Will teens tune in to the Orange Monkey streaming music service? We gathered our thoughts on the subject...
Back in the 1970s when I was a lad, I remember calling a number from the family landline and listening in live to Kate Bush's 'The Man With The Child In His Eyes'. Does anyone else remember this dial-in music service?
I'm almost certain I didn't dream it (although Kate may did frequently appear in some of my adolescent dreams back then, but this is a family column so I won't elaborate). I mention this, because earlier this week Orange announced a noughties version of the service, proving yet again that there's nothing new under the sun.
Orange Monkey (also a heinously filthy sex act, according to Urban Dictionary) lets users listen to music using the circuit-switched network as long as they spend £10 a month topping up their phone credit. Because the circuit-switched channel is used for voice, every phone can use Orange Monkey - even an ancient black and white Nokia. So you can see where Orange and its partner Universal are going with this. Basically they can target all the youngsters that can't afford to - or don't have the handsets to - download tracks. And as we all know, nothing pre-occupies operators more than attracting mobile-obsessed kids, some of whom might even get jobs and consequently become big spenders.
Soon after the announcement it also emerged that Orange would be using the Blyk platform to market brand-type stuff to these young subs too, extending the logic still further.
But, oh, I dunno.
Given that I have a charming 16 year old daughter, I have access to quite a lot of teenagers, as long as it's not before 1pm (wouldn't want to wake them). But I'm not sure whether they'll go for this. They all have access to PCs, no matter how affluent their backgrounds - and they all use file-sharing. I just think they're way beyond this concept. The combination of LimeWire, USB cable and 4BG SD card is too attractive an alternative for the vast majority.
I'm aware that IVR-style music is available in other territories. For example, Hungama powers the 'Music on Call' service for Aircel in India with some success. And you can see why it might work well in a region with limited PC penetration, music mad users and lots of cheap handsets.
But here? Mmm, not sure.
Good luck to Orange Monkey though. I don't wish to be one of those jeering journos who slags off every major label initiative. At least they're innovating. And they should be applauded for giving youngsters another opportunity to 'share' their music with the rest of us on the bus.
It's why I ride a bike.
Back in the 1970s when I was a lad, I remember calling a number from the family landline and listening in live to Kate Bush's 'The Man With The Child In His Eyes'. Does anyone else remember this dial-in music service? I'm almost certain I didn't dream it (although Kate may did frequently appear in some of my adolescent dreams back then, but this is a family column so I won't elaborate). I mention this, because earlier this week Orange announced a noughties version of the service, proving yet again that there's nothing new under the sun.
Orange Monkey (also a heinously filthy sex act, according to Urban Dictionary) lets users listen to music using the circuit-switched network as long as they spend £10 a month topping up their phone credit. Because the circuit-switched channel is used for voice, every phone can use Orange Monkey - even an ancient black and white Nokia.
So you can see where Orange and its partner Universal are going with this. Basically they can target all the youngsters that can't afford to - or don't have the handsets to - download tracks. And as we all know, nothing pre-occupies operators more than attracting mobile-obsessed kids, some of whom might even get jobs and consequently become big spenders.
Soon after the announcement it also emerged that Orange would be using the Blyk platform to market brand-type stuff to these young subs too, extending the logic still further.
But, oh, I dunno.
Given that I have a charming 16 year old daughter, I have access to quite a lot of teenagers, as long as it's not before 1pm (wouldn't want to wake them). But I'm not sure whether they'll go for this. They all have access to PCs, no matter how affluent their backgrounds - and they all use file-sharing. I just think they're way beyond this concept. The combination of LimeWire, USB cable and 4BG SD card is too attractive an alternative for the vast majority.
I'm aware that IVR-style music is available in other territories. For example, Hungama powers the 'Music on Call' service for Aircel in India with some success. And you can see why it might work well in a region with limited PC penetration, music mad users and lots of cheap handsets.
But here? Mmm, not sure.
Good luck to Orange Monkey though. I don't wish to be one of those jeering journos who slags off every major label initiative. At least they're innovating. And they should be applauded for giving youngsters another opportunity to 'share' their music with the rest of us on the bus.
It's why I ride a bike.
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