Star & Sony tie-up for mobile entertainment

MUMBAI: Star India’s mobile entertainment division and mobile handset company Sony Ericsson Mobile Communications have entered into a partnership to provide mobile content services to Sony Ericsson users.

Under this partnership, the recently launched PLUS mobile service from Star’s mobile entertainment division will be exclusively pre-embedded on a range of Sony Ericsson phones in India. Star’s mobile entertainment division will also pre-load on Sony Ericsson phones a variety of especially created mobile video clips of different genres. Sony Ericsson users will also be able to access a range of fresh content, updated every month through a Sony Ericsson zone on the PLUS application.

The PLUS application from Star will be pre-loaded on Sony Ericsson’s Walkman and Cyber-shot handsets from November ’07 onwards. Sony Ericsson and Star have planned 360 degree co-marketing activities to target key mobile markets to build consumer awareness and incentivize usage for the PLUS service on Sony Ericsson phones. For the consumer, preloading of PLUS in Sony Ericsson phones will consumers to get entertainment and Internet based services on their Sony Ericsson phones.

Sony Ericsson Mobile Communications India Pvt Ltd general manager Sudhin Mathur said, “We are pleased to be an exclusive partner of Star’s Mobile Entertainment division to offer the unique PLUS application pre-embedded in a range of Sony Ericsson phones. The partnership is in synergy with Sony Ericsson’s brand philosophy that revolves around innovation and providing true mobile entertainment. The PLUS application from Star is one of the most effective routes to connect with the Indian audience, as it offers instant entertainment via a wide range of exclusive content.”

Star Mobile Entertainment senior vice president Viren Popli added, “Star’s mobile entertainment division aims to serve mobile consumers in India with compelling entertainment and relevant information anytime, anywhere. This partnership with Sony Ericsson brings together great phones and great content and services. PLUS on Sony Ericsson phones will allow the consumer to search shop and consume not just entertainment but all internet based services from their phones in a simple and easy way.”

PLUS will give access to Sony Ericsson users to over 200 videos of TV, Music and Bollywood genres every month, TV show info, sports scores and updates, movie reviews, music downloads, news and trivia from Universal Music, mobile banking services through HDFC Bank, travel booking through Make My trip, Travelguru and Yatra, Yellow pages from Infomedia Group, Lifestyle product information from Overdrive, AV max, Chip, Better Interiors, Better Photography and Astrology services from Ganesha speaks.