In an effort to differentiate itself from competitors, startup wireless discount carrier Public Mobile has launched a new unlimited mobile music service just in time for back to school season.
Called "Siren," the service will work on Android devices and stores downloaded songs on the handset. Siren is included in flat-rate pricing plans that include talk, text, and data—and now music.
Siren is the result of a partnership with Universal Music Canada, Sony Music Entertainment Canada, and Warner Music Canada. Subscribers will initially have access to more than a million songs, and by October, will have access to a library of five million tunes.
“We are trying to change the music model and put it on its ear a little bit,” Public Mobile chief executive offer Alex Krstajic said at press conference in downtown Toronto today. “So no more is there downloading songs at $1 a song from iTunes or $10 an album. And then on top of that as you are downloading that song, you are paying data (charges) to the carrier that you are with. So you are really getting hit twice.”
Alex expects the Siren service to be popular with consumers who lack a credit history in Canada, including youth and new immigrants. That is because it is available to those without credit cards, computers, or expensive devices like iPhones.