Speaking to the LA Times , SCEA Senior VP of Marketing Peter Dille said the new marketing push for the PS3 is all about positioning it as the ultimate all-in-one solution.

“We have been a game company for years and we would never walk away from that, but research confirmed there is a larger proposition under our nose,” [said Dille]. “We wanted to reposition as a total entertainment solution. We felt like we can really own entertainment.”

The article goes on to give analyst opinion that Sony’s chances at doing this is far better today than they were in previous years.  The advent of multi-featured technology like iPhone has opened up a new consumer acceptance that Sony hopes will fade into the PS3.