Ericsson's Mobile Music Service M-USE Sings with sunrise

2/26/2004 - sunrise, a leading Swiss provider of mobile, fixed net and Internet services, has selected Ericsson's mobile music service M-USE. The M-USE service, which Ericsson has developed in cooperation with Sony Music, is being integrated into sunrise live, the Swiss operator's mobile portal.

The sunrise M-USE service will feature music clips, artist pictures and music news. M-USE is prepared for music video streaming, music downloads, ringback tones, and master tones. It features an advanced personalization engine that recommends artists and tracks tailored to each consumer's individual music taste. It runs on GPRS as well as over UMTS.

Ericsson has already delivered and is hosting a large number of consumer services to sunrise, many of which can be found in its highly successful sunrise live mobile portal. The mobile music service M-USE now adds, among other things, StarMMS to sunrise's mobile entertainment offering. The StarMMS combines artist pictures and music clips in unique ways.

M-USE provides music fans with a broad portfolio of international as well as local artists from Sony Music's extensive catalog. This means that sunrise subscribers will enjoy music content from international stars such as Anastacia, Beyoncé, and George Michael as well as such Swiss stars as Plüsch and Stern. Content from other record labels will be available in the near future.

The M-USE service is accessible over Web, WAP, and SMS. The music packages are currently sent out via MMS. The scalable platform accommodates any relevant delivery technique or content type, including video streaming, music downloads, ringback tones (the caller hears music instead of the ringing tone) or master tones. With master tones M-USE will bring real songs as ringtones to mobile phones.

M-USE uses the latest in Digital Rights Management (DRM) as well as an artificial intelligence engine which continuously monitors users' individual music taste and then recommends complementary music for each user.

"sunrise live is our answer to the increasing demand for mobile services among which enriched music content is a key driver providing users with real benefits," says Gert Rieder, COO sunrise Mobile. "As the first Swiss provider to have successfully launched a mobile multimedia portal we are proud to further team up with Ericsson and take advantage of their experience both as vendor and solution provider."

"I am very pleased that sunrise has chosen M-USE. This shows that customers use and enjoy this mobile telephone service that we developed with Ericsson," states Balthasar Schramm, President, Sony Music Germany, Austria and Switzerland. "We will continue to work on adding to and optimizing this service in order to increase its value to consumers even more," he adds.

Ericsson is shaping the future of Mobile and Broadband Internet communication through its continuous technology leadership. Providing innovative solutions in more than 140 countries, Ericsson is helping to create the most powerful communication companies in the world.

About sunrise
sunrise is the brand name of TDC Switzerland AG, the company resulting from the merger of the telecommunications companies diAx and sunrise. The TDC Group owns 100% of the share capital of TDC Switzerland AG. sunrise offers its customers state-of-the-art telecommunications services in the areas of mobile phone, fixed network and Internet. The sunrise mobile phone network has the most modern GSM dual band infrastructure in Switzerland and already provides a mobile phone coverage of 98%. sunrise has a high-quality, high-performance fiber optic network with a total length of 7000 kilometers - Swiss-wide. Presently, sunrise has approximately 2500 employees.

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