Vodafone’s new music service has had a promising start, after half a million tracks were downloaded within MusicStation’s first two weeks of its operation.
But the operator is remaining tight-lipped about the actual number of consumers using the unlimited music download service, which rivals O2 and the Apple iPhone.
The service is expected to get a further boost after it launched a huge TV advertising campaign last Friday, which is voiced by Dame Judi Dench.
However, Vodafone cannot rely on exclusive rights to the service for long. Omnifone, the company behind MusicStation, will roll out the service to other networks after the exclusivity with Vodafone is finished, according to CEO Rob Lewis.
Lewis refused to confirm when this would be, but said: ‘The deal is not as long term as Apple’s with O2.’
Vodafone CEO Nick Read told Mobile the exclusivity with Omnifone was the major attraction in the deal, which he personally brokered. ‘I put a personal amount of time and energy when someone says, “between us, we can do something transformational”,’ he said.
MusicStation launched on 1 November and is a subscription service where customers can download unlimited amounts of music direct to their handsets for £1.99 per week.