It seems the UK mobile operators are getting excited about mobile music again, launching new ways to buy tunes and related content from your phone. For example, O2 has just teamed up with record label Sony BMG to launch a new service called My Play. It’ll be based around individual artists, and will let you buy songs, videos and ringtones from one place on the O2 Active portal. The companies say it’s the first time an operator and a label have partnered in this way, although it’s unclear whether O2 will let other labels join in the My Play fun. I think it’s an O2 thing rather than a Sony BMG thing, so hopefully it won’t be restricted to the latter’s bands. My Play will be selling full tracks for 99p, videos for £1.50, and ringtones for… £3.50. That’s right, more than three times the price of a full track. The idea of bundling all this stuff together into micro-sites is a good one, but operators’ ringtone pricing continues to make me scratch my head in bafflement.
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