London - Cell phone maker Sony (NYSE: SNE) Ericsson on Wednesday introduced PlayNow, an unlimited mobile music service powered by Omnifone that is due to launch with Telenor in Sweden later this year.

PlayNow phones will come bundled with up to 1,000 pre-loaded tracks, and at the end of the initial subscription period, will allow consumers to retain a specific number of tracks in a DRM-free format for use on their next phone, computer or other music device.

All of the major labels and "leading independents" are signed on to Omnifone's service, which is tailored for each individual market.

In addition to over-the-air downloads, the service will also allow unlimited music downloads to a computer via a PlayNow plus Desktop application, and an a la carte PlayNow DRM-free song download store.

Related Links:
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http://www.sonyericsson.com

http://www.omnifone.com