Sony Ericsson widens direct-to-consumer efforts with PlayNow music store

Like rival Nokia Corp., Sony Ericsson is stepping up its direct-to-consumer content business.
The London-based handset manufacturer said it will expand its PlayNow business, adding a song-identification application and “millions of music tracks and thousands of mastertones from both major and independent labels.” Sony Ericsson also plans to broaden its mobile game and wallpaper portfolios and closely integrate the “arena” between mobile phones and PCs.
PlayNow was launched nearly four years ago as a storefront for ringtones, and the service is now offered in 32 countries. Sony Ericsson said the expanded business will “embrace openness” by offering DRM-free music files; PlayNow will also support Microsoft Corp.’s Windows Media DRM-enabled devices.
The announcement follows Nokia Corp.’s rollout of Ovi, an aggressive direct-to-consumer play unveiled in August. Ovi comprises mobile mapping, music, games and social-networking offerings; components of the broad effort are just beginning to come to market in Europe.
Like its rival, though, Sony Ericsson will have to strike a fine balance in targeting users directly without infuriating its carrier partners. Nokia has a checkered history in the direct-to-consumer space-including the shuttered Club Nokia effort-and has recently run into speed bumps with its new mobile gaming and music efforts.
The expanded PlayNow business will launch “in selected markets” in the second quarter of 2008 with a continuous rollout throughout the rest of the year.