LONDON, February 15, 2011 - On Sunday, 13 February, Sony Ericsson created a new market in
mobile handsets as it announced the launch of the first dedicated gaming
mobile smartphone, the Xperia(TM) PLAY. Choosing the Mobile World Congress to
make the big announcement, the new handset, widely referred to as the
PlayStation phone (
www.sonyericsson.com/cws/products/mobilephones/overview/xperia-play?cc=us&lc=en),
has already attracted unprecedented attention across the world.

Aptly titled PLAY, the new gaming smartphone will be part of
the most entertaining smartphone collection, the Xperia(TM) range. The
Xperia(TM) PLAY will come pre-loaded with a number of true PlayStation(TM)
games optimized for mobile. As the new smartphone will be powered by the most
up-to-date Android platform, Gingerbread, users will have easy access to the
Android Market(TM) where they will be able to access and download the latest
games to add to their collection.

With a compact and stylish appearance, the Xperia(TM) PLAY
features the identifiable and characteristic Sony Ericsson shape, whilst
maintaining the classic PlayStation(TM) controller design for the ultimate
gaming experience. The Android mobile (
www.sonyericsson.com/cws/products/mobilephones/overview/xperia-play?cc=us&lc=en)
has specialist gaming keys hidden in its retractable pad,
including the widely-recognized dual analog inputs.

Ben Padley, Head of Digital and CRM for Sony Ericsson, said:
"Sony Ericsson's aim was to make the Xperia(TM) PLAY the ultimate gaming
experience and we are confident that existing and new users of Sony Ericsson
smartphones will not be disappointed; it's not just a PSP phone
(www.sonyericsson.com/play/?cc=us&lc=en) that makes calls, but a
remarkable android smartphone that boasts PlayStation(TM) certification."

"Gaming and mobile phone enthusiasts alike have been waiting
in anticipation for the release of the Xperia(TM) PLAY, which is the first
smartphone to combine the worlds of Android, Sony Ericsson and revolutionary
mobile gaming into one beautiful, powerful and easy-to-use device. People
will be able to purchase our new, uncompromised smartphone in selected
markets, globally, from the end of March."

(Due to the length of the URLs, it may be necessary to copy and paste
the hyperlinks into your Internet browser's URL address field. Remove the
space if one exists.)

For further information on the Xperia(TM) PLAY, please visit:

www.sonyericsson.com.

Pete Goold, +44(0)1858-411-600, info@punchcomms.com

Pete Goold, +44(0)1858-411-600, info at punchcomms.com