San Francisco , California ( CNN ) -- Stopping short of directly addressing intensifying speculation about a PlayStation phone , Sony 's Peter Dille acknowledged that its portable game system could be due for a change soon . Dille , the senior vice president of marketing at Sony Computer Entertainment of America , was asked about the so-called PlayStation Phone , which was first reported by Engadget , in a fireside chat Wednesday at a conference in San Francisco . Refusing to confirm or deny rumors , Dille did say the lack of a cellular data connection could be holding back Sony 's PlayStation Portable game system . `` The PSP is a Wi-Fi device , '' he said . `` People are used to having always-connected devices . '' Sony 's home game consoles have had life spans of 10 years each , and the PlayStation 3 will continue to be supported for at least that long , Dille said . But `` the portable market moves so fast , '' he said . At six years , the PSP may be looking dry . Indeed , Sony has had to reverse its marketing strategy to target younger gamers for that system , Dille said . Now , the PSP is having to compete with more fully featured hand-held game systems that can also make calls , send text messages and provide a window to thousands of games and apps . Apple chief Steve Jobs has boasted in news conferences , saying the iPod Touch and iPhone have become the hand-held gaming leaders . The company recently launched a social networking hub called Game Center . However , Dille said Sony has competitors , like Apple 's iPhone and Google 's Android , beat for the attention of serious gamers . PSP 's focus is on long , immersive entertainment , not five-minute battles between meetings . `` These are largely time-killers , '' Dille said of smartphone games . `` Gamers are n't satisfied with that . '' Whether Sony sees Android 's gaming marketplace as a competitor or potential partner , Dille declined to comment . Engadget reported that Android could power the rumored PlayStation Phone . A spokeswoman present during a CNN interview with Dille after the onstage chat said , `` We have relationships with Google . '' The PSP can already do more than just gaming , Dille said . It has applications for watching movies , making calls over Skype and limited Web browsing . But many of those functions are limited by whether you have Wi-Fi access . Plus , it 's not a phone , so you need to carry multiple gadgets . But that could be a selling point , said Dille . `` Consumers like different boxes , '' he said . Sony 's goal for the PlayStation Network -- the online component for gaming and downloading video of which Dille is also the senior vice president -- is to be an entertainment centerpiece and be always accessible . The current PSP does n't quite fulfill that vision . `` I do n't think we fully realize that vision with a Wi-Fi device , '' Dille told CNN . `` If it 's not connected [ to a cell network ] then it does sort of limit people . ''
A Sony executive declined to address rumors about the PlayStation Phone . He indicated that the PlayStation Portable system could be due for a change . Specifically , only connecting to the internet via Wi-Fi can be limiting , he said .