Sony Ericsson launched its own channel in Android Market, stating in a blog post that it is “the first mobile phone manufacturer to do this.” The move sees the “My Apps” option in Android Market replaced with a link to the Sony Ericsson channel – although the company noted that My Apps is still available via the menu key. The intention is to provide an easier path for customers to find suitable content and “things we know really enhance the user experience of our phones.”

According to the company, it will use the channel to recommend games and apps, and provide access to its own products – for example the Timescape plugins supported by some devices. It also said that it will “from time to time” offer exclusive games and apps via this channel, and use it to help developers and partners promote products to consumers.

The Sony Ericsson channel is described as “an operator dependent feature,” meaning it will not be supported by all of the vendor’s devices when they reach customers.