Music rental gives users the option to download as many tracks as they like so long as they maintain their subscriptions. The music is rendered unplayable once they unsubscribe. The SFR launch also allows consumers to download and purchase tracks if they wish.

Rental has been a popular model for online sites such as Napster To Go and Rhapsody, but has never been launched in Europe on mobile before. The monthly subscription model is the foundation for SK Telecom’s Mel-on service, which has gathered 2m subs and 500,000 regular users in Korea.

Michael Bornhausser, CEO of SDC, admitted that Europe does lag Korea in music rental but has high hopes for the proposition. “It’s taken a while, but we’re proud to be the first and we’re sure it will be a huge success."