Optus has announced the introduction of a new mobile music service that will bring data-free music streaming exclusively to its prepaid mobile customers.
The firm, which is the second-largest telecommunications firm in Australia, could be attempting to attract new users to its network with the move.
New and existing Optus customers who recharge on My Prepaid Ultimate, My Prepaid Daily Plus and other select plans will be able to stream as much music as they like when the scheme is introduced from May 2nd.
This includes monthly playlists, exclusive releases and curated content from leading music streaming services such as Spotify, Google Play Music, iHeartRadio, Pandora and Guvera. All of this can be consumed without having any impact on the user's data allowance.
However, customers will need to have either some data allowance or MyCredit left on their plan to enjoy music streaming. Downloads, video and non-music content are not included as part of this.
Optus has also made partnerships with Universal Music and iHeartRadio Australia to offer exclusive access to over 20 live music events each year, including intimate gigs, events, tickets and artist meet-and-greets. There will also be 15 per cent discounts on selected music products via a customised music store.
Managing director of marketing and product at Optus Ben White said music represents just one pillar of his organisation's wider strategy to offer game-changing entertainment experiences to its customers.
Indeed, it adds to the company's existing portfolio of entertainment services like the 35 premium channels offered through Yes TV with Fetch, access to Netflix and Stan streaming services and exclusive sports content from the English Premier League and cricket.
“As smartphones become even smarter, customers are increasingly turning to their mobiles for entertainment,: Mr White commented.
“With 78 per cent of 16-34 year olds' already enjoying music streaming, it makes sense for Optus to partner with some of the most sought after streaming services.
“Although Australia is a nation of music lovers, we know that data is the number one barrier for Optus customers when it comes to music streaming. We're confident these plans will break down the data barrier and convince more Aussie's to try music streaming with Optus prepaid.”
Universal Music president of Asia-Pacific George Ash said consumption of music and a general passion for it is at an all-time high. With this in mind, he said it makes sense for his company to join with Optus to deliver exclusive content.