Three, which has traditionally placed a strong focus on unlimited mobile data allowances, is increasingly turning to inclusive content offerings as part of efforts to attract subscribers.
Following the success of a similar venture at Three Sweden, Three UK has teamed up with Deezer to offer contract and pre-paid customers unlimited access to the music-streaming service for six months. Once the free period expires, customers can opt to subscribe to the service for £9.99 (€14/$15) a month.
Partnerships with music, TV and sports content providers are common among mobile operators, and Three UK has already collaborated with Deezer rival Spotify in the past.
However, the company has tended to rely more on its 'all-you-can-eat' data message as well as the Feel At Home roaming service to attract and retain subscribers. UK rivals such as Vodafone UK and EE, meanwhile have placed a strong focus on inclusive content as part of their LTE strategies.
Three UK said it was encouraged by the success of the Deezer deal by its sister company in Sweden that generated "significant uptake and positive consumer reaction". The operator added that the partnership came about following an extensive review by Three UK of streaming and other mobile value-added services in the UK.
"We know our customers love streaming content, especially music. This combined with Deezer's approach to innovation and doing things differently really attracted our attention above the competition," said Tom Malleschitz, chief marketing director at Three UK. "Deezer's impressive catalogue of music from around the world and high-quality audio streams complements the service that we offer."
Three UK subscribers will have unlimited and uninterrupted ad-free access to more than 35 million tracks, over 40,000 podcasts and radio channels, alongside some exclusive content, playlists and event access available only to those on the Three network.
Deezer will also be embedded on all Android devices sold by Three from November. The initial six-month promotion will form part of larger, long-term relationship between the two companies, which said they plan to launch further initiatives together in 2016.
Deezer said it has over 6 million subscribers worldwide and is present in more than 180 countries. The France-based company recently abandoned plans for an initial public offering (IPO), citing unfavourable market conditions.
- see the Three UK release
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