Vodafone, Sony BMG get their Groove on

Mobile music service provider Groove Mobile announced it will trial a direct-to-consumer off-portal data service in partnership with Vodafone UK, promising the operator's subscribers access to Sony BMG over-the-air downloads via SMS short codes dubbed "text triggers." The three-month trial aims to stimulate off-portal content sales by simplifying the payment process and reducing data charges. While Sony BMG is featured at launch, additional label catalogs will follow.

"Cost incurred by labels to distribute music on a digital platform remains the single biggest barrier to off-portal music sales and one of the largest inhibitors to growth in the off-portal sector in general," said Groove Mobile chief marketing officer Adam Sexton in a prepared statement. "With this service, Groove Mobile will provide labels with the power to sell their artists' music directly to fans. Music consumers in the U.K. will now be able to get immediate access to the hottest tracks simply by sending a SMS."

For more on the Groove/Vodafone/Sony BMG service:
-read this release

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