Stuart Corner
Monday, 28 January 2008 08:06
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Sony Ericsson is to develop its PlayNow ringtone download service, rebranding it as PlayNow arena and offering access to a greatly expanded range of content through deals with some of the largest international and regional music labels. It has also launched PlayNow Uncut, (formerly M-Buzz) as promotional channel for new, unsigned and developing artists.
The deals are with Sony BMG, Warner Music Group, EMI, The Orchard, IODA, The PocketGroup, Hungama, X5 Music, Bonnier Amigo and VidZone and will add five million tracks to the service. The company says it is 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 has also added TrackID functionality which identifies songs and allows them to be downloaded directly to a phone or PC.
Sony Ericsson introduced PlayNow in February 2004 allowing cellphone users to pre-listen and then purchase polyphonic ringtones on their phones. It is available in 32 countries and now offers mastertones (MP3 ringtones), games, full music tracks, themes and wallpapers. However the new PlayNow arena service will not be immediately available in all these countries.
Sony Ericsson has also added 250 new games through existing deals with games manufactures including EA Games, Gameloft, THQ, Glu, Digital Chocolate and I-Play. The company claims that users of its phones download more games to their phones than users of any other mobile phone brand, according to M.metrics data for European markets.
PlayNow Uncut is billed as a promotional space for breaking new and emerging artists via Sony Ericsson's product, content and marketing channels. It carries previously unreleased tracks, videos, artwork, interviews, tour dates and other artist information and is accessible from Sony Ericsson mobile phones or on the web at
www.playnow-uncut.com .
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