Sonera introduces Sony Personal Music Assistant to mobile subscribers

Hannover 2004-03-17. TeliaSonera Finland and Sony Network Services announced today the launch of the world's first mobile music streaming service. The service will be introduced to customers in Q2 in Finland.
The Personal Music Assistant is the world's first mobile music streaming service. It offers instant mobile access to music and allows the user to listen to personalised music selections independently of time and place. In addition to personal music channels and playlists, this new concept can also deliver news content, artist information and community features such as messaging and music exchange. According to the agreement, TeliaSonera Finland has exclusive rights to offer and market the service in Finland.
"We are really excited about the potential of the PMA and are pleased to be the first operator in the world to launch the service. Mobile multimedia services are a growing business opportunity for us, and Sony is an ideal partner to help us deliver compelling content to our customers with an easy-to-use service" says Janne Yli-Äyhö, Senior Vice President Products and Services of TeliaSonera Finland.
"I am delighted that TeliaSonera has chosen the PMA as its premier GPRS mobile music service" says Robert Ashcroft, Senior Vice President, Sony Network Services Europe. "By providing a personalized music experience, anywhere and at anytime, the PMA service offers a truly innovative and unique approach to mobile phone entertainment. We look forward to a successful collaboration with TeliaSonera Finland."
Using the mobile phone as the key content provider, the PMA service offers a wide range of music from major and independent record labels. With the PMA, consumers can discover new artists and bands tailored to their individual tastes, listen to favourite selections anytime and anywhere, even share tracks, playlists or collections with friends.
Subscribers simply browse through a large collection of pre-defined music channels or create their own customized channel to listen to the music they want, and store selected tracks in a personal playlist. This effectively turns their mobile phone into a personal radio tuner playing a pre-selected stream of music. The service also includes a unique smart personalization system that keeps track of individual tastes in order to provide an even more personal experience for the consumer. The more the user interacts with PMA, the more the system understands his or her musical tastes and the more rewarding the service becomes.
The PMA service is a Symbian based application that runs on Series 60 and UIQ phones over a GPRS/3G network.
Olli-Pekka Takanen, Department Director, TeliaSonera Finland Oyj
Telephone number: +358 40 8200872
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