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Creations ™ delivers upon Sony Ericsson's Co-creation strategy by enabling mobile phone users to create and publish their own content such as video, audio and imaging to be shared, explored and remixed using content-creating mobile applications and tools. Content will no longer be static as Creations ™ allows content creators to produce content on the move from their mobile phone.

It is an open platform accessible using a range of mobile handsets, as well as on the desktop. Sony Ericsson is engaging with application developers to deliver content tools and applications. Developers are also invited to join the Creations ™ network and play a vital role in enabling co-creation and co-innovation on the mobile web, as the service prepares to support applications in the coming months.

Delegates are invited to experience co-creation in action with Sony Ericsson on Creation Day (Wednesday 17th February 2010) within App Planet (in Hall 7). See the power of co-creation as artist and music producer Tom Middleton facilitates a live demonstration of Creations ™ using content contributed by delegates. Our strategy is to become the industry leader in mobile Communication Entertainment and offer exciting consumer experiences through innovative and feature rich phones, accessories, content and applications, through collaboration with key partners and developer communities. Sony Ericsson Developer and Partner Engagement Program and Developer World represent a global support program and web portal dedicated to helping professional wireless developers and content partners achieve business success by providing 'easy-to-find' documentation, tools, technical advice and go-to- market support.

As the company puts it, Creations "focuses on facilitating the evolving needs of consumers, content publishers and
developers, creating a community and a movement where they come together to personalize, share and continuously evolve and co-create mobile content. In other words, the company is building on the popularity of the "YouTube generation" to capitalize on user-generated content, getting away from the notion that most mobile content derives from big-name brands and publishers. The new platform delivers on Sony Ericsson's newly instituted Co-creation strategy by enabling mobile phone users to create and publish their own content such as video, audio and imaging to be shared, explored and remixed using content-creating mobile applications and tools. Content will no longer be static as Creations allows content creators to produce content on
the move from their mobile phone.

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