It's Sony's turn to get into the mix.

Sony

The Japanese consumer-electronics giant plans to hold an event on October 9 in New York. The invitation was sent out by Sony's mobile division, suggesting that the Xperia Z3 smartphone, which was unveiled at the IFA trade show earlier this month, could be a focus of the event. The Xperia Z3 Compact, or a wholly new product, could be involved too.

A company spokeswoman declined to provide further details.

Sony has struggled with its smartphone business, which is the primary reason why the company said it would take a loss of $2.1 billion in the fiscal year that ends March 31, 2015. In particular, Sony hasn't had much luck with its distribution in the US. The event may be where the company reveals the specifics on pricing and availability for the smartphone.

T-Mobile has already confirmed it would sell the Xperia Z3, and there are reports that Sprint may also carry the device. To have a real shot at gaining a presence in the US, Sony also needs to get on Verizon Wireless and AT&T.

The tagline for Sony's event is "Demand Great."

Check back in with CNET for full coverage of the event.