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Danes Play Music Card

Ray Le Maistre
3/31/2008

11:45 AM -- In an effort to hang onto its high-speed access customers, and attract new ones too, Danish national operator TDC A/S (Copenhagen: TDC) is giving nearly all of its fixed and mobile broadband customers free access to more than 1 million music tracks as part of a new service called "Play" that launches tomorrow, April 1. (See TDC Offers Free Music.)

And the Danes reckon they're the first to set up such an offer: "TDC is the first telco in the world to offer consumers unlimited music downloads 'bundled' with private broadband or mobile subscriptions, at no extra cost," claims the carrier, though there are a "few subscriptions types" who aren't eligible.

It's too early to say whether this is an inspired or desperate move -- TDC has 1.3 million fixed broadband customers and is starting to push retail 3G services, so the number of potential free downloads is high. But broadband customer retention is vital for any carrier's future, and subsuming the cost of providing free music downloads could be one way of keeping churn to an absolute minimum.

But what's this!? TDC says the music on offer include tracks from "artists such as Red Hot Chili Peppers, REM, Ida Corr, James Blunt, Anne Linnet, Bruce Springsteen, Outlandish, L.O.C, Robbie Williams, TV2, Szhirley and many, many more."

James Blunt? Is TDC trying to increase or decrease churn rates?

— Ray Le Maistre, International Sounds Editor, Light Reading

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