Sony Ericsson Fails to Launch - PSP Phone Goes Ahead Without Them

The world, his dog and its fleas were expecting the PSP Phone (or Xperia Play) to be announced by either Sony or Sony Ericsson yesterday at CES show. Instead a Chinese leaker has done all the launching for them with pics, gameplay footage and other details that are now splashed across gaming sites around the world.

Even if the "ecosystem" of store, finalised firmware and other bits and bobs aren't ready, all a man from SE had to do was stand on a stage and go "here's the device, here's the pretty pics, now go and write stories."

Instead we have grainy footage and wobbly cam shots and will do all the stories now, somewhat undermining whatever SE finally does when it gets round to the "official" launch.

When the iPhone 4 leaked from Fortress Apple, due to a drunken escapade, every other company that sells gadgets on the planet should have seen the results and ensuing media damage (remembering that most press aren't as friendly to others as they are to Apple) and established some ground rules.

1) As soon as the hardware design is finished - show it off - in all its glory! Get that out of the way and any leaking will cause minimal damage.

2) Hold the real launch! Then you have all time in the world to get the back end, the firmware and essential launch titles ready to go, get them right and then decide on a launch date without the pressure of having your big launch spoilt.

Any other approach leaves the company just waiting to be blown out of the water!