It’s official! The latest PSP firmware version 3.10 is now available for download from Sony Computer Entertainment (Japan). As usual the new firmware update will be available for all other region shortly; via network update and manual download.

UPDATE NOW AVAILABLE:
PSP Firmware 3.10: Japanese | US | European | Chinese | Korean

Firmware 3.10 includes the following changes:

GAME
★ Support for PLAYSTATION Network titles has been expanded.

NETWORK
★ Support for the MPEG-4 AVC format has been added [LocationFree™ Player]. Note: LocationFree™ base stations: Model LF-PK20 (Japan) or LF-B20 and LF-B10 (United States) are required for this new feature. For more information, please review: http://www.sony.net/Products/LocationFree/psp/
★ [Conserve Memory] has been added as a feature under [View Settings] in [Internet Browser].
★ [PlayStation®Spot] has been added as a feature under [Network]. (only for Japan; shown below)

SETTING
★ [Dynamic Normalizer] has been added as a feature under [Sound Settings] in [Settings].
★ [Wireless HotSpot] has been added as a feature under [Network Settings] in [Settings].

PlayStation®Spot

(picture courtesy of AVWatch)

(Sony’s Press Release: January 17, 2007. Tokyo, Japan) - As previously announced, on April 5th 2005 Sony Corporation signed a global partnership program contract with FIFA (Fédération Internationale de Football Association). Effective January 2007, Sony will formally embark on a range of activities as an official partner of FIFA. This contract will run for 8 years until 2014, with a contract value of US$305 million (approximately ¥33.0 billion; based on exchange rate when contract was concluded on April 2005).

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Each month (content permitting) ATRACLife will link reviews written in the forums by our faithful forum members for the whole world to see. Without further adeu, here are a few well-written summaries of the current Walkman experience. Thanks to all of the featured reviewers for taking the time to contribute to the community! We are considering prizes for the best reviews, so please start reviewing your equipment in the Equipment Review/Pictorials Forum.

Stuge’s Gold NW-S703F Review.

bland1000’s Sony Ericsson W42S ATRAC Phone Review.

• Zizone’s NW-S706F/Black Review.
• simon.gieson’s Sony Ericsson W950i Review (German text) (click here for album)

The PSP™ Content Pack for the month of January is now available for download at SCEA. (click here) The pack includes:

PSP® Content
★ Ghost Rider – Screenshots (ESRB: T)
★ January 2007 Wallpaper
★ Ratchet & Clank®: Size Matters - 8 Min Behind the Scenes Video (ESRB: E+10)
★ Ratchet & Clank®: Size Matters – Trailer (ESRB: E+10)
★ SOCOM U.S. Navy SEALs Fireteam Bravo 2 - Trailer 2 (ESRB: T)
★ Star Wars Lethal Alliance - Trailer 2 (ESRB: T)
PlayStation®2 Content
★ SOCOM U.S. Navy SEALs Combined Assault - Trailer 2 (ESRB: T)
★ SOCOM U.S. Navy SEALs Combined Assault – Wallpapers (ESRB: T)
PLAYSTAION®3 Content
★ PS3 TV Spot - Baby
★ PS3 TV Spot - Cell Processor
★ PS3 TV Spot - SIXAXIS™ Wireless Controller
PlayStation® Content
★ Fourth Annual Gran Turismo™ Awards - Part 1
★ Fourth Annual Gran Turismo™ Awards - Part 2
★ Fourth Annual Gran Turismo™ Awards - Part 3
★ Fourth Annual Gran Turismo™ Awards - Part 4

The PSP™ Content Pack is a free download that features preselected content, optimized for your PSP system. We will provide the Content for you each month. All you need to do is connect your PSP to your PC, download the pack, then just sit back and relax while everything is transferred to your PSP system. Once the process is complete, your PSP system will be stocked full of the latest in PSP system optimized video clips and trailers, wallpapers, screenshots, audio clips, and game content, all for your viewing pleasure. Check back here each month for the newest edition of the PSP™ Content Pack.

It has come to our attention that Sony Electronics Asia Pacific has recently launched an interesting marketing campaign for its newest Walkman (NW-S700/S600). The new campaign is known as “Soundaholics” and TV ads featuring a “Soundaholic” with his new NW-S700/S600 series were seen recently on TV in Hong Kong, Singapore and Malaysia. Variants of these TV ads along with other videos can also be viewed within the campaign’s website – FeelEverySound.com. In addition to videos, three types of “Soundaholics” desktop wallpaper are also available for download from the campaign’s website.

Naturally, residents of Asia Pacific are encouraged to visit FeelEverySound.com every week. Why? It’s because you could win a NW-S705F by taking a “Soundaholic Response Test” as shown below. Good luck!

Mobile-phone maker Sony Ericsson Wednesday said net profit more than tripled in the fourth quarter as it bucked an industry trend toward lower prices.

Sony Ericsson President and Chief Executive Miles Flint put the strong result down to strong sales of its Cyber-shot camera phones and Walkman digital music phones and strong growth in Latin America, Asia Pacific and Europe.

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Sony Japan is still on a roll with new color variations for its standard PSP lineup. The latest color is a sleek looking Champagne-Gold and it will be available for retail sale in Japan on February 22, 2006 for 20,790 yen (approx. USD$174). The latest color variation will set the Japanese domestic market with six standard PSPs – black, ceramic white, pink, silver, metallic blue and champagne-gold.

It is interesting to note that the highly anticipated PSP game, Monster Hunter Portable 2 will also feature the Champagne-Gold PSP in its limited edition Premium Package of 22,222 units. The limited edition Monster Hunter Portable 2 Premium Package as shown with its accessories below will also debut on February 22, 2006 for 27,300 yen (approx. USD$228)