Sony Network Services Presents the Personal Media Assistant (PMA(1)), the Next Generation of Mobile Phone Entertainment * Introducing the World's First Personal

HANOVER (Germany) March 18 (PROTEXT/PRNewswire) - SonyNetwork Services Europe and TeliaSonera Finland announced todaythe launch of the Personal Media Assistant (PMA), the world'sfirst mobile music streaming service. Offering instant mobileaccess to music and the convenience of listening to personalisedselections anytime and anywhere, the PMA represents the nextgeneration of mobile phone entertainment. In addition tostreaming personal music channels and playlists, this excitingnew concept delivers dynamic news content, artist information andcommunity features such as messaging and music exchange. This co-branded PMA service was developed by Sony Network Services as amobile entertainment application for mobile phone operators tooffer to their end GPRS/3G customers. TeliaSonera Finland will bethe first operator to offer the service when it is introduced tocustomers in the second quarter of 2004. in Finland. Other Nordiccountries will follow in mid 2004. TeliaSonera AB, the leadingtelecommunications group in the Nordic and Baltic regions, iscurrently in discussions with Sony Network Services Europe tointroduce the service in other Nordic countries.

"I am delighted that TeliaSonera has chosen the PMA as itspremier GPRS mobile music service," said Robert Ashcroft, SeniorVice President, Sony Network Services Europe. "By providing apersonalized music experience, anywhere and at anytime, the PMAservice offers a truly innovative and unique approach to mobilephone entertainment. We look forward to a successfulcollaboration with TeliaSonera in Finland."

"We are really excited about the potential of the PMA and arepleased to be the first operator in the world to launch theservice. Mobile multimedia services are a growing businessopportunity for us and Sony is an ideal partner to help usdeliver compelling content to our customers," added JanneYli-Äyho, Senior Vice President Products and Services ofTeliaSonera Finland.Discover Your Music - the Ultimate Choice and Convenience forMusic Lovers

Today's digital generation of consumers are increasinglydemanding instant access to their favourite music with thefreedom and flexibility to listen to what they want, when theywant, where they want. Using the mobile phone as the key contentprovider, the PMA service offers a wide range of music from majorand independent record labels. With the PMA, consumers candiscover new artists and bands tailored to their individualtastes without actually owning the music, listen to favouriteselections anytime and anywhere, even share tracks, playlists orcollections with friends. Subscribers simply browse through alarge collection of pre-defined music channels or create theirown customized channel to listen to the music they want, andstore selected tracks in a personal playlist. This effectivelyturns their mobile phone into a personal radio tuner playing apre-selected stream of music. The service also includes a uniquesmart personalization system that keeps track of individualtastes in order to provide an even more personal experience forthe consumer. The more the user interacts with PMA, the more thesystem understands his or her musical tastes and the morerewarding the service becomes. Extra features are available on avariety of topics including entertainment, business, local andinternational news.

"I am pleased to see this Sony synergy project take off. Froma content licensor's perspective, the PMA offers completely newways for users to discover their personal music," said BalthasarSchramm, President of Sony Music Entertainment Germany, Austriaand Switzerland.

The PMA service is a Symbian based application that runs onSeries 60 and UIQ phones over a GPRS/3G network. Because contentis stored on a server rather than on the mobile phone, consumershave the entire music library at their fingertips at all times.Initially available to TeliaSonera customers in Finland in thesecond quarter of 2004, the service will be launched acrossEurope with major mobile operators in the near future.About Sony:

Sony manufactures audio, video, communications andinformation technology products for the global consumer andprofessional markets. With its music, pictures, game and onlinebusinesses, Sony is uniquely positioned to become a leadingpersonal broadband entertainment company in the 21st century. InEurope, Sony recorded consolidated annual sales of EUR 13.88billion (yen 1,666 billion) for the fiscal year ended March 31,2003, based on an average market exchange rate for the sameperiod of yen 120 to the EUR. Sony Europe, headquartered at theSony Center am Potsdamer Platz in Berlin, is responsible for thecompany's European electronics business and registeredconsolidated sales of EUR 8.62 billion for the fiscal year endedMarch 31, 2003.

For more information on Sony Europe, please visithttp://www.sony-europe.comAbout Sony Network Services Europe

Sony Network Services Europe creates, develops and operatesinnovative content services for various media platforms such asmobile phones, home entertainment, PC and internet. Sony NetworkServices supports the Sony Corporate goal to generate growththrough device and content convergence. The PMA was initiated andimplemented by Sony Network Services in Austria.www.sonynetservices.com

1 The Personal Media Assistant (PMA) is a working title fordevelopment. Service name will be introduced at the productlaunch in the second quarter of 2004.Source: Sony Europe GmbHFor more information, please contact:Sylvia Shin Corporate Communications Europe Sony Europe GmbHtel: +49 30 2575 5156 fax: +49 30 2575 5174email: Sylvia.Shin@eu.sony.comwww.sony-europe.com/presscenter

In addition, for any queries about Sony in your respectivecountry, please contact your local Sony PR office

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