O2, Sony BMG team for My Play

A day after Vodafone announced its new VodafoneMusic service, rival U.K. operator O2 launched My Play, an over-the-air premium mobile music effort in association with Sony BMG. The My Play store offers individual tracks for 99p ($1.92 U.S.) and music videos for £1.50/$2.91--ringtones are also available at the sticker-shock price of £3.50/$6.79. My Play also offers artist microsites in an effort to simplify the search process--for now, Sony BMG (which will be renamed Sony Music Entertainment following Sony's $2.4 billion buyout of partner Bertelsmann AG) is the sole record label contributing content to the site.

For more on My Play:
- read this Electric Pig article