* Music Unlimited powered by Qriocity is in partnership with Omnifone

* Enables music lovers to access millions of songs at any time

MUMBAI: Sony Corporation last week announced the launch of  Music Unlimited powered by Qriocity,  a cloud-based digital music service which will give music lovers access at any time to millions of songs from major labels like Universal Music Group, Sony Music Entertainment and others, along with leading independent labels and major publishers worldwide. The Music Unlimited powered by Qriocity  catalogue will initially offer about six million songs, and will continue to expand over time.

Through this service users can play music any time on a wide variety of Internet-connected Sony devices, VAIO and other personal computers. It will also become available on a wide range of Sony's portable devices, as well as on Android-based mobile devices and other portable devices.

Sony has developed Music Unlimited powered by Qriocity  in partnership with Omnifone, a provider of cloud-based unlimited music services, with Omnifone contracted by Sony to coordinate content licensing as well as development and delivery of the service, leveraging its existing expertise in the music industry.

"Omnifone is delighted to partner with Sony to bring 'Music Unlimited powered by Qriocity' to hundreds of millions of Sony and other devices," said Rob Lewis, Executive Chairman of Omnifone. "'Music Unlimited powered by Qriocity' is designed to bring digital music into the homes and living rooms of consumers, as well as to PCs and portable devices, with every users' music experiences synchronized automatically across their devices without needing to manage media files."

"As we continue to expand Qriocity globally, these services 'powered by Qriocity' offer a single ID log-in and wallet solution, and empower users to easily consume content including music and video across a growing number of integrated devices," said Kazuo Hirai, President of Networked Products & Services Group, Sony Corporation. "Seamless accessibility to content through these fresh user experiences will enrich Sony's network service offerings and continually add value to the unique aspects of Sony's network-enabled products....

This service is initially available in the U.K. and Ireland with service availability in Australia, Canada, France, Germany, Italy, Spain, New Zealand and U.S. to be announced in due course during 2011.

This service features basic (pounds Sterling 3.99 in the U.K. and 3.99 Euros in Ireland) and Premium (pounds 9.99 in the U.K. and 9.99 Euros in Ireland) monthly subscription plans, it cites features which are considered important by music enthusiasts.

The basic plan permits unlimited forward skipping of the songs to ensure users discover music they want to hear. With access to an expanding catalogue of about six million songs, the basic plan works as an infinite ad-free radio station and subscribers can listen to dozens of personalized channels – categorized by genre, era as well as mood through SenseMe�(*1) – without the requirement to download or manage their music files.

Additionally, the premium subscription plan offers a one time 30 day Premium free trial enabling users to listen in full to every song on demand, create personal playlists of favorites, and gain access to premium Top 100 channels which are regularly updated with the latest hits.

The service adapts to users' music preferences and constantly tailors music channels to offer the most compatible and enjoyable list of songs, by studying users' listening habits, incorporating their 'like/dislike' song ratings, analyzing their existing music collections and more.

"Music Unlimited powered by Qriocity" is the next extension of services 'powered by Qriocity.' Sony debuted "Video On Demand powered by Qriocityâ„?," a premium video streaming service, in the U.S. in April 2010 and expanded the service to France, Germany, Italy, Spain and the U.K. in November 2010. Through "Video on Demand powered by Qriocity" customers can instantly rent from a growing library of thousands of Hollywood blockbuster movies across Sony's 2010 models of network-enabled BRAVIA TV, Blu-ray Disc player and Blu-ray Disc Home Theater system