Business News Deals Digital

EE to bundle Apple Music via new deal

By | Published on Tuesday 30 August 2016

Apple Music

Your old buddies over at EE – the mobile network that’s now a division of BT, of course, – have announced a deal with Frank’s mates over there at Apple Music that will mean new and upgrading pay monthly customers of the tel co will get themselves six months of free musical streams from the tech giant.

So that’s six months of free time on Apple Music which is, in case you wondered, and I quote, “a single, intuitive app that combines the best ways to enjoy music including your music library, a revolutionary streaming music service, radio led by the flagship Beats 1 station, and playlists curated by world class music experts”. Though not all of that actually requires a subscription.

Whatever. Most of the on-demand streaming services have used partnerships with mobile firms to extend their userbase, of course, though this is Apple Music’s first tel co tie up in the UK. EE will promote the alliance with a “multi-channel, multi-million pound advertising campaign”, tel-co-led marketing efforts being another attraction of these deals for the streaming services, beyond the quick win of new subscribers joining up at their mobile provider’s expense.

Says EE boss Marc Allera: “We’re delighted to be the first UK operator to offer Apple Music, with its incredible catalogue of songs, playlists, and Beats 1 radio. As the UK’s biggest and fastest network, our focus is on bringing our customers the best 4G coverage in the most places. But we also look to bring our customers services from the best companies in the world. In Apple Music there is no doubt that we have found that, and together we’ll provide customers with an outstanding music experience on the biggest and fastest mobile network in the UK”.