Sony Ericsson announced the launch of a mobile phone service with unlimited music downloads named Play Now Plus very shortly. This move is intended to give competition to Nokia which already lunched mobile phones with music subscription service.

The Play Now Plus promises access to millions of songs to the subscribers who would be able to keep up to 300 songs after the subscription expires whereas Nokia allows users unlimited download of music for the 12 months and keep those songs forever.

Sony Ericsson’s marketing head Lennard Hoornik informed that Telenor will initially launch the service in Sweden and expand to other Western European countries gradually. Rob Lewis, the head of Omnifone which is a technology partner for Sony Ericsson stated, “In the long term music lovers will clearly be drawn to devices which will come with unlimited access to music. It is such an attractive proposition.”