It was the beginning of a new era at CES on Monday when Sony announced its first smartphone since the firm bought out Ericsson from their joint mobile phone venture.
Available globally in the first quarter 2012, the Xperia S is the first of the under fire Japanese electronics giant's new NXT series with the consumer heavy-focus as ever on multimedia and entertainment functionality.
Under the covers the device is powered by a 1.5Ghz dual-core processor and runs Android 2.3 (Gingerbread) although it will be updated to Ice Cream Sandwich by the second quarter.
The NFC-enabled phone has a high res HD screen, 12 megapixel camera and a new design dubbed "Iconic Identity" which Sony says helps emphasise the display.
Other nifty additions enabled by its Android OS include SmartWatch, which allows Android to wirelessly access calls, messages and apps and Xperia Smart Tags, which launch pre-configured, personalised settings when NFC Android phones are swiped against them.
Sony also pushed the device's entertainment credentials, saying it is PlayStation certified and offers access to the firm's Entertainment Network via an HDMI TV connection. Photos can also be shared wirelessly, Sony added.
Whether this device is the one to propel Sony into the top tier of Android smartphone vendors along with HTC and Samsung remains to be seen. Only time will tell whether its €1.05bn buy out of Ericsson was a stroke of genius or the final nail in the coffin of its smartphone ambitions.
Also at CES, Sony showed off its dual-screen Tablet P as well as the Vita portable gaming device and other innovations.
Geoengineering on the sea floor near glaciers would form a new ice shelf to prevent melting
Alterations in capillary blood flow can be caused by body position change
Curiosity rover is in 'normal mode' but not transmitting scientific data back to base
NatWest outage comes a day after Barclays' IT systems shut out customers and staff