When digital-music firm Beyond Oblivion imploded in late 2011, few would have predicted a successful return for the company’s key executives with a new service. However, their newer venture Yonder Music appears to be getting some traction in Malaysia. Midia Research’s Mark Mulligan has been rooting around the numbers from Yonder’s partnership with telco Celcom. “With an already sizeable 300,000 strong subscriber base Yonder users are using markedly more data than other services (66.2 MB a month in January compared to 14 MB for Spotify, though Taiwanese KKBox users were less far behind with 38.8 MB),” claimed Mulligan. “But of most interest from a telco perspective is the much lower rates of churn for Celcom’s Yonder users, on both pre-paid and paid. Though these numbers must be caveated by the fact that Yonder is available on Magic tariffs, which appeal to Celcom’s most valuable and loyal customers – a caveat that applies to most music telco bundles.” He notes that Celcom’s parent company has taken a 25% stake in Yonder as it prepares to expand into other emerging markets.