Seems that the mobile carriers are all copying each other with online mobile music stores, as now the newest announcement is that O2UK and Sony BMG have launched their new music store, which they say is apparently the first store to be supported jointly by both operator and label.

The joint venture will be known as “MyPlay” and access is only granted via the O2 Active portal. At the “MyPlay” store content will include full track audio, realtones via artist microsites, and videos.

The O2UK and Sony BMG “MyPlay” site should utilize the extensive catalogue of Sony BMG; however the launch will have a subset of artists available with the idea being to offer n-depth content more than a large variety.

“MyPlay” store prices are music tracks will cost £0.99, realtones will be £3.50 and videos will set the user back £1.50.

Source — gsmworld