I don't think they are worried, they could conceivable PURCHASE Sony with their cash surplus! Mediocre launch though, I may look at other phones when my upgrade is due next year. Although actually we have an iTV box coming so that wouldn't make any sense!
In total agreement with what said in the opening paragraph. Content has always been the crux of any search campaign, going way back!
Fresh content works but now it needs that little more quality and thinking behind it. Simple. And this for me is what I am personally competing against, those who publish on-going fresh quality content.
These tactics outlined should give you an idea of how to approach a content marketing strategy.