MusicStation Max-enabled handsets will be able to download music direct to the device, something that Omnifone thinks consumers are beginning to demand.

"Consumers will come to expect unlimited mobile music downloads direct to their phone, whenever they want," said Rob Lewis, chief executive of Omnifone.

Strictly speaking, the music downloads won't be free, as people buying the MusicStation Max-capable phones have to sign up to a special mobile contract plan that covers calls, data and music. Contracts will be between 12 and 18 months.

At the moment, only one of the four major record labels - Universal Music - has confirmed that it is backing the service.

Rob Wells of Universal Music said: "MusicStation Max represents the next generation in music mobiles where unlimited music comes out of the box, with the handset. It provides a groundbreaking way for Universal Music to monetise its entire music catalogue on mobile."

However, Omnifone insists that it has struck deals with the other three major labels - Sony BMG, EMI and Warner - a claim that was also made recently by free, ad-supported download service Qtrax, which was later exposed to be false.

Omnifone teamed up with Vodafone last year to offer a similar service, where Vodafone customers could download an unlimited number of tracks to their phones but for a weekly fee of £1.99.

Analyst Mark Mulligan of Jupiter Research warned that most direct-to-mobile music download services hadn't yet reached their potential.

"To date mobile music has had modest success, often offering an inferior experience to PC-based services," said Mulligan.

He also warned that there were key issues to address if MusicStation Max was to be a success.

"For it to succeed, a host of issues need addressing, including consumer-friendly implementation of the requisite DRM, incorporating consumers' existing music collections, getting operator partners on board and (of course) getting all of the majors on board," Mulligan said.

LG is the first handset manufacturer to team up with Omnifone.

"We see MusicStation Max as a hero handset for unlimited music downloads. And consumers now have further opportunity get unlimited access to the music they want, wherever they are, over 3G and HSDPA," said Dominique Oh of LG.

The first MusicStation Max mobile phones will be available by the summer of this year, according to LG and Omnifone.

Omnifone has said that intends to strike deals with other handset manufacturers.

www.omnifone.com
www.jupiterresearch.com
www.lge.com
www.umusic.co.uk

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