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Sony Ericsson today unveiled the next stage in the evolution of PlayNow arena, its popular over-the-air (OTA) download service. At the MIDEM conference in Cannes, Sony Ericsson announced deals with 10 major record labels, adding over 5 million new tracks to its extensive catalogue. Sony Ericsson also unveiled the design and URL for PlayNow arena and launched PlayNow Uncut, (formerly M-Buzz) a music promotional space for new, unsigned and developing artists.

Today Sony Ericsson announced partnerships with 10 of the largest international and regional music labels including: Sony BMG, Warner Music Group, EMI, The Orchard, IODA, The PocketGroup, Hungama, X5 Music, Bonnier Amigo and VidZone, adding over 5 million new tracks to PlayNow arena. Sony Ericsson is currently negotiating further deals with a host of regional labels to further broaden the variety of music available and bring a wealth of localised content direct to the consumer.

Sony Ericsson introduced PlayNow in February 2004 as the easiest way to pre-listen and then purchase polyphonic ringtones directly to your phone. The service has proved a hit with consumers and is now available in 32 countries around the world, with annual free and premium downloads through both PlayNow and Fun & Downloads having reached more than 200 million. Since launch, the scope of the service has expanded to mirror the functionality of Sony Ericsson’s phones to include mastertones (MP3 ringtones), games, full music tracks, themes and wallpapers. In November 2007

Sony Ericsson announced its intention to further develop its PlayNow service with PlayNow arena, offering access to a greatly expanded range of content and combining the power of the PlayNow catalogue with unique applications like TrackID, which identifies songs and allows them to be downloaded directly to your phone or PC.

PlayNow Uncut (previously know as M-BUZZ) is a pro¬motional space for breaking new and emerging artists via Sony Ericsson’s product, content and marketing channels. PlayNow Uncut showcases selected, pre¬viously unreleased tracks, videos, artwork, interviews, tour dates and other artist information on Sony Ericsson mobile phones and the web at www.playnow-uncut.com.

The rebranding and alignment with PlayNow opens up new channel opportunities for artists and enables the site to target consumers worldwide, including the United States of America for the first time. With an international reach, the service has always been about presenting the best new talents from around the world, whatever their style or native language. Apart from the current streaming possibilities, the highest rated and most listened to tracks will be made available for sale in the music section of PlayNow arena. For artists, this will add revenue possibilities to the already extensive promotional benefits of appearing there.

The PlayNow arena will be brought directly to the consumer at: www.playnow-arena.com

The PlayNow arena will launch in Sweden, Denmark, Norway and Finland in May 2008 with more European markets to come at the end of Q2 2008 and further expansion in Europe, Americas and Asia during Q3 and Q4. Sony Ericsson predicts that the PlayNow arena will be active in close to 30 markets by the end of 2008.

The growth in popularity of the TrackID application has rocketed around the globe, presently recording more than 200,000 hits per day equal to more than two each second, a figure that has doubled in the last three months. TrackID will be an integral part of the PlayNow arena experience, offering an instant way to first hear a track – for example, in a coffee shop or on the radio – and then get it to your phone and PC. The PlayNow arena itself will feature TrackID Charts, created by consumers in real time using TrackID around the world. This will allow consumers to see what songs other users are searching for and wanting to hear the most, both globally and in their own market.

Source: Sony Ericsson press release

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