Communications
Microsoft PlayReady proves popular with telcos
12 February 2008
During Mobile World Congress 2008, Omnifone and Microsoft announced an agreement to deploy Microsoft PlayReady content-access technology in MusicStation, Omnifone’s unlimited mobile music service. MusicStation is already distributed to consumers in partnership with major mobile operators that include Vodafone, Telenor, Hutchison Telecom and Vodacom.
With the adoption of PlayReady technology, Omnifone expects to enable MusicStation users to more seamlessly transfer music between their mobile phone and Windows-based PC. Deployment is expected to take place in the second half of 2008. Omnifone will then utilise the ability of PlayReady to support many additional content types to offer new entertainment scenarios.
First unveiled in February 2007, PlayReady is a content-access technology from Microsoft that enables content owners and service providers to deliver virtually any type of digital content, using a wide range of business models.
“We are pleased to work with Microsoft and use PlayReady to further enhance the ever-popular MusicStation experience,” said Rob Lewis, CEO of Omnifone. “Together with Microsoft, we aim to offer consumers the freedom to download, play and share whatever music they want, wherever they are, on whatever PlayReady-enabled phone or personal computer they have in front of them.”
“The incorporation of PlayReady into Omnifone’s MusicStation service will enable compelling new mobile entertainment scenarios featuring seamless content access and transfer,” said Chadd Knowlton, general manager of the content access and protection group at Microsoft. “Omnifone is a pioneering leader in the field of mobile entertainment, with significant momentum behind its MusicStation service. Our collaboration will build on this success to help ensure that mobile entertainment delivers on its promise of convenience, immediacy and high- quality experiences.”
Microsoft also revealed that Telefónica España and Telecom Italia are to use PlayReady technology to power their respective next-generation mobile entertainment services. Telefónica España plans to deploy PlayReady for its mobile music service in the second half of 2008. The collaboration also includes working on video and games services.
“Microsoft PlayReady enables us to bring to market new business models and scenarios around mobile music, video and games, as well as execute on Telefónica’s fixed and wireless converged services vision,” said Ms. Cristina Alvarez, head of services development at Telefónica España. “With its support for service domains and embedded licenses, PlayReady also provides a breakthrough in consumer ease of use for these next-generation services.”
Telecom Italia intends to use Microsoft PlayReady technology as the content access solution for use in its mobile entertainment value-added services (VAS) spanning the delivery of music, video and gaming content.
Riccardo Jelmini, Telecom Italia executive vice president of domestic mobile value-added services said: “Thanks to PlayReady’s support for many content types, and a wide range of business models, we are confident that the services we offer directly or through our partners can continue to be easily enhanced to meet the evolving needs of our customers in future years.”
Microsoft released the PlayReady Client Porting Kit for mobile devices in August 2007 and expects the first services using Microsoft PlayReady technology to appear in the second half of 2008. In addition, Microsoft has designed PlayReady to be compatible with Windows Media DRM 10, which means that devices supporting PlayReady can access existing Windows Media DRM-based content as well as new PlayReady content services.