Sony Ericsson’s latest ‘one-click content service’ PlayNow service is now available in India and content can be downloaded at a price between Rs. 9 and Rs. 99 with music also available in a range of local Indian languages.

PlayNow provides unlimited access to a wide range of music tracks (MP3 tones, polytones, truetones), games, themes, wallpapers and animations from major record companies around the world and premier developers globally directly from your Sony Ericsson phone.

PlayNow services come packed, with game titles like Need for Speed, Harry Potter, FIFA, SIMS; a gamut of foot tapping music numbers and vibrant wallpapers from Bollywood and Hollywood; themes and much more. Compatible with GPRS services, PlayNow also offers a seamless billing integration saving the hassle of payments through credit cards.

Sudhin Mathur, General Manager, Sony Ericsson Mobile Communications India, “At Sony Ericsson, we have always tried to keep ourselves abreast with evolving consumer needs. The youth in India are constantly on the move today. In fact, they comprise the new download generation. Mobile downloading is fast gaining momentum as the youth want their mobile phones to cater to a range of needs in tune with their dynamic lifestyle. PlayNow is the apt answer to this emerging need.”

“Our focus is on expanding the range of content that we offer to consumers through global and local partnerships. With PlayNow, Sony Ericsson provides integrated hardware, applications and services that enable consumers to seamlessly discover and consume content as they desire,” he added.

For free music and gaming content, Sony Ericsson offers Fun and Downloads – a Sony Ericsson web portal and WAP service – offering Sony Ericsson mobile phone users high-quality content for download. Focusing on fun and entertainment, the content offering on Fun and Downloads includes ringtones, images, video clips, wallpapers, themes, animated content and games for a wide range of Java ME platform Sony Ericsson phones.