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Sony Corporation of Hong Kong has launched So-net HK, its premium broadband ISP, marking the Sony Group's first effort to actively expand its broadband Internet service unit outside of Japan.

"So-net is a very significant element of the Sony Dream Community, which draws on Sony hardware, broadband services, and content assets - such as music, movies, games - and connects them seamlessly," said Senji Yamamoto, president of Sony Communication Network Corporation.

"Thus, it enables customers to be connected interactively in the largest community in the world. So-net continues in Sony's tradition of quality and we expect it will be a key player to shape the broadband market in Hong Kong."

Sony Communication Network Corporation had introduced the So-net ISP service in Japan in 1996, and had recently awarded So-net HK a sub-license to operate a broadband service under the So-net brand.

All content in the So-net HK domain is specifically designed for Hong Kong subscribers. Its six core channels include Game Life, Japan Station, Cafi Sensation, Movie Theatre, 3D Chat Room and Fortune Parlor. Future additions to this list will include special TV programs, interactive infotainment, and 'live' and pre-recorded events.

Subscribers need only pay a monthly service fee to access a host of services including flexible personal information management tools, such as upgradeable e-mail, and file storage space within the So-net HK domain. They will have a choice of network speeds at 1.5Mbps and 3Mbps, with reliability, quality performance and coverage throughout Hong Kong, a company statement read.

So-net HK partners Business eSolutions (of PCCW), iLink Holdings and NASDAQ-listed Portal Software are tasked with ensuring high-speed, quality service for the SAR's sophisticated customers.

"We aim to become a preferred choice in this market. We have therefore concentrated on forming links with principal players in the industry to maintain our high standards of customer-focused service," said Nobumasa Yui, division manager of So-net HK.