Orange UK has teamed up with Universal Music Group and Channel 4 to launch a new unlimited mobile music service called Monkey.However, it’s not downloads like Nokia’s Comes With Music, and it’s not streaming over the network like Spotify. Its 16-24 year-old target demographic will access the music via voice call.It’s worth digging into the details. Monkey is aimed at the kind of young pay-as-you-go customers who are unlikely to have either an expensive mobile phone or a flat-rate data tariff. Hence the use of IVR as the delivery method.“We didn’t want the service to be limited to high-end handsets,” Pippa Dunn, director of Pay As You Go at Orange UK tells Music Ally.
