The AR Effect is the coolest app, it puts an augmented reality dinosaur into your photos. Why? Because dinosaurs.
Sony PlayMemories Online collects all the photos you take on your Sony phone and stores them in a cloud based location. That's useful if you're always running out of space on your phone.
The phone looks good, but I don't know why Sony insists on loading all the extra software features on there, it doesn't add much apart from making it harder for Sony to update it with new versions of Android.
Storage is unlimited -- that's impressive. It's in Germany, France, the UK and the US, and some other countries too.
The Z1 gives you 'best in class imaging', Hirai enthuses. 'But as you'd expect from Sony we're also giving you an outstanding screen'.
It's a 5-inch display, with Sony display tech on board.
It has a Qualcomm Snapdragon processor and 'premium' specs. That'll mean quad-core, then.
Better performance, better battery life says Sony: nice.
If you buy this phone you'll get a movie pass to see a digital version of the film Elysium.
Interesting to see Sony really starting to make the fact it owns a movie studio and music label work for its electronics business.
That's all for the Z1. 'We're continuing to drive innovation' Sony says.
SmartWatch 2 has got a release date -- it's out later this month, across the globe.
I wonder why Sony would want to talk about its existing smart watch today, eh?
SmartWatch 2 will be in shops next month: I wonder when Samsung's Galaxy Gear will appear?
Hirai is talking more about the Z1's camera tech. There's one more surprise, it seems.
Crikey, how bizarre -- the Cybershot QX10 and QX100 are camera lenses that clip onto your smartphone.
A lens that clips onto a phone so you can take better pictures is a great idea, but how much will it cost?
I don't know why a lady had to have that lens on a tray
The lens is huge, a proper DSLR-style affair by the looks of it, and connects to your phone wirelessly. Good idea? Have your say in the comments.
'I'm not going to let you down' Hirai says. He's talking about the camera tech still, but it's still inspirational. *Wipes away single tear*
Our photographer Josh Miller has just nodded and said "nice" at the QX100, so there's at least one customer for this.
Both lenses have Wi-Fi and Sony Exmor image sensors. The X100 has a 1-inch sensor.
The Xperia Z1 is 'truly a watershed moment' Hirai says. No pun intended.
'I'd like to take a moment to share with you, a video'. Here's some more Xperia Z1 footage.
We're hearing from Sony designers who worked on the phone. It's a very Apple-esque presentation on design and craftmanship. The phone does look pretty cool though, and waterproof is a big feature that I'd like to see in more phones.
Phones are the one part of Sony Electronics that's doing well at the moment, and the Xperia Z1 does nothing to upset that. Nothing to win the smartphone race, either, but it's another step in the right direction.
We're hearing again about the live broadcasting tech. It sends video from your phone straight to Facebook, complete with comments. Sounds like a battery killer, but could be handy at birthday parties, perhaps!
The video is over. A smattering of applause.
The Z1 will launch this month. Wow, that's quick, Sony!
I'm guessing all of Samsung's top-end smartphones will be waterproof next year, it's a great feature.
It seems we're wrapping up. New TVs, audio tech and cameras, but the Z1 is the main event, and very much hogged the limelight.
'Ladies and gentleman, thank you very much for your attention this afternoon.' That's a wrap, folks.
We're off, but make sure you check out all our coverage of the new Sony tech. Thanks for reading, everyone, have a great day!