In an effort to retain a firm foothold in the consumer digital photography market, Sony will launch an enhanced version of PlayMemories Online on May 25, with 5GB of free space for photo and video content. It will easier for owners of Sony devices to share photos and videos. Sony will further enhance the service with an Android application on the Google Play store and an iOS application is slated for future release.

Photos taken with a Sony digital camera are transferred to a computer and then uploaded to PlayMemories Online for either Windows or Mac. Once the Android application is available, photographers with cameras that include Wi-Fi connectivity will be able to share photos directly to anyone with an Android-based smartphone or tablet. Viewing devices include the Sony Bravia TV, Sony digital photo frames, PlayStation 3 or Vita.