Studio Press

Today Robbie Williams and T-Mobile in association with Sony Ericsson unveil the Robbie Williams Edition of the Sony Ericsson W300 Walkman phone, which will be in stores in time for the upcoming European Tour kick-off in June. Creatively influenced by Robbie Williams himself, the exclusive edition phone will offer a live recording of the opening song, a live video clip and six wallpapers including shots from the first show of the World Tour, which kicks-off today in Durban, South Africa. The Robbie Williams Edition clamshell style phone, exclusive to T-Mobile, will have an embossed Robbie Williams logo on the back cover and will enable custom

ers to identify themselves as ultimate Robbie Williams fans.

A must-have item for all fans and music lovers, the phone will come with two exchangeable ‘skins’ featuring special Robbie Williams designs so they can personalize their own handset. Fans will have direct access to the WAP site of RobbieWilliams.com on their phone and will see a Robbie Williams video clip when they start and shut down the handset. The Special Edition W300 will be available in all of T-Mobile European markets in June. “Working with T Mobile is a great way to get my music and videos out there and the Walkman phone is our latest collaboration, it's great,” said Robbie Williams. Never before has a global artist been involved with the design of a phone that includes pre-installed unreleased ‘live’ mobile music material. With the launch of the exclusive Robbie Williams phone, fans will have a backstage experience of the World Tour - seeing and hearing the ‘live’ content, which they can use to personalize and their phone and show friends just as the European Tour begins in June. The offering is yet another innovative and unique component to the partnership between Robbie Williams and T-Mobile in association with Sony Ericsson. “Throughout our long-term partnership with Robbie Williams, T-Mobile continues to bring fans closer to their favourite popstar in ways like never before,” said Ulli Gritzuhn, Chief Mar

keting Officer, T-Mobile International. “With the special edition W300, we are once again providing fans with a chance to personalize their mobiles with exclusive ‘live’ mobile music content, a never before seen video clip and photos all on one device that was creatively influenced by him. Now true Robbie Williams fans can be identified by not only by his music content found inside their phones but also on the outside with his special signature handset they will use to enjoy it.”

The exclusive Robbie Williams edition of the Sony Ericsson W300 is a true music phone from their series of Walkman phones launched in the past year. The W300 is a quad band MP3 player with storage for about 70 songs and offers up to 30 hours of music listening. Supplied Disc2 phone software enables users to easily transfer their favourite CDs to the phone. Complete with 4x digital zoom camera and built-in FM radio, the W300 is equipped with EDGE technology for quick data transfers and Internet access. Fans can easily launch RobbieWilliams.com from a dedicated icon on the device desktop. In addition, the signature phone will feature a standard Robbie Williams ringtone and a live Robbie Williams sound-byte for the SMS tone.

"The special edition W300 will provide fans with a unique memento of the tour," said Jan Wäreby, Corporate Executive Vice President, Head of Sales & Marketing, Sony Ericsson. "This level of personalization is a first for Sony Ericsson and we are delighted to not only be a tour sponsor but to be able to bring to T-Mobile this very individual phone with designs influenced by Robbie himself."

In July 2005, Robbie Williams and T-Mobile announced an 18-month partnership in association with Sony Ericsson. This ground-breaking partnership has enabled fans across Europe to enjoy unique access to their favourite artist with pre-released mobile music content from his new album ‘Intensive Care’, video-live streaming and cinecasts of his Berlin concert in October and other activities. As international head sponsor and lead brand for all of Robbie Williams’ activities until December 2006, T-Mobile will be providing fans with innovative offerings and close access during his upcoming European Tour, which kicks-off in Dublin on June 9th.