EE partners with MTV for new music service

EE teamed up with MTV to offer a prepaid music subscription service to its customers, following the ongoing trend of mobile operators partnering with content providers in order to attract users and compete with over-the-top (OTT) services.

The mobile operator, which has just been acquired by BT, said the new pay-as-you-go (PAYG) SIM will be called MTV TRAX SIM and will include a subscription to the premium MTV TRAX music service and 7 GB of data every month for three months under a promotional offer. Subscribers will receive 2 GB as part of EE's £15 Everything Pack, and will then get an additional 5 GB when they top up by £15.

Chris Traggio, PAYG director at EE, said: "We're excited to be partnering with the iconic music brand that is MTV. As the UK's biggest and fastest network we're always looking at ways to allow our customers to make the most out of their network experience."

By teaming up with MTV, EE is following a well-trodden path. In the 4G era, mobile operators have partnered with all manner of content providers in order to entice users to subscribe to their data plans. Indeed, rival Three UK recently started offering its contract and pre-paid customers unlimited access to the Deezer music-streaming service for six months, following the success of a similar venture at Three Sweden.

EE's MTV TRAX offer is a little different as it comes with a separate SIM and a dedicated data allowance, as opposed to just bundling a music subscription with existing smartphone contracts. MTV has formed similar deals with operators before, such as with Telekom Romania, and in effect operates as an MVNO under a branded reseller arrangement.

For more:
- see the EE release

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Deezer plans to raise €300M from IPO
EE hails European first with 10M 4G customers
Apple Music is a long-term play, says SVP Eddy Cue
Telefónica gains access to Napster music through Rhapsody deal

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