MWC 2011: Aspiro launches WiMP in Sweden

Streaming music service goes live with ISP/operator Telenor, following rollouts in Norway and Denmark.

Aspiro continues to build momentum for its WiMP white-label streaming music service, launching it in a third Scandinavian country this week.

WiMP has gone live in Sweden, through a partnership with telco Telenor, which also launched the service in Norway and Denmark.

Users can sign up for a free 60-day trial, before paying 99 kronor a month for the paid subscription service. Aspiro is keen to highlight its rivalry with Spotify - Sweden is the latter's home turf - and its label partners seem keen to foster the competition too.

"With its clear profile focusing on editorial content, WiMP will be an interesting complement to the services already available on the market," says Jacob Herbst from Sony Music Sweden.

WiMP first launched last year, and has been launched in Portugal as well as Scandinavia. Aspiro also provides a music service in the US. The company recently sold off its remaining mobile content business in order to focus on WiMP and its mobile TV business.