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PlayStation®Network can be located in the XMB™ (XrossMediaBar) as pictured below.
[PlayStation®Store], [Account Management] and [Sign Up for PlayStation®Network] are also located within the PlayStation®Network category.
Signing up for PlayStation®Network via your PS3

To sign up for PlayStation Network, simply select the
'Sign Up' icon and press 'X' to begin the sign up process. Registration is free* and easy. All you have to do is follow the on-screen instructions to complete the sign-up process. Once you have completed the process, you will have the option to 'Sign In' to the PlayStation Network and begin using the services like PlayStation Store, ABC's i-View, Chat, and Online Gaming.
Account Management

Once signed up, you can manage PlayStation®Network accounts directly from the PS3 Home Menu screen.
Auto Sign-In Off

Using this option you can enable or disable 'Auto Sign-in' to PlayStation Network, which automatically signs you in each time you switch on your PS3 console. Select PlayStation®Network > [Account Management], press the Triangle button, and then select [Auto Sign-In Off] from the options menu.
Sign Out
Select PlayStation®Network > [Account Management], press the Triangle button, and then select [Sign Out] from the options menu.
*Broadband internet service required. Users are responsible for broadband access fees. Using the iView service may be metered or unmetered depending on your Internet service provider.