A model poses with Sony Tablet P (R) and S at a promotional event in Tokyo September 1, 2011.  [Photo/Agencies]

TOKYO/NEW YORK - Sony's new tablet computers failed to excite gadget reviewers and analysts who criticised the pricing and quality of the devices, underscoring the battle Sony faces regaining its consumer electronics crown.

Sony Corp is already late to the game with its first tablet, which hits stores this month, more than a year and a half after Apple Inc launched the blockbuster iPad and almost a year since Samsung Electronics Co Ltd came out with the GalaxyTab. Samsung's Galaxy occupies the No 2 slot in tablets that Sony is targeting.

Reviewers and analysts highlighted a high price and features that suggested Sony would remain an also-ran rather than a leader in the tablet market. Two versions of Sony's main tablet cost $499 and $599, the same price as two lower-end Apple iPad models.

"Consumers want tablets, but they are not prepared to pay the same amount they'd pay for an iPad for something that's not an iPad," said Gartner analyst Carolina Milanesi. "Despite the brand and different design, with its pricing so close to the iPad, it will be challenging for Sony."

Once a symbol of Japan's high-tech might, the maker of the Walkman and PlayStation gaming console is struggling under the weight of its money-losing TV division and badly needs the boost of a hit product.

"Sony really must be in the tablet market and must succeed," said Mito Securities electronics analyst Keita Wakabayashi.

Worldwide tablet shipments are forecast to more than triple this year to 60 million tablets and then rise to 275.3 million units by 2015, according to a report this month from research firm IHS iSuppli.  

Kazuo Hirai, President and Group CEO of Sony Computer Entertainment, presents the new Sony S tablet (R) and the P tablet during a news conference at the IFA consumer electronics fair in Berlin August 31, 2011. [Photo/Agencies]