Telecom Italia Picks Microsoft PlayReady technology

Microsoft announced a collaboration with Telecom Italia focused on Microsoft PlayReady technology as the content access solution for use in mobile entertainment value-added services (VAS) spanning the delivery of music, video and gaming content.


The major objective of the collaboration is around the evaluation of PlayReady technology and its capabilities to support a compelling user experience for Telecom Italia's mobile customers in Italy. Microsoft said the ultimate goal is to enable delivery of a range of entertainment content types, in a very easy-to-use way, to one of the most advanced mobile markets in the world.


Microsoft PlayReady is designed for digital entertainment services, devices and applications, with a focus on meeting the needs of mobile operators, service providers and device manufacturers. The technology supports a range of business models that can be applied to almost any type of digital content (music, video, games, ringtones, images and more) and a wide range of audio and video formats (including AAC, AAC+, Enhanced AAC+, H.264, Windows Media Audio (WMA) and Windows Media Video (WMV)). PlayReady also provides features, such as service domains and embedded licenses.


Telecom Italia will also take advantage of the ability of PlayReady to efficiently protect and deliver content both over the air to mobile handsets and through the Internet, to enable content from these services to be delivered and played back on other devices including Windows-based PCs.http://www.microsoft.com