 | O2
launches 'O2 Music'
O2 Music launched - Europe's first 'Over the Air'
music download service
18 November 2003
'O2 Music' - Europe's first mobile 'over the air'
music download service - was launched today by O2. It enables
customers to select, download and store the latest chart hits
and popular music via their mobile handset onto a specially designed
'O2 Digital Music Player' (O2 DMP) and start listening in around
30 seconds. To provide the very best music available, O2 has,
in a world-first, partnered with global brand MTV and some of
the largest music providers in the world, including BMG, Universal,
AIM (Independent record labels) and Warner Music International.
O2 Music is available in the UK from today and will roll-out in
Germany and Ireland during 2004.
O2 Music offers the very latest music, updated weekly, with prices
averaging £1.50 per track. The music covers current and
past popular tracks from a selection of genres, including 'dance',
'pop' and 'chill-out'. Customers can browse by genre, artist or
track or select from any of the top charts, including: the UK
top 10, the European top 20 MTV Hits top 10, MTV Dance top 10,
MTV Base top 10 (Hip Hop, R&B, Urban Chart), MTV2 top 10 (Rock),
chill-out top 10.
O2 Music also offers unique pre-releases, giving customers the
opportunity to hear certain tracks before they have been released
to more traditional channels, such as record stores. From today,
the new Dizzee Rascal single 'Jus A Rascal' is available, exclusively
to O2, a week prior to its release into the shops. A special re-mix
of Blu Cantrell's top selling track 'Breathe' is also available,
produced especially to celebrate the launch of O2 Music.
Customers can also select from an extensive back catalogue of
tracks at launch, expected to increase - along with new charts
and music genres - to more than 100,000 during the course of next
year.
Kent Thexton, chief marketing and data officer, mmO2, said: "We
are delighted to announce this first in Europe. We know that for
many 'mobile handsets' and 'music' are key aspects of everyday
life - an opportunity to combine the two not only makes sense,
but a highly compelling offering. O2 Music offers fantastic value
for money, for less than the cost of most ring-tones customers
can purchase and own an entire chart track. In the fixed broadband
space, we have seen music downloads drive more usage than any
other application. We believe that music will be a significant
new product for O2 and for the mobile industry as a whole."
O2 Music is easy to use. A customer simply connects the O2 DMP
to his/her mobile handset via infrared (or using a short cable),
and selects 'get new music' on the O2 DMP screen. The menu then
provides a comprehensive list of charts or genres. Customers can
then select the track they want, searching by genre, artist, track
or chart and choose between hearing a 30-second preview clip and
purchasing the entire track. The preview clip is free of charge
and takes around 20 seconds to begin streaming. The entire track
takes an average of 3.5 minutes to download, although thanks to
the aacPlus compression technology, the customer can start listening
in around 30 seconds, in high quality sound.
Once the track has downloaded, the O2 DMP can be used independently
as a 'conventional' personal music device, enabling customers
to listen to their stored tracks wherever, whenever they want.
The removable SD 64MB memory card can store up to 64 full tracks;
additional cards can be purchased for further storage capacity.
Customers can also transfer their music files to a PC for additional
storage. The O2 DMP is also able to play the user's other music
in aacPlus and MP3 formats.
O2 Music works with a broad range of infrared-enabled handsets
including the Nokia 7210, 7250i, 8310, 6310i, 6610, 5100 and 3650;
Samsung V200 and P400; SonyEricsson T610; and Siemens SL55 and
S55. The Siemens C60, MC60 and M55 work with a data cable. This
range of handsets means that at launch, more than 1.2 million
O2 customers can already access this service. Increasingly, all
handsets will have infrared capability, making this an offering
that can appeal to a huge audience.
The O2 digital music player can be purchased from www.o2.co.uk,
and as a special launch promotion is priced at £99.99 until
31 December 2003
The commercial launch follows the completion of a highly successful
customer trial involving 300 customers in the UK and Germany earlier
this year. Trialists downloaded an average of five tracks per
user per week and 90% of the trial base used the service regularly.
The most popular genres, in both UK and Germany, were pop, European
pop, dance and hip hop. Avril Lavigne topped the chart, whilst
other favourites included Evanescence, B2k and Busta Rhymes. The
service has been widely acclaimed both in the record trade and
in initial research with the retail sector.
Carmel Landy, Director, Mobile Media, MTV Networks Europe, commented:
"MTV is synonymous with firsts, and we are delighted to have
worked with O2 as it developed Europe's first mobile 'over the
air' music download service, enabling us to provide MTV's charts
specifically for mobile devices."
IDC has suggested that mobile data revenues from music will reach
£4.7bn in 2005, making music the second largest data revenue
category after information services. (Source: IDC 2003)
O2
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