New release of PlayNow download service, more content and new UI

PlayNow™ is Sony Ericsson's popular over-the-air (OTA) download service available directly from the phone menu on most Sony Ericsson phones featuring games, ringtones and full-track music. Announced in Berlin on June 14, 2007, the new version (PlayNow version 4.0) significantly expands the amount of content available, including more music tracks, games, ringtones (mastertones) and wallpapers, and simplifies the end-user browsing and purchasing experience with a new UI and menu.

PlayNow was introduced in February 2004 on the T630 phone as the easiest way to purchase polyphonic ringtones and since then the download service has evolved dramatically to include mastertones, real tones, games and full music tracks in 20 markets.

PlayNow version 4.0
PlayNow is easily accessible by an icon on the phone's desktop and offers the opportunity to preview or pre-listen to a variety of media content and then purchase it over-the-air.

In addition to a new UI and menu, PlayNow 4.0 also includes:
- Hundreds of games and the ability to browse by genre
- Catalog of thousands of Sony BMG tracks to pre-listen and buy
- Addition of downloadable wallpapers
Greater choice of ringtones (mastertones)

New UI and menu options in PlayNow 4.0

PlayNow 4.0 requires no new software in the phone, so will be available on most Sony Ericsson phones during June 2007.