Optus is trying to win customers worried about music-streaming data limitsSource:News Limited

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For a limited time, Optus is offering data-free streaming of Spotify, Google Play, iHeart Radio, Netflix, Stan and ABC iView for $49 per months with the Samsung Galaxy A50. And for a limited time these perks are also included for $60 per month with the iPhone 7, which, though recently discontinued by Apple, continues to be sold on plans.
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Optus is looking to cement its place in the market as a premium content-focused player, with the telco offering customers data-free access to a raft of music streaming services.

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The music service will see Optus give its prepaid mobile customers unmetered access to Spotify, Pandora, Google Play Music, iHeartRadio and Guvera.

The one name missing from the list is Apple Music and there’s no guarantee that the service will join Optus’s fold in the near future. Optus managing director of marketing and product Ben White said the telco was actively “talking to a range of additional partners”, including Apple. Apple Music is available to Telstra customers after the incumbent telco launched the service last August. Telstra is offering new and recontracting postpaid mobile customers who take up Apple Music an additional 500MB of data a month. However, it does not offer data-free music streaming.

While Optus customers won’t have to tap into their data allowance to listen to music, they will need to have data or credit on their accounts. Downloads, video and non-music content are also excluded from the scheme. Optus’s music service, which will be available from May 2, is the first concerted effort by a local telco to bring the major music streaming outfits under one umbrella.

While music streaming services have made swift inroads into the Australian market, according to Mr White, data constraints continue to be the single biggest pain point for mobile consumers.

The latest figures released by the Australian Recording Industry Association highlighted a 5 per cent increase in the value of Australian recorded music in 2015, buoyed by the continued growth of digital streaming services. With streaming accounting for 62 per cent of the overall market, the value of subscription-based services like Spotify and Apple Music also doubled in 2015, from $23 million to $46m. The positive growth trajectory is a clear attraction for Optus and Mr White said taking data out of the equation would deliver another boost to adoption.

“We’re confident these plans will break down the data barrier and convince more Aussies to try music streaming,” Mr White said.

The music service adds to Optus’s growing stable of content assets. The telco already provides unmetered access to Netflix and Stan. It has also secured exclusive rights to the English Premier League and Cricket Australia.

Mr White is confident that Optus’s infrastructure is robust enough to cope with any additional pressure the free music service may exert on its network. An average song uses about 6MB of data. “We have worked hard with our partners for this service to understand the sort of throughput requirements their services need and ensure that we have the ability to deliver a quality service to our customers,” he said.

Optus customers will also gain access to over 20 live music events each year via Optus’s partnerships with Universal Music and iHeartRadio; and 15 per cent off music products via a customised music store.

Originally published asOptus turns up volume for music

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