Bloomberg reports that Sony has joined forces with Infineon Technologies AG in order to reduce development costs for its consumer electronics division.

Both companies will own equal stakes in Qreatic Design, a new Tokyo-based venture that will design DRAM chips for use in Sony's consumer electronics including cameras and mobile phones as well as the Bravia and PlayStation brands.

"This deal allows us to combine Sony's chip-designing ability with Qimonda's chip-making ability," Sony President Ryoji Chubachi said in an interview today. "That way, we can share a roadmap to cut costs."

According to a joint statement from Sony and Infineon, the venture will probably begin operations by the end of the year. If all goes well, SCE president Kazuo Hirai will hopefully have decided to turn his thoughts into action by that time.