PlayNow was Sony Ericsson's download service for media that included music, games, ringtones, wallpapers and themes. It was introduced in February 2004 as a way for owners of SE phones to listen to and directly purchase ringtones. It was rolled out into 32 countries. PlayNow arena is organised on a per country basis, and is compatible with a wide range of Sony Ericsson phones. It also supports various thirdparty Windows Media DRM-enabled devices. As of Sony's complete acquisition in 2011, this service is no longer available, and has been replaced with Sony Entertainment Network.