PlayMemories Studio may be another one (or an upgraded PlayMemories app) for editing videos, which also allows upload to FaceBook (?).
8^O
It looks like PlayMemories may end up being the unified system. I'm guessing it will also either replace or integrate with Personal Media Browser, the software that comes with Sony's digital cameras, which I think would be useful. If they can get the software on all important platforms, including Vita and PS3, that would be a big step forwards for them.
From the CES presentation I was getting the impression that they are starting to properly see their 300 million connected devices as a platform, which albeit perhaps babysteps, is nevertheless important.