AT&T turns up Napster Mobile

AT&T announced the imminent launch of Napster Mobile, an expansion of its partnership with digital music service provider Napster that promises subscribers over-the-air access to more than 5 million songs. Debuting in mid-November, Napster Mobile sends each premium download to the subscriber's handset while also transmitting a copy to their PC, with an email notice providing a link to download the song. Pricing for Napster Mobile: A Five-Track Pack option for $7.49 per month, or $1.99 per track a la carte for $1.99. One huge caveat: The service is not available via Apple's iPhone.

"It's the latest piece of our mobile music strategy," said AT&T VP of consumer data Mark Collins during an appearance Monday morning at the Mobile Entertainment Live! event in San Francisco. "It's all about what our customers desire, what they demand and what they're willing to pay for it."

AT&T will launch Napster Mobile by featuring content from Matchbox Twenty, a band that is set to launch a new album, Exile on Mainstream, and which enjoyed its greatest popularity back in the days when handsets were still the size of canned hams. The Matchbox Twenty promotion will include exclusive content from live concert performances on MobiTV, corresponding live tracks via Napster Mobile, and ringtones. Matchbox Twenty guitarist Paul Doucette joined Collins onstage at MEL to demonstrate the Napster Mobile service.

In addition to Napster Mobile, AT&T announced MobiVJ, a new streaming music video service for $6.99 per month, along with VIP Access, a mobile fan club and discovery service featuring artist biographies and discographies, polls and news alerts for $2.99 a month.

"Our focus is on things that matter to the end-user customers," Collins said. "What are the things that matter that we can wirelessly enable for them? We listen to them, watch their patterns and develop our products based on what they tell us."

For more on Napster Mobile:
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