Mash up, mash up, let me begin...
Sony Ericsson wasn't just showing off handsets at its Mobile World Congress press conference tonight. The company also had a new Big Idea to unveil.
It's called Creations, and it's all about 'co-creation. Which is? Well, we'll let Sony Ericsson's blurb speak for itself:
"Co-creation focuses on facilitating the evolving needs of consumers, content publishers and developers, creating a community and a movement where they come together to personalise, share and continuously evolve and co-create mobile content."
So the new Creations platform lets people upload video, audio and photos to be shared and remixed by other people, in a nutshell. Or, if we go back to the blurb:
"Content will no longer be static as Creations allows content creators to produce content on the move from their mobile phone."
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Well, indeed.
Creations will work with a number of mobile phones, and will also be accessible from the desktop too. The remixing tools will be provided by app developers, and Sony Ericsson says that apps will be included in the platform too in coming months.
If it all sounds a bit wooly still, there are two reasons not to worry. First, co-creation is a helluva lot better than that 'Make.Believe' slogan which Sony Ericsson came up with last year.
But second, the company is hosting its 'Creation Day' at the App Planet section of Mobile World Congress this week, including a session where DJ and producer Tom Middleston uses Creations to mash up content provided by the assembled delegates.
(A prize to any delegate who manages to get footage of a.) Steve Ballmer dancing in the Microsoft keynote, b.) Simon Le Bon dancing at the GSMA Awards Duran Duran gig, or c.) the Cboss girls dancing. Or all three).
