UAE's leading telecom services provider Etisalat has partnered with UrFilez, a leading digital music provider, to roll-out its first music streaming APP in all the 18 countries of its operation.

The first phase of the project will be roll-out in Nigeria and Tanzania and the rest markets to follow, the company said in a statement.

With this partnership Etisalat`s subscribers will be at the forefront of digital music technology and can easily tap into a rich variety of regional and international music by all major record labels.

The Music App is available on multiple platforms and devices, including iPhone, Blackberry, and Android phones. The app can be easily downloaded from online stores such as Apple's AppStore, Android Marketplace and UrFilez.com.

It is aimed at empowering Etisalat`s mobile phone subscribers to get unlimited music on the Go, said a senior official.

'In most of emerging markets, people under the age of 25 make up 50 per cent or more of the total population. That means fresh and cool content and applications are on high demand via mobile, audio and video entertainment and social networking,' remarked Essa Al Haddad, Etisalat group chief commercial officer.

He said the growing needs for information and the low PC and Internet penetration rate in these markets make wireless Internet access via mobile devices a much more viable solution.

'Consequently partnering with a leading digital music company like UrFilez will provide our subscribers round the globe with access to the music they covet and on the Go,' he added.

Hassan Miah, the co-founder and CEO of Urfilez  said the demand for mobile content including music in emerging markets was growing at enormous rate year on a year.

The emerging markets, he said, seek access to the latest music experiences that are exploding in the western markets.

'With the UrFilez Music App, not only can users stream music 24/7 without having to compromise their budget, but they can access unlimited music anywhere they Go,' he noted.

On the Etisalat tieup, Miah added, 'We are excited to partner with a company like Etisalat for their strong presence in emerging markets and the state of art of infrastructure the company has to deploy and enable access to these APPs.'

'The UrFilez Music App uses a ground-breaking music recommendation engine that analyzes the beat, tempo and genre of the music being played and allows users to access a library of millions of songs in a personalized music experience.'

'Moreover with a simple tap on the screen users can tell the app which tracks they 'like' and 'dislike.'  Based on this influence, it automatically chooses similar music and personalizes their radio channel according to their taste in music,' Miah added.-TradeArabia News Service