SingTel, the largest telephone company of the Southeast Asia’s has launched a new service in Singapore. This service lets mobile subscribers download music files and videos. SingTel wants to launch it to other parts of Asia.

The new web-based facility is known as AMPed which has been developed with Universal Music. It will attract new customers and will also allure existing customers to upgrade their plans. 

“SingTel decided two years ago that the telco of the future needs to be more than just bits and bytes,” SingTel’s CEO for Singapore Allen Lew said.

Over 50 percent of Singapore mobile users listen to music on their phones. SingTel already owns Australia’s number two telco Optus and stakes in mobile phone companies in various places of the world including India, Thailand, Indonesia, the Philippines, Pakistan and Bangladesh. Such a varied presence will help it to extend the service easily to other places.

SingTel is reducing its reliance on “pure carriage” and has been providing content to customers. It offers a web-based pay TV service in Singapore and lifestyle Internet portals.

AMPed works with 3G (or third generation) handsets from Sony Ericsson, LG, Samsung and Nokia.

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