PlayNow application store provides mobile application programs as well as entertainment resources like ringtones and themes for users of Sony Ericsson's Xperia smartphones. With the embedded PlayNow client in Xperia smartphones, users will be able to browse, purchase, and download apps, games and entertainment content.

According to the agreement signed by the two parties, The9 will reportedly support the operation of Sony Ericsson's PlayNow application store in China, offering technical and operation support to the store. Meanwhile, the Chinese company will help Sony Ericsson with application tests and online and offline marketing. In addition, The9 will be committed to introducing high-quality Java and Android games and applications into the application store.

Shen Guoding, vice president for The9 and general manager for the wireless Internet business department, told local media that The9 will not only transfer its experience in mobile Internet operation into the PlayNow application store, but also will make efforts to establish it as a fair and transparent cooperation platform, creating opportunities for all developers.