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Orange UK has partnered with Universal Music and 4Music (a derivative of the terrestrial TV Channel 4), to launch a free streaming music service for new tariff called ‘Monkey’. The tariff is for prepay customers, which makes the whole data consumption angle more interesting (prepay users are not usually looked after in terms of data usage!).
Users will be able to both create and share playlists on the web, and somewhat unsurprisingly will be sent Mobile Ads too. Luckily, as the ‘yoof’ market (which this tariff is squarely aimed at) is apparently accepting of this kind of thing, it should be no problem.
You’ll be able to get a bit of Monkey in Orange stores and Phones4U stores now, and then from September in other channels. Channel 4 will be doing its bit and promo-ing things across its various TV and Web properties.
Clearly Orange is aiming to target users who perhaps don’t have the high-tier smartphone-type handsets, and those who are unable to consume existing pay-for music services – so it’s going to be interesting to see how popular this is, and how it plays out. I wonder if Orange will release usage stats some months down the line?
[Via: Mobile Today]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
