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Sony Ericsson Unveils PlayNow Kiosk
Mobile Phones | Just Announced
Thu 15 Jan 2009

Sony Ericsson tops up PlayNow™ service content for offline download at innovative kiosks in Asia

An extension to PlayNow™ service in the region, the world's first-of-its-kind content delivery service lets mobile entertainment lovers download full-length movies, TV series, gaming titles and thousands of DRM-free music tracks directly onto their mobile phones.

Asia Pacific – 14 January 2009 – Sony Ericsson continues its commitment to deliver mobile entertainment content by expanding its PlayNow™ service to PlayNow™ kiosks in Asia. PlayNow™ kiosk is the first-of-its-kind, in-store mobile entertainment content service that completes Sony Ericsson's PlayNow™ offering globally, which includes PlayNow™ arena and PlayNow™ plus. Asia Pacific is the first region to roll out PlayNow™ kiosks.

As an extension of PlayNow™ -- a music and content download service available on Sony Ericsson mobile phones since 2004 – there will be PlayNow™ kiosks at more than 80 Sony Ericsson stores throughout Indonesia, Malaysia and Singapore during the first phase of the rollout. Through PlayNow™ kiosks, consumers can easily browse and purchase mobile entertainment content through a highly intuitive and user-friendly interface on touch-screens panels.

First mobile entertainment content delivery service at retail locations

Using a smartcard available for sale at Sony Ericsson stores, consumers simply need to connect their mobile phone to a download station, select the entertainment content they wish to download, and in a matter of minutes, the items will be transferred directly to their handsets.

At launch, the PlayNow™ kiosks will feature full-length blockbuster movies, TV series, gaming titles and more than 23,000 DRM-free music tracks, providing an instant boost to the entertainment experience for customers who desire content-on-the-go. Throughout the year, titles will expand rapidly to include more mobile entertainment content, potentially tapping on the extensive library of content on PlayNow™ arena and PlayNow™ plus, which includes 5 million music tracks and 250 games.

As part of its promise to deliver content that is customised for this region, selected movies will be available for download on the same day as its local DVD release date, and PlayNow™ kiosks will also offer a wide range of music tracks from local talents.

"Consumers now demand new and exciting content for their mobile phones. With the new extension of our PlayNow™ service, they will have a choice of a unique and compelling alternative to download digital content directly onto their phones offline at the PlayNow™ kiosks available across Asia Pacific," said Hirokazu Ishizuka, Corporate Vice President, Head of Asia Pacific Region at Sony Ericsson. He continued, "Taking advantage that Asia Pacific is the first region to launch, we have customised the solution to include a repertoire of Asian content to suit the local market needs. They can also keep their music downloaded from the PlayNow™ kiosks forever."

As a result of a content licensing partnership with Sony Pictures Entertainment (SPE), the latest movies, TV series and mobile games distributed by SPE will be made available on the PlayNow™ kiosks. This is the first time that such content are available through a download channel and movies available for download at launch include Will Smith's blockbuster, Hancock, the hit Adam Sandler comedy, You Don't Mess with the Zohan, and the card-counting thriller 21. TV series will include popular dramas such as Cashmere Mafia and The Tudors. Mobile games will include games based on the new James Bond movie, Quantum of Solace and Spider-Man 3.

"Our partnership with Sony Ericsson continues to build new markets for music," said Kelly Chew, senior vice president, marketing, Asia of Sony Music. "Music is a daily companion to most people and we are constantly exploring new ways of making our music, be it full song, video, ringtone; accessible to consumers. With PlayNow™ kiosk, music fans can now enjoy music content, anytime, anywhere on their Sony Ericsson phones."

Speedy bulk downloads at affordable prices

PlayNow™ kiosk is an innovative alternative to purchasing mobile entertainment content through OTA service for Asian consumers. PlayNow™ kiosks offer the convenience of speedy downloads of bulk content -- be it complete music albums or movies – at an affordable price and directly onto their mobile handsets. What's more, a 50-track compilation comes at just S$9.99!

About PlayNow™

Sony Ericsson first introduced PlayNow™ in February 2004 as the easiest way to pre-listen and then purchase ringtones directly to your phone. The service has proved a hit with consumers and is now available in 32 countries around the world, with more than 200 million downloads a year.

About PlayNow™ arena

PlayNow™ arena is a dual delivery service for download of digital entertainment content such as music, games and ring tones. With PlayNow™ arena , the consumer receives the music track both on the PC and the mobile phone. The Nordic countries (Sweden, Norway, Denmark and Finland) were the first countries to launch PlayNow™ arena in August 2008. PlayNow™ arena offers 100% DRM-free music (non-copyright protected) in high quality mp3 format (320 kbps). This allows music to be transferred freely between devices. PlayNow™ arena is now also available in Netherlands, Belgium, Switzerland, Austria and the UK.

About PlayNow™ plus

PlayNow™ plus is an "all you can eat" unlimited integrated music subscription service to your mobile and your PC. Sony Ericsson launched PlayNow™ plus in Sweden in Q4 2008 together with the operator Telenor. PlayNow™ plus gives you access to millions of DRM protected music tracks from all major world wide record companies as well as local record companies. The extensive selection of music covers all genres, new music and old classics. And at the end of the subscription period, should you choose not to continue, you get to keep your favourite tracks, all in high quality DRM-free MP3 format.