8/3/2009 10:13:00 AM
Orange’s move into streamed music and advertising is clash of old and new media
Orange’s Monkey tariff, released last week, could just be the start of things for the network, which is using new advertising capabilities from the deceased Blyk MVNO.
The new prepay tariff, in partnership with Universal Music and 4Music, will put the operator head-to-head with Spotify, as both services allow users to stream music for free.
But while Orange’s customers will need a £10 monthly top-up, Spotify fans can stream music through a computer without the need to take out a new contract – even if it is a prepay one.
Another winner for Spotify is that it is an already established brand. On top of that, it has all four of the big labels on board, compared with Orange’s one label, (albeit the biggest one) Universal.
Spotify is also poised to release an iPhone app, which would allow its premium users that pay £10 per month to stream music.
But Spotify goes for the high-end, and Orange, whose service is aimed at 16 to 24 year olds and can be used on any handset at all, is going for a new market that is not dissimilar to the one targeted by ad-funded Blyk.
If Orange can build on that unique offering and create a brand that is about music, using the expertise of 4Music’s editorial, it may succeed.
However, if the new service stays as it is, it will not ring true to real music fans. They have come to expect a less limited option – even via a low-end handset.