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  Microsoft Announces Breakthrough Technology Enabling Simple Access to Broad Set of Digital Content, Including Music, Games, Video, Ring Tones and Pictures
Time: 12:46 EST/17:46 GMT | News Source: Microsoft Press Release | Posted By: Jonathan Tigner

Today at 3GSM World Congress 2007, Microsoft Corp. announced Microsoft® PlayReady™ technology, a new multimedia content access technology optimized to meet the needs of mobile operators and handset manufacturers for digital entertainment and commerce. Supporting multiple content types, and flexible rights, Microsoft PlayReady enables operators to provide a range of new services tailored toward growing consumer interest in mobile digital media. Leading mobile operators worldwide, including Telefónica, O2, Verizon Wireless, Bouygues Telecom, and Cingular Wireless, now the new AT&T, are today indicating plans to implement Microsoft PlayReady technology. In addition, Microsoft is working with mobile industry software developer PacketVideo to showcase a fully operational demonstration of Microsoft PlayReady for the first time, at the Microsoft booth, No. 1D19 in Hall 1 at the 3GSM conference.

The result of extended dialogue with the mobile industry, Microsoft PlayReady technology enables a broad spectrum of business models such as subscription, rental, pay-per-view, preview and super-distribution, which can be applied to many digital content types and a wide range of audio and video formats. Content types supported include music, video, games, ring tones and images. Audio/video formats supported include Windows Media® Audio (WMA), AAC/AAC+/HE-AAC, Windows Media Video (WMV), and H.264. Microsoft PlayReady enhancements make it easier for consumers to move their content between their devices, giving them a new level of freedom with their digital content. This technology will be available in the first half of 2007 for handset and device implementation.

Wireless delivery of content to handsets continues to grow rapidly, underscoring the need for compatibility and interoperability. To address this requirement, Microsoft PlayReady has been designed to be fully backward compatible with Windows Media DRM 10, allowing devices that support Microsoft PlayReady to access content using Windows Media DRM. Microsoft will also provide an interoperability program so content may flow to qualifying DRM and content protection technologies.

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