Telstra has officially launched its MOG music subscription service, claiming access to an estimated 16 million tracks. The pricing is extremely similar to its rivals, so the telco will be hoping that not counting MOG streams against download caps for Bigpond and Next G customers will give it an edge.
Telstra is charging $6.99 a month for the web-based service, or $11.99 for a version that also works on iOS and Android smartphones. A 14-day free trial of the service is available. Tracks are encoded to stream at 320Kbps. The US version of the site also offers an ad-supported ongoing free version, but Telstra won't be offering that version. Nonetheless, I managed to sign up for it this morning, though that could be a temporary glitch (I also briefly encountered a screen claiming the service wasn't available in Australia yet).
Telstra announced its plans to partner for the local launch of MOG back in April, but didn't manage to get it out the door ahead of Spotify's Australian launch. While Spotify was far from the first streaming subscription service operating locally, it remains the most visible brand in that space.
One potential advantage for MOG is that while you can sign up using Facebook, that isn't compulsory. That might appeal to people who don't like Spotify's requirement that you use Facebook for registration.