A first wave of up to 15 concession stores will be rolled out from June 2009, with the HMV stores in Glasgow, Plymouth and Teesside earmarked as the first to incorporate an Orange offer.

Up to 100 locations have been earmarked to take the 'store-in-store' approach by Christmas.

Orange says the partnership is part of its strategy to drive usage of multimedia and entertainment services. Non-voice services currently account for 24 per cent of Orange UK revenues.

Last week Orange published ELSPA/CHartTrack stats that showed accounted for the largest slice of the UK mobile games market, with 23 per cent of downloads and 25 per cent of revenues in 2008.