Sony launched its video download service and new music to challenge Apple’s iTunes. Announcement of the launch was conducted at the IFA technology show in Berlin, Germany, which coincides with Apple’s latest product launch in the United States.

Cloud-based services will be available on the PlayStation 3s, Bravia TV, Blu-Ray and Sony’s personal computer. This initial service will offer movies and then at the end of the new songs. Sony Qriocity online services platform has offered video-on-demand in the United States since April this year, but now will be available in Europe.

“Through Qriocity, Sony will provide a variety of digital entertainment content and services, including video, music, games and applications e-book from time to time,” said Fujio Nishida, President of Sony Europe.

Sony steps into the digital music market is not the first time. In 2004, Sony has launched its online music download service in the U.S., called Connect. Commenting on these new services, Forrester analyst Mark Mulligan said the move sony is a strategic step to be done.

“It is unwise to launch a multi-media and not just the music service. Apple has iTunes but Sony does not have this and it has recognized the need for a media mix of all different devices,” said Mulligan. In Australia and New Zealand, Sony has been experimenting with other music service called bandit.fm, which allows users to stream music without boundaries with fixed costs. Amazon also did not want to lose. They have included a film and music streaming in their own download services.

Three new devices is the Pocket Edition, Touch Edition and Daily Edition, which is only available in the United States market. The device’s display screen elnk with a clearer display, slim design and touch screen controls.

The Pocket Edition, which has a 5-inch screen size and screen enlk pearls, similar to that used by the Amazon Kindle, will dibanderol worth 179.99 dollars.

The Touch Edition has a screen size of 6 inches, with completion of on-screen and a slot for additional memory and dibanderol 229.99 dollars. ‘

The Daily Edition, which can download books directly via Wi-Fi and 3G phone network of AT & T, the more streamlined design, and compact, the battery is strong and extensive storage space, and will dibanderol around 299.99dolar.

Steve Haber, president of Sony’s digital reading of the unit said that consumers want a product to sail touch and willing to pay more for it. “Lowering the price to get cheaper and cheaper is not our goal,” he said. “Our goal is not to compete at the bottom line.”

Sony hopes that its new electronic book reader will be able to compete more closely with its main competitors, like Apple iPad and the Amazon Kindle. Book retailer Barnes & Noble also launched The Nook ebook reader in the U.S., and both Kindle and Nook, which has the ability to wirelessly download books directly to the device, much cheaper than Sony Touch Edition.

Sony also plans to announce a Kindle-style application for iPhones and Android-based smart phone, which allows users to download and read electronic books Sony in their handheld devices. Sony says the mobile version of their readers will be launched at the end of this year.