Press Release

PlayNowTM plus: Sony Ericsson with Orange exclusively launches the first unlimited music download service by a mobile phone manufacturer

With PlayNow™ plus Sony Ericsson and Orange are launching the first unlimited music download service by a mobile phone manufacturer in Austria. With PlayNowTM plus existing and future Orange customers can download and listen to millions of songs as well as forever keep 200 songs per year. For only 19 euros per month including 1 GB data volume for Web/WAP.

To date two business models have prevailed on the mobile music market: the buying model (customers pay per song downloaded) and the rental model (as long as the subscription is active, customer can download and listen to songs). PlayNowTM plus combines the best of both worlds:
Following the successful launch of PlayNowTM arena last December (dual download multimedia service for games, display profiles and music: up to 5 million DRM-free tracks at an average price of 0.99 euros), with PlayNowTM plus Sony Ericsson established yet another milestone in the service area, which becomes more and more significant for the company. PlayNowTM plus is a music download service completely integrated into the mobile phone at a lump fee.

Orange: Unlimited fun with music at a fixed price
PlayNowTM plus is available at Orange at a fixed monthly fee of 19 euros. Orange customers get millions of songs directly on their mobile phones and PCs and can forever keep 200 DRM-free songs per year. In addition, a data volume of 1 GB Web/WAP is included in the package, which is not used for the PlayNow™plus service. As a launch offer, if activated by 27 June, PlayNowTM plus is free for three months.2

The PlayNow™ plus & internet package at a glance:

- ?Unlimited download and listen to millions of songs on the mobile phone and PC 
    (no sideloading/no PC synchronisation necessary).

-   Instant availability: On the new Sony Ericsson Walkman ™ mobile phones (W595, W902 and other models) 
    1,000 of the most popular songs are uploaded (the selection is based on both national and international 
    charts)

-   No additional cost for the PlayNow™plus download data volume

-   Additional 1 GB Web/ WAP data volume for surfing via the mobile phone

- ?Keep 200 Songs per year: By buying a Sony Ericsson W595 or W902 model at Orange in combination with a
     PlayNowTM plus package, customers are authorised to download an unlimited number of songs to their   
     mobiles. Customers may keep 200 of their favourite DRM-free songs per year.

- ?Millions of songs: PlayNowTM plus offers more than 3 million music tracks by all big record label as well as
     many national and local artists.

- ?Play NowTM plus Community: Owing to the Tell-a-Friend feature all songs may also be shared with friends.

Sabine Bauer, CSO at Orange: “Music and the Orange brand belong together. By launching the download zone, the legendary ONE Loves Music campaign and sponsoring the most important Austrian music festivals from Nova Rock to Frequency, Orange has positioned itself as the most music focussed provider on the market. Since Orange brings down barriers, we are particularly delighted to provide our customers with PlayNowTM plus and offer them a user-friendly download experience without limits.“

PlayNowTM plus has been available since 3 June 2009 in the Orange web shop together with the new Sony Ericsson Walkman™-mobile phone W595 (including 40 euros web shop bonus). It will be sold in Orange shops starting from 9 June. At the end of June 2009 the new PlayNowTM plus, which is compatible with the Sony Ericsson W902, will be available at Orange.

Sony Ericsson as communication entertainment brand
For Sony Ericsson PlayNowTM plus is proof that it is indeed positioned as a communication entertainment brand. Since the launch of the joint venture in 2001, the company has already been working on uniting communication and entertainment in mobile phones. In 2005 Sony Ericsson launched the first Walkman™ mobile phone; to date more than 100 million have been sold worldwide. The company also offers a customised offer in the areas of imaging, gaming and messaging. Increasingly it is, however, not only about hardware, but also about integrated services and applications. This is exactly where Sony Ericsson positions its PlayNowTM services. “As communication entertainment brand we want to combine entertainment experiences in offers which can be seamlessly integrated into the home entertainment network. The user can both use and share with others his or her content in high quality (music, pictures and videos) via television, PC and HIFI system“, explains Andrea Gaal, General Manager Austria & Switzerland Sony Ericsson “With PlayNowTM plus we underscore this intention. Owing to seamless integration into the W595 and W902 as well as other models in future we ensure that our customers get the best music experience with this service – a comprehensive offer which is easy to use as well as high quality.“

The W595 and W902 with PlayNow™ plus – exclusively at Orange
The Sony Ericsson W595 and W902 are the first two mobile phones which have PlayNowTM plus. They convince with superb sound quality just like the W980 model, which was recently given the award for “best audio experience“ by the German TESTfactory*. In addition to first rate music with a crystal clear sound, the W595 and W902 models inspire with popular Walkman™ features, such as for instance TrackID™ and SensMe™, a feature by means of which music is automatically adjusted to the current mood or Shake Control, permitting control by a simple wrist movement. The W595 model convinces with a 2-GB storage card, a 3.2 megapixel camera and Bluetooth. The model W902 offers first rate stereo sound with Clear Stereo and Clear Bass; the 5 megapixel camera as well as a 8 GB storage card complete the premium mobile phone offer.

Duty of notification
* The TESTfactory is an independent testing laboratory of Motor Presse Stuttgart, certified according to DIN EN ISO 9001 and accredited according to ISO / IEC 17025.
** on condition that files are eAAC+ coded
1) Facts and feature may vary in individual countries.
2) Talk and standby time result from network setting, SIM card type, devices connected as well as various other activities, e.g. games: delivery scope and colour options may vary from market to market. All accessories are maybe not available on all markets.
Copyright © 2008 Sony Ericsson Mobile Communications AB.
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