How Sony plans to compete with the iPhone

Sony is working hard to attract developers from around the world to create digitally distributed games for the PSP in an effort to expand the software available on the handheld device. Develop is reporting that Sony will accomplish this by offering a new streamlined content pipeline for the platform (which will abolish concept approval), and provide cheaper devkits, shorter quality assurance processes, and low price points for new games.

Zeno Colaco, SCEE’s head of developer relations, explained that Sony is working very hard to bring top-end gaming to more than just the consumers who were around during the launch of the PSP. Sony is trying to expand its handheld market by changing how consumers acquire entertainment and applications.

“We’re introducing new initiatives for the PSP which take it beyond traditional gaming, but still includes elements from gaming, and also include new developers,” he told Develop.

These new studios include Subatomic Studios, an iPhone developer that is working on a PSP-exclusive version of its Fieldrunners tower defense game. Other new studios include India’s Gamasharta, and PSN experts Creat.

Sony has a plan to slash the cost of PSP SDK by 80%. In addition, some 50 studios from around the world are already working on making these new kinds of games and applications. These games and apps will be sold via a specially-branded PlayStation Store that’s only open to the PSP and the forthcoming PSP Go.

What Sony is hoping to achieve with its new strategy is a way to compete with Apple’s iPhone app market. Developers for the iPhone can sell pretty much whatever they want. Sony’s plan is to make it easier for development studios to create games, faster, and smaller.