PlayStation Plus (commonly abbreviated PS+ and occasionally referred to as PSN Plus) is a premium PlayStation Network subscription service that was officially unveiled at E3 2010 by Jack Tretton, President and CEO of SCEA. Rumors of such service had been in speculation since Kaz Hirai's announcement at TGS 2009 of a possible paid service for PSN but with the current PSN service still available. Launched alongside PS3 firmware 3.40 and PSP firmware 6.30 on June 29, 2010, the paid-for subscription service provides users with enhanced services on the PlayStation Network, on top of the current PSN service which is still available with all of its features. These enhancements include the ability to have demos, game and system software updates download automatically to PlayStation 3. Subscribers also get early or exclusive access to some betas, game demos, premium downloadable content and other PlayStation Store items. North American users also get a free subscription to Qore. Users may choose to purchase either a one-year or a three-month subscription to PlayStation Plus.