For Consumer Product Strategy Professionals (Length: 5 pages)

Executive Summary (This is a document excerpt)

On Wednesday, Sony Computer Entertainment Europe (SCEE) and BT announced that they will work together over the next four years to deliver advanced communications applications to the PSP gaming device. This is an early example of the kind of combined device and service offering that will come to market over the coming years — with both manufacturers and service providers keen to increase consumer tie-in — and margins. Forrester's take: If BT and Sony commit to delivering a seamless, quality set of communication tools to the PSP, the device will gain traction with the always-connected Millennials, but non-gamers and older consumers will be left cold.