TAR India's mobile division, STAR Mobile Entertainment recently launched the application, PLUS, to enable the use of internet services on the mobile phone. The company has now tied up with Sony Ericsson to pre-embed PLUS on the Walkman and Cyber-shot handsets. This alliance will bear fruit from November 2007 and is expected to reach 10 million subscribers.

STAR's decision to tie up with Sony Ericsson arose from the big challenge that mobile entertainment companies face - the distribution of their services. Viren Popli, vice president, STAR Mobile Entertainment, explains, "By pre-embedding it on phones at the manufacturing stage, the task becomes easier and it also allows us to maximise the capabilities of the application to the handset." ... more