Orange moves from music to mobile multimedia with Sony Ericsson

Orange has announced it is extending its strategic partnership with Sony Ericsson, opening the door to more fun and easy mobile multimedia services. Coinciding with the launch of Sony Ericsson’s consumer proposition Entertainment Unlimited, Orange is adding a new range of entertainment phones to the partnership, bringing high quality Cyber-shot imaging and Java gaming experiences to customers in addition to music. The extended two year agreement builds upon a hugely successful partnership which integrates Orange’s music service in a range of Walkman devices. Since 2006, Orange has sold over 6.3 million, making it the biggest provider of Walkman phones in Europe.

The new range will be part of Orange’s successful Signature Series, which takes the best phones and makes them better by giving customers a simple and relevant multimedia experience. Combining the Walkman handsets with Orange Music Store, a full-track music download service that gives one click access to over one million tracks, has seen Orange users of Sony Ericsson Walkman phones consume 50% more music than average music phone customers. As well as music, the extended agreement will fully integrate innovative mobile services from Orange into a new range of Sony Ericsson phones, including Orange Photo, Orange Games and Orange Downloads.

“This is a natural evolution for Orange and Sony Ericsson and a great example of how a fully integrated partnership can deliver both value to our business and a fantastic customer experience,” said Yves Maitre, Senior VP Devices, Orange. “This successful partnership has already brought music to the ears of millions of Orange customers. We are now strengthening this leadership in music services and joint marketing campaigns by combining our own mobile innovations with the best handsets to fulfil our vision, bringing mobile multimedia to everyone.”

Yves continued: “Our clear ambition is to increase usage by delivering simple and relevant content, whilst helping customers discover new ways to use their phone. As consumption of music via the phone has grown, our customers have also shown an insatiable appetite for entertainment services beyond downloading and listening to the latest tracks. As well as music, we’ve also seen a sharp increase in games downloads and people sharing photos, so the time is right to seize this opportunity.”

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