Redmond giant Microsoft announced a new DRM, PlayReady, this time aimed at mobile devices. PlayReady is designed to provide digital media options to mobile network operators. If there's one thing you can count on, PlaysForSure DRMed media can be accessed through PlayReady.

Companies such as O2, Verizon Wireless, Bouygues Telecom, and Cingular Wireless/AT&T all lined up their own mobile packages that will include the DRM package. It will provide games, ringtones, music, video, ringtones, and images for distribution through rent or subscription.

PlayReady will also be compatible with Windows Media DRM 10, so mobile phones can download DRM-protected songs from online stores and play them. Interoperability programs will be provided by Microsoft so that other DRM content providers can make use of the technology.

Although it appears as a Microsoft stunt to boost development and marketing of their DRM technology, they say that the new DRM is a critical solution in the mobile content market. PacketVideos is teaming up with Microsoft to provide optimized version of the DRM over several popular handsets. PacketVideos CEO James C. Brailean said:

Microsoft PlayReady will have an immediate positive impact on the mobile entertainment market. With the rapid growth of mobile content services, Microsoft PlayReady technology will quickly emerge as a mission-critical ingredient for new consumer applications because it combines greater flexibility for content and services with a rock-solid technology foundation.