PlayNow was expanded in mid-2008 into the browser-based portal, PlayNow arena. The Sony Ericsson S700 was the first Sony Ericsson phone to come pre-loaded with PlayNow. It was introduced in February 2004 as a way for owners of SE phones to listen to and directly purchase ringtones. PlayNow was Sony Ericsson's download service for media that included music, games, ringtones, wallpapers and themes.