Sony plans its very own socially-connected iTunes

Sony plans to launch its own music, movies and gaming service, based on its existing PlayStation Network (PSN), which already has 33 million users.

The new store, which enhances Sony’s competitiveness with Apple’s iTunes service and associated digital media products, is also expected to sell eBooks and mobile apps. The store may be called Sony Online Service (SOS?), but the company isn’t yet prepared to commit to a name or launch date.

In addition to selling digital content, the store will allow consumers to use their online accounts to save, upload and share digital content. “Sony will have a one-to-one relationship with customers to offer subscription services, cloud storage of personal content, as well as unique entertainment,” said Howard Stringer, chairman, CEO and president at an investor meeting in Tokyo.

The company plans to have consumers register for the service the moment they pull a TV or music player out of the box, Sony’s Kazuo Hirai told BusinessWeek.

“It’s not just access content, stream it, and enjoy,” he said. “What are your friends watching right now? There’s a screen that says all the programming that’s available. It highlights all the things that your friends are watching, for example. It’s a community experience.”

PSN offers more than 450 games, 4,000 add-ons, 2,417 movies and 15,042 TV episodes. It is expected to raise up to $500 million this year, MusicAlly reports.

Sony is still figuring out the mechanics of the service - it hasn’t yet decided how many devices will work with media purchased and downloaded by users, for example.