Your laser is dead.
You need to take your PS3 apart and take the drive out. Once you have the metal shell off, you should be able to find a sticker on it with a model number. It's likely you've got a KES-400A model drive though judging by the model number of your PS3. (I've got a CECHC04 PS3 as well and it used this model of drive).
This is how much you're looking at for a new laser: BRAND NEW FAT PS3 LASER KES-400A KES-400AAA UK SELLER | eBay UK
You need to be pretty confident to take the drive apart to replace it. There are good YouTube vids showing the process.
This is roughly how much you'll spend for a new drive: Sony PS3 Blu-Ray DVD Drive & Laser KES-400A - NEW!!!! | eBay UK
Replacing the drive is easier than replacing the laser. It's just more expensive, and make sure you don't snap the sensor cable!
60GB (120GB WD Scorpio Drive) PS3 (CECHA01, NTSC), 3.7OFW
60GB (640GB Samsung Drive) PS3 (CECHC04, PAL), Kmeaw 3.55, Repaired (Dead Laser)
PSP-1003 FAT, CFW5.00 M33-6 & Prometheus v2
X-Box 360 Xenon (JTAG'ed, 500GB HDD)