I'd say this is for cloud-based media from their movie arm of the business.
Sony are in a situation where they have to play "follow the leader" or get left behind, like when their Walkman brand got overthrown by the iPod, and they never recovered, or when they decided not to invest in new screen techs, and let the South Koreans beat them to it. Now their LCD panels are made courtesy of the likes of Samsung and LG...







