• The Frustrated State: How terrible tech policy is deterring digital Australia

    Written by Delimiter's Renai LeMay, The Frustrated State will be the first in-depth book examining of how Australia’s political sector is systematically mismanaging technological change. Click here to help fund it on Kickstarter.

  • No Brother: Science fiction, martial arts & Australia's darkest city

    Set in Australia's darkest city, No Brother is a vision of a future where martial arts discipline intersects with power, youth and radical technological change. It is the first novel by Delimiter's Renai LeMay. Click here to help fund it on Kickstarter.

  • Gadgets, News - Written by on Wednesday, April 18, 2012 11:01 - 5 Comments

    Telstra to launch MOG music streaming service

    news Australian telecommunications company Telstra and subscription music service company MOG yesterday announced a partnership to provide Australians with unlimited, on-demand access to an estimated 15 million music tracks that can be streamed to their mobile, tablet, computer or net-connected TV.

    A media release from Telstra claimed that the partnership was the first of its kind in Australia and would change the way Australians listened to their music. Telstra’s Executive Director of Media, Applications and User Experience, J B Rousselot said: “Customers will receive the best music experience with MOG through faster download speeds, faster streaming and no data costs for using the service.”

    Rousselot predicted that the days of storing CDs or loading playlists onto devices was coming to an end and the ‘MOG powered by Telstra’ service would provide Australians access to unlimited music for less than the price of a CD each month. Telstra customers would not have to pay any additional data charges for streaming music through the MOG app, which they would have to download on to their smartphones or tablets, or alternately login to their account via a PC or MAC.

    Expected to be launched in the coming months, the Telstra-MOG on-demand streaming service claims to be ad-free with unlimited download and storage options on connected devices – beneficial for those on the go even when offline or when outside a connected area. The service would offer instant recommendations based on a listener’s individual music preferences.

    “Just for you” is another personalised option that offers music recommendations based on the listener’s MOG listening habits and artist “likes” on Facebook. This is in addition to New Releases, Editor’s Picks, Top Charts, Featured Playlists, and Custom Radio options. MOG streams music at 320kbps, which is expected to give customers a good listening experience.

    Delimiter’s December 2011 article on the best Australian streaming music service had confirmed a number of music streaming services flocking to Australia with no less than five music subscription services available by the end of the year. Each company offered different set ups, different tracks, different pricing models and so on.

    According to estimates put forth by Telstra, the number of subscribers to mobile music streaming services is expected to approach 161 million worldwide by 2016. As the exclusive provider of on-demand music to Telstra, MOG hopes to broaden its reach and gain a significant market share in Australia through this partnership and offer Australians the best music listening experience available on multiple platforms.

    David Hyman, CEO and founder of MOG remarked, “Australia is a key, major music market and we’re pleased to be the sole provider of on-demand streaming music for the leading telecommunications provider in Australia. With Telstra’s superior network, music lovers will get the best streaming experience from MOG’s entire catalogue of on-demand music from wherever they are and we’re making it easier than ever to do so.”

    Telstra and MOG haven’t said a lot here about what the revenue or partnership model is expected to be for the pair’s launch of this service in Australia, however I expect it to be almost purely a marketing-led initiative. When you think about it, there isn’t a lot technically that MOG needs to do to launch in Australia (remove the geo-IP-block on its service, maybe?) and there isn’t really a lot that Telstra has to do to integrate it with its devices, considering the service already works with most platforms globally. In addition, one can’t imagine that Telstra will be making a whole lot of money from MOG. Usually these services are based on monthly subscriptions, so perhaps Telstra would be making a couple of dollars a month per user for helping to promote the service.

    You really have to wonder why telcos such as Telstra are so desperate to launch these kind of value-added services in Australia. Without any really good levels of revenue, and without Telstra actually having to do much technically, it just doesn’t seem like this kind of partnership is a big deal for Telstra. In addition, I don’t understand why Telstra customers (disclosure: I am one) would sign up to whatever music streaming service Telstra told you to, instead of just using whatever independent platform (Spotify etc) they wanted to.

    Image credit: MOG. Opinion/analysis by Renai LeMay

    submit to reddit


    You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

    1. Posted 18/04/2012 at 11:07 am | Permalink | Reply

      For starters, being a Telstra customer, I’ll probably look at MOG first over other services – if only because data is unmetered on both mobile and fixed line broadband.

      • Posted 18/04/2012 at 11:16 am | Permalink | Reply

        Yeah but does music streaming actually take up much data?

        • Jeremy
          Posted 18/04/2012 at 1:03 pm | Permalink | Reply

          I don’t know about you but I get pretty close to hitting my mobile data cap each month, and occasionally go over it (at considerable expense) if I’m not careful, so every little bit helps.

          It’s also a godsend for those of us in broadband blackspots who have to use NextG at home, hence low data caps there as well.

    2. Andrew
      Posted 18/04/2012 at 11:12 am | Permalink | Reply

      I’m going to have to go back and re-read, I skimmed but I saw nothing about it being unmetered… in fact I was amused by this quote:

      “Telstra customers would not have to pay any additional data charges for streaming music through the MOG app, which they would have to download on to their smartphones or tablets, or alternately login to their account via a PC or MAC.”

      Oh, streaming the music bits wont cost additional to downloading the music bits? That’s fantastic news! I’d hate those to be premium bits!

      Don’t mention the fact that you’d need to re-download them each time, rather than if you bought the music. But that’s what you get for a streaming service :)

    3. Don Ho
      Posted 19/04/2012 at 8:15 am | Permalink | Reply

      The service is unmetered for Telstra customers. Telstra subs who sign up for MOG will be allowed unlimited streaming and downloads to their handsets and PC’s- without any data fees.

    Leave a Comment


    Get our 'Best of the Week' newsletter on Fridays

    Just the most important stories, one email a week.

    Email address:

  • Enterprise IT stories

    • Super funds close to dumping $250m IT revamp facepalm2

      If you have even a skin deep awareness of the structure of Australia’s superannuation industry, you’ll be aware that much of the underlying infrastructure used by many of the nation’s major funds is provided by a centralised group, Superpartners. One of the group’s main projects in recent years has been to dramatically update and modernise its IT platform — its version of a core banking platform overhaul. Unfortunately, the $250 million project has not precisely been going well.

    • Qld’s Grant joins analyst firm IBRS peter-grant

      This week it emerged that Peter Grant, the two-time former Queensland Whole of Government CIO (pictured), has joined well-regarded analyst firm Intelligent Business Research Services (IBRS). We’ve long had a high regard for IBRS, and so it’s fantastic to see such an experienced executive join its ranks.

    • Westpac dumps desk phones for Samsung Android mobiles samsung-galaxy-ace-3

      The era of troublesome desk phones tied to physical locations is gradually coming to an end in many workplaces, with mobile phones becoming increasingly popular as organisations’ main method of voice telecommunications. But some groups are more advanced than others when it comes to adoption of the trend. One of those is Westpac.

    • Ministers’ cloud approval lasted just a year reverse

      Remember how twelve months ago, the Federal Government released a new cloud computing security and privacy directive which required departments and agencies to explicitly acquire the approval of the Attorney-General and the relevant portfolio minister before government data containing private information could be stored in offshore facilities? Remember how the policy was strongly criticised by Microsoft, Government CIOs and Delimiter? Well, it looks like the policy is about to be reversed.

    • WA Govt can’t fund school IT upgrades oops key

      In news from The Department of Disturbing Facts, iTNews revealed late last week that Western Australia’s Department of Education has run out of money halfway through the deployment of new fundamental IT infrastructure to the state’s schools.

    • Turnbull outlines Govt ICT vision turnbull-5

      Communications Minister Malcolm Turnbull has published an extensive article arguing that the Federal Government needed to do a better job of connecting with Australians via digital channels and that public sector IT projects needn’t cost the huge amounts that some have in the past.

    • NZ Govt pushes hard into cloud zealand

      New Zealand’s national Government announced a whole of government contract this morning for what it terms ‘Office Productivity as a Service’ services. This includes email and calendaring services, as well as file-sharing, mobility, instant messaging and collaboration services. The contract complements two existing contracts — Desktop as a Service and Enterprise Content Management as a Service.

    • CommBank reveals Harte’s replacement whiteing

      The Commonwealth Bank of Australia has promoted an internal executive who joined the bank in September after a lengthy career at petroleum giant VP and IT services group Accenture to replace its outgoing chief information officer Michael Harte, who announced in early May that he would leave the bank.

    • Jeff Smith quits Suncorp for IBM jeffsmith4

      Second-tier Australian bank and financial services group Suncorp today announced that its long-serving top technology executive Jeff Smith would leave to take up a senior role with IBM in the United States, in an announcement which marks the end of an era for the nation’s banking IT sector.

    • Small business missing the mobile, social, cloud revolution iphone-stock

      Most companies that live and breathe the online revolution are not tech startups, but smart smaller firms that use online tools to run their core business better: to cut costs, reach customers and suppliers, innovate and get more control. Many others, however, are falling behind, according to a new Grattan Institute discussion paper.

  • Blog, Enterprise IT - Jul 5, 2014 13:53 - 0 Comments

    Super funds close to dumping $250m IT revamp

    More In Enterprise IT

    Blog, Telecommunications - Jul 5, 2014 12:12 - 0 Comments

    What should the ACCC’s role be in guiding infrastructure spending?

    More In Telecommunications

    Analysis, Industry, Internet - Jun 23, 2014 10:33 - 0 Comments

    ‘Google Schmoogle’ – how Yellow Pages got it so wrong

    More In Industry

    Blog, Digital Rights - Jun 30, 2014 22:24 - 0 Comments

    Will Netflix launch in Australia, or not?

    More In Digital Rights