Today, Sony Ericsson has announced the launch of PlayNow plus. The service provides music downloads for its customers, and will be available both on phones and PCs. This launch is closely connected with the company's collaboration with Omnifone, licensing terms having been discussed with labels such as EMI, Sony BMG, Universal Music Group, Warner Music, and several thousands of local music labels.

Sony Ericson will include over 1,000 popular tracks in each PlayNow plus phone, all of which will be available for download from local and global labels. PlayNow plus customers will also be able to download unlimited amounts of music to their desktop computer, using PlayNow plus Desktop, an application that synchronizes itself with the PlayNow plus mobile version, using broadband and 3G or HSDPA connectivity.

PlayNow will become available in the UK, the Netherlands, Belgium, Austria and Switzerland in the fourth quarter this year.

According to the press release posted on the Omnifone website, “Omnifone’s partnership with Sony Ericsson for PlayNow plus will drive global mass market uptake of legal unlimited digital music downloads on mobiles,” as Rob Lewis, CEO of Omnifone, explained. “Walkman is the world’s most iconic portable music brand and Omnifone is partnering with Sony Ericsson to bring a fully integrated unlimited music downloads service to millions of Walkman mobile users, with the potential to increase operator music revenues whilst providing unlimited music to consumers, with the ability for consumers to convert their favorite tracks and keep them DRM-free forever.”

Rob Wells, senior vice president, Digital, Universal Music Group International, also said that, “We believe the combination of Omnifone’s leading edge unlimited music capability paired with Sony Ericsson’s popular range of music phones will have lasting implications for the delivery of digital music services globally. Consumers will have the ability to download, play and share music, on the brand of devices which were ultimately responsible for starting the mobile music revolution.”