Sony Ericsson on Sunday unveiled an 8 megapixel camera phone, announced the upcoming 12 megapixel camera phone model codenamed "Idou" and an unlimited movie download service for mobile phones.

The company anounced its new strategy focused on services and entertainment. Called "Entertainment Unlimited," the strategy fuses "communication and entertainment." Although the company did not provide many details, this strategy is expected to bring together cell phones with PCs and the TV to share entertainment content.

As part of this strategy, the company announced Media Go, which is an extension of its PlayNow Music service. Media Go adds a service that lets users download movies onto their PC and then transfer them over to a Sony Ericsson device. The service will also allow the transfer of other media, such as music, photos, and podcasts. The service will also allow users to sync their phone's music library automatically, subscribe to podcasts, and auto-convert files for the best quality playback. Media Go will also allow users to burn their CDs and bring their music and audio books with them.



"Entertainment Unlimited lets us reinforce our position as THE communication entertainment brand," said Lennard Hoornik Head of Global Marketing and Vice President at Sony Ericsson. "Everything that we have done to date has brought us to this point - we created the music phone category in 2005 selling over 100 million Walkman phones and we are now ready to unveil the next chapter in the evolution of the company - Entertainment Unlimited - giving consumers unlimited opportunities to share their entertainment experiences."



The company also announced the W995 Walkman phone, which will be able play the feature-length movies. The new phone is also equipped with an 8.1megapixel camera with auto focus, photo flash and face detection functions, a Walkman player, has 3G or Wi-Fi connection, a 2.6" screen capable of showing up to 262,144 colours and the resolution being QVGA (240 x 320 pixels). It offers 8GB of storahe with a Memory Stick Micro and GPS.

The company also gave a sneak peek at a new high-end, touchscreen phone, called the Idou. This 12.1-megapixel camera-phone with a Xenon flash is supposedly designed for all kinds of multimedia functionality. TV-series and video clips will be reproduced in true 16:9 widescreen format and it will be based on the Symbian Foundation operating system. More details about the product are scarce until it launches in the second half of next year.