PlayNow arena is more than a store; it’s a unique multimedia experience. The PlayNow arena will allow end-users to access a greatly expanded range of content via their mobile phone or computer including games, ringtones, themes, wallpapers and full-track music, enabling over-the-air (OTA) downloads to the phone or side-loading from a computer using Sony Ericsson’s Media Manager content transfer software. Announced at MIDEM, the URL for the PlayNow arena website is www.playnow-arena.com.