Hey, Hey Sony.
I've got an idea.
Make a peripheral for Sony/Ericcson phones. It plugs into the usb, it clamps to the phone, and it gives the phone 4 button and a 4 way digipad. (and you can take it off when you're done, so you're not lugging around a brick that occasionally plays games)
Result: Univeral availability, no need to purchase a 'gaming' phone, mass game developers heading your way, then take your pound of flesh for using your format.
Would probably boost your lacklustre phone sales too.