The company has 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, a music promotional space for new, unsigned and developing artists.

Sony Ericsson has partnered 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. The company is currently negotiating further deals with a host of regional labels to further broaden the variety of music available and bring a wealth of localized content direct to the consumer. The majority of the content is DRM free.

Sony Ericsson introduced PlayNow 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 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.

With mobile games remaining a key focus, Sony Ericsson has also added 250 new games through existing deals with leading games manufactures such as EA Games, Gameloft, THQ, Glu, Digital Chocolate and I-Play. Sony Ericsson users download more games to their phones than users of any other mobile phone brand. These deals take another step in cementing its number one position in the mobile games market.

PlayNow Uncut (previously know as M-BUZZ) is a promotional space for breaking new and emerging artists via Sony Ericsson’s product, content and marketing channels. PlayNow Uncut showcases selected, previously 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 USA 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 is an open environment that offers something for everyone. We see PlayNow Uncut as the edgy version, whilst the PlayNow music section is more a case of familiarity, giving consumers something they know and are already comfortable with. Consumer experience is our absolute priority and we will continue to develop PlayNow arena as a service that appeals to all consumer segments and lifestyle trends," said Martin Blomkvist, Head of Content Acquisition & Management at Sony Ericsson.

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.