Optus is now allowing consumers to stream music on their phones without using up precious data.
Music is the next pillar the telco is tackling after securing the rights to broadcast the English Premiere League, with select matches on SBS. Further music initiatives involve partnerships with Universal Music and iHeartRadio.
The offering of data-less streaming will be available for select Optus consumers.
The move comes as LG and Commercial Radio Australia noted consumer distaste at the amount of data streaming uses. The tech company and industry radio body launched the first digital radio phone on Wednesday.
“As smart phones become even smarter, customers are increasingly turning to their mobiles for entertainment,” said Ben White, managing director of marketing and product at Optus.
“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.”
The partnerships with Universal Music is developed by Optus’s branded entertainment agency, BRING. The iHeartRadio partnership is helped along by Optus’s social video content agency Emotive.
“With the passion for and consumption of music at an all-time high, we couldn’t be more excited to partner with Australia’s most innovative telco, Optus, to create platforms that bring artists and Optus’ customers together to experience life changing events and content,” said George Ash, president of APAC Universal Music.
Geraint Davies, chief operating office at iHeartRadio Australia, added, “We’re excited that Optus customers are able to get closer to the artists and music they love, anytime all for free through iHeartRadio.