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Sony Ericsson Announces Plans To Offer Applications Through PlayNow™ arena And Opens Submission Process For Developers.

from: Press Release

03 June 2009

Longstanding
experience in selling mobile applications across a wide variety of
markets to be consolidated in Sony Ericsson’s content and service
platform, PlayNow™ arena.

San Francisco, Calf. – June 3, 2009 – Sony Ericsson
today announced the imminent addition of applications to its mobile
content service, PlayNow™ arena. This is the next expansion of the
PlayNow content and service platform, following the announcement of
PlayNow™ arena Movies on May 28. Today’s announcement puts PlayNow™
arena in a unique position, offering consumers a fully integrated
content marketplace for their Sony Ericsson phones and giving
third-party developers access to an established mobile content market
channel for their content.

Applications will be offered in the 13 countries that currently
support PlayNow™ arena. The service platform, which is compatible with
38 Sony Ericsson phone models, will roll out to further markets and
models over the year.

“Sony Ericsson is delighted to introduce applications as the latest
evolution of PlayNow™ arena, offering an established market place to
our developer and partner community,” said Björn Ahlberg, Head of
Content & Services at Sony Ericsson. “By bringing high-quality
applications into PlayNow™ arena, consumers are only one click away
from the world-wide creativity of innovative application developers.”

Featuring the hottest music, ring tones, games, themes, wall papers,
movies and now applications, the PlayNow™ arena builds on Sony
Ericsson’s long experience of selling mobile applications and content
through Fun & Downloads, the Sony Ericsson online content service
established in 2003 and available in 69 countries. Over the years,
mobile consumers have embraced the freedom to play, discover and
download the latest content resulting in over 150 Million downloads
last year (2008). Fun & Downloads will continue to offer premium
and free content to Sony Ericsson consumers while PlayNow™ arena is
being rolled out to additional markets. Both content services offer
well-established billing solutions including SMS transactions, credit
card usage and operator billing.

The Sony Ericsson PlayNow™ arena application catalogue will
primarily focus on high quality applications, providing the best
possible user experience on Sony Ericsson mobile phones. To ensure a
wide application offering, Sony Ericsson will collaborate with GetJar
and provide a one-click access from PlayNow™ arena to their extensive
market channel.

Application submission to Sony Ericsson – new web site opens July 1st

Sony Ericsson also announced it will start accepting application
submissions as of July 1st, allowing developers to submit high-quality
mobile applications to the PlayNow™ arena as well as to the established
online application service, Fun & Downloads. There will be no fees
for either service.

The submission process requires little effort and offers a quick
time-to-market. Initially, it will be open for Java™ ME and Symbian OS
applications and later this year will expand to cover additional
platforms.

“We recognise that it needs to be simple and attractive for
developers to reach consumers and that there need to be established
content channels to push creative applications. Our new application
submission process gives developers easy-to-use access to the Sony
Ericsson PlayNow™ arena market place. ” said Christopher David, Head of
Developer and Partner Engagement at Sony Ericsson

The new Sony Ericsson application submission site opens on July 1st, 2009:

www.submit.sonyericsson.com

For more information please visit:

www.playnow-arena.com and www.sonyericsson.com/fun (Fun & Downloads)

Sony Ericsson is a top, global industry player with sales of
around 97 million phones in 2008. Diversity is one of the core
strengths of the company, with operations in over 80 countries
including manufacturing in China and R&D sites in China, Europe,
India, Japan and North America. Sony Ericsson was established as a
50:50 joint venture by Sony and Ericsson in October 2001, with global
corporate functions located in London.

Sony Ericsson Developer and Partner Engagement Program and
Developer World represent a global support program and web portal
totally dedicated to helping professional wireless developers and
content partners achieve business success by providing easy-to-find
documentation, tools, technical advice and go-to-market support. Sony
Ericsson Developer World guides developers through the development and
application submission process thereby ensuring a constant stream of
fun, useful and innovative content and applications for Sony Ericsson
phones. Visit the website at www.SonyEricsson.com/developer

FOR MEDIA INFORMATION PLEASE CONTACT:

US Enquiries

Katherine Brodahl

Burson-Marsteller | San Francisco

415.591.4018

katherine.brodahl@bm.com

Europe/India/China enquiries

Heleana Quartey

Burson-Marsteller | EMEA

+44 207 300 6348

heleana.quartey@bm.com

Sony Ericsson Content & Service Communications

Ullrika Svenburg: +46 761 44 24 27

General Press: +44 208 762 5858

E-mail: press.global@SonyEricsson.com

Product images: www.sonyericsson.com/press