The company announced at the MIDEM conference in Cannes its strategic plans for the PlayNow arena operated by the company.
The partnerships with 10 of the largest international and regional record labels included Sony BMG, Warner Music Group, EMI, The Orchard, IODA, The PocketGroup, Hungama, X5 Music, Bonnier Amigo and VidZone.
Sony Ericsson is currently negotiating further deals with a host of regional labels to further broaden the variety of music available and bring more localised content direct to the consumer.
The PlayNow service was launched in February 2004 as the easiest way to pre-listen and then purchase polyphonic ringtones directly to your phone. Since launch, the scope of the service has expanded to include MP3 ringtones, games, full music tracks, themes and wallpapers.
The service has proved a hit with consumers and is now available in 32 countries around the world, with annual free and premium having reached more than 200 million.
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