Sony Ericsson Announces 2008 Content Awards

Stockholm, Sweden– September 18, 2008– Sony Ericsson today announced the call for submissions for its second annual Sony Ericsson Content Awards. Designed to honour outstanding achievements in mobile content development, the 2008 Awards are open to all mobile developers who have created content, applications or services for Sony Ericsson mobile phones. In 2007, developers from around the world were recognized with RealNetworks, BitCycle, Opera, Gracenote, Metronize/Clavitones and Vringo winning awards.

Beginning today through November 30, 2008, developers may enter their submissions via the Sony Ericsson Content Awards website ( www.sonyericsson.com/contentawards). This year Sony Ericsson has broadened the award categories to inspire greater innovation from developers around the world. Finalists will be selected in December and the 2008 winners will be announced in an official online ceremony on February 5, 2009.

“Sony Ericsson is very proud to unveil its 2008 Content Awards and celebrate bringing the best and most innovative content from mind to market,” said Björn Ahlberg, Head of Sony Ericsson Content&Services.“We highly value our relationships with content creators and developers, and as equal partners within the mobile ecosystem, together we can create unique propositions and experiences for consumers.”

Sony Ericsson’s annual Content Awards underscores its highly regarded global developer support program and web portal Sony Ericsson Developer World ( www.sonyericsson.com/developer) which enables developers to achieve business success by providing the documentation, tools, training, technical and go-to-market support during the entire development process.

Judged by a panel of industry experts who will evaluate the nominees based on ease of use, entertainment factor, innovation, look and feel, uniqueness, creativity and audio performance, the 2008 Sony Ericsson Content Awards will celebrate achievements in seven categories:

• Being Productive

When you’re on the move it’s important to be able to take your office with you. Transcending traditional smartphone functions, today’s users require email, Web, document editing or anything that will make working while on-the-go easier.

• Going Green

Everyone is doing their part to help the environment. Whether keeping track of carbon footprints, sourcing that new must-have green product or saving power, today’s mobile phones can play an integral role in helping our planet.

• In-Car applications

Being on-the-go also means being responsible when behind the wheel of a car. Today’s developers are creating content and services that enhance the in-car user experience as well as safety benefits.

• Mobile Entertainment

Today’s consumers use their mobile phones to experience the latest in digital entertainment– whenever and wherever they want it. From imaging and video, to music and gaming, the Web and beyond– some of the most captivating entertainment experiences are being experienced on Sony Ericsson mobile phones.

• Lifestyle Experiences

Today’s demanding and dynamic lifestyles require phones that are fast and smart enough to keep up with consumers. From managing schedules, to commerce and social connections– people need the right content to never miss a single opportunity that life has to offer.

• Themes&Graphics

Before millions of users can truly unleash the power of their mobile phones, they must first be inspired by the intuitive and innovative designs that allow them to personalize their experience. By harnessing the power of themes and graphics, developers can make it incredibly easy and entertaining for consumers to get the most out of their mobile phones.

• XPERIA X1 Panels

Sony Ericsson is challenging developers and content creators to develop XPERIA™ panels for its eagerly anticipated Sony Ericsson X1 phone using new tools from Sony Ericsson Developer World. Featuring a dynamic touch screen, the X1 phone displays nine XPERIA Panels simultaneously and they expand to show a group of short-cuts, whole applications, web services or whatever your imagination comes up with.

“Through leveraging a diverse portfolio of tools and support, the global development community has been empowered by Sony Ericsson to create applications easily, quickly and securely that provide rich mobile experiences for consumers on their mobile phones,” said Roger Entner, Senior Vice President Communications Sector, Nielsen IAG.“Sony Ericsson’s Content Awards are testimony to the innovations that can benefit everyone within an open ecosystem.”

Winners of the 2008 Sony Ericsson Content Awards will be brought to Lund, Sweden, for an exclusive behind-the-scenes two-day mobile content workshop where they will have the opportunity to network and share resources with their peers and executives from Sony Ericsson.

Beginning today, developers can learn more about the 2008 Sony Ericsson Content Awards and submit their entries by visiting www.sonyericsson.com/contentawards. Throughout the year, this dedicated Awards web site will be updated with profiles of the finalists and judges, and visitors can read additional information, including content creator bios, partner success stories and blogs posted by the team behind Sony Ericsson Developer World.

- ENDS

Sony Ericsson route to market:

PlayNow™ and PlayNow™ arena

PlayNow™ is Sony Ericsson’s popular over-the-air download service, available directly from the menu on most Sony Ericsson phones. It offers the opportunity to preview a variety of media-content and buy it there and then. Besides music, also on offer, are master tones, real tones, wallpapers and games.

New for 2008 is the Sony Ericsson PlayNow™ arena website and in-phone service. PlayNow arena is more than a store; it's a unique multimedia experience. Music tracks, TrackID™ charts, games, themes and graphics are brought together in a fun and inspiring way, accessible via the phone or computer.

http://www.playnow-arena.com

Fun and Downloads

This is a web portal and WAP service that offers downloads for Sony Ericsson phones. With the focus on fun and entertainment, people are presented with exciting ringtones, images, video clips, wallpapers, themes, animated content and games. Content varies with country and geographical region, but the portal has a mix of branded, premium and free downloads, as well as on-line tools and services.

http://www.sonyericsson.com/fun

Handango Application Store

The Handango Application Store offers an array of mobile applications across all genres including mobile productivity, games, imaging, music and more. From students to moms to the business road warrior, Handango has applications that fit every lifestyle.

http://www.handango.com

About Sony Ericsson Mobile Communications AB

© Sony Ericsson Mobile Communications AB, 2007.

Sony is a trademark or registered trademark of Sony Corporation.

Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson.

Any rights not expressly granted herein are reserved. Subject to change without prior notice.

Sony Ericsson Developer World is a global support program and web portal totally dedicated to helping professional wireless developers achieve business success by providing easy-to-find documentation, tools, technical advice and go-to-market support. Sony Ericsson Developer World guides developers through the development process in four steps– Think it, Make it, Test it, Sell it - thereby ensuring a constant stream of fun, useful and innovative content and applications for Sony Ericsson phones, please visit www.SonyEricsson.com/developer

Having sold over 100 million phones in 2007, Sony Ericsson is currently one of the five largest mobile phone manufacturers in the world. An important industry player operating in over 80 countries, our phones, accessories and PC cards are synonymous with innovation and style. With R&D sites in Europe, Japan, China, India and North America, diversity is one of the core strengths of the company. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com

FOR MEDIA INFORMATION PLEASE CONTACT:

Polly Fegen

Edelman Public Relations

Telephone: +44 203 047 2324

E-mail: alan.lewis@edelman.com


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