"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."
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