Kutaragi's game machines have been Sony's best profitmakers for years, and his team is busy creating a supercomputer-like PlayStation 3. But thoughts of a handheld PlayStation cum media device have intrigued him for some time. "I have music, I have pictures, I'd have games but I have no time," he says. "I set up a nice home theater in my house, but I cannot watch. Many times I would take United Airlines, Singapore Airlines, but their movies are very shabby. Game Boy is nice, but it's only for kids playing games. This [he holds up a phone] is still improving, but for watching a movie or playing a game, it's not the best solution. So we introduced this product to change the world."