Sony Ericsson has rolled out its over-the-air download service, called PlayNow. The expanded mobile music service will sell DRM-free music as well as games and applications.

PlayNow has secured the global rights to five million tracks. Universal Music Group is the only major not to sign up the service ,and the company says it is in discussions with UMG as well as 30 other, smaller labels.

Customers will get a high-quality DRM-free MP3 sent to their computer and a protected lower quality file delivered right to their phone. The PlayNow arena can also be accessed via a computer and MP3 purchases could then be transferred to music players or other MP3-enabled devices.

The London based joint venture between Sony and Ericsson goes live in Sweden, Denmark, Finland and Norway on Aug. 25. In Sweden, full track downloads will cost 9 kronor ($1.42). In Finland, tunes will cost €0.99 ($1.46). The service will launch later this year in other European markets, followed by Latin America and the Asia Pacific region in 2009. Each country will have localized content in the relevant language.

PlayNow debuted in 2004 to provide polyphonic ringtones, later adding mastertones, games and full music tracks. FYI, Sony Ericsson’s Walkman and MP3-enabled phones from the 2006 K800 model will be compatible with the service, a total of 25 handsets.

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