In addition, Sony Ericsson said there will be no charge to submit the app and there will be no annual fees to participate. Initially, apps will be accepted for the Java ME and Symbian native (S60 5th Edition) platforms. More platforms will be supported later this year. Applications will be accepted for both the PlayNow arena, which is the company’s full multimedia marketplace that was launched in 2008, and the older Fun & Downloads storefront, which was launched in 2003 and focuses more on mobile content, such as ringtones and wallpapers.

Developers are encouraged to submit their applications, however, they will still have to get Sony Ericsson’s approval. Unlike other app stores, if the app is not accepted, Sony Ericsson provides an alternative, by integrating GetJar, an independent Lithuania-based app store company. In a chart found in developer documentation, it says if an app is rejected, developers can choose to tweak it and resubmit it or submit it to GetJar. Today, GetJar has about 45,000 applications.