Sony BMG Music Entertainment UK and O2 have announced the launch of what they describe as the first operator-supported major label mobile music store.

The store, called My Play, will offer a "full suite" of mobile music products including videos, full track audio and realtones in one store.

The "simple" user interface will see consumers accessing the store by clicking on artist microsites as their gateway into the store.

The store is live now with videos priced at £1.50, tones at £3.50 and full music tracks at 99p.