3UK confirmed on Tuesday it is the host network of music-focused mobile virtual network operator Rok Mobile.
Rok Mobile launched in the U.S. in 2014 and aims to replicate its model of bundling unlimited music streaming with basic mobile services in the U.K.’s increasingly-crowded MVNO market.
For £24.99 per month on a rolling 30-day, SIM-only contract, Rok Mobile’s U.K. customers receive unlimited minutes and texts, and 4 GB of data, including 4G.
Most importantly for Rok, they also get the Rok Mobile music app, which offers unlimited streaming from a 20 million-song catalogue. They can also download up to 2,000 tracks to their handset.
"We are excited to be partnering with Rok on their new innovation in mobile music. 3 carries over 45% of the U.K.’s mobile data traffic and our high speed network is perfectly designed to support Rok’s music streaming service," said Lynda Burton, director of 3’s wholesale division, in a statement.
While there is nothing revolutionary about offering content alongside mobile network access, Rok’s proposition nonetheless stands apart from other recently-launched MVNOs.
The Post Office’s MVNO, which launched in June on EE’s network, is aimed at price -conscious, pay-as-you-go users, predominantly those who already use its various other services.
Similarly iD, the MVNO brand launched on 3UK’s network in May by handset retailer Dixons Carphone, offers value-for-money 4G access and free data roaming.
While Rok Mobile may not be the cheapest MVNO, it does offer a cost-effective route to mobile music streaming.
For instance, Vodafone UK bundles a choice of either Sky Sports Mobile TV, Sky’s Now TV streaming service, or Spotify, with a number of its price plans, but it is not available on it 30-day SIM-only tariffs.
"Rok Mobile is bringing something new to the market and appealing to an audience that feels music should be a basic feature of any mobile Internet service," said James Kendrick, director of Rok Mobile.
