Streaming service Rara.com gets mobile

An online music streaming service has launched an app across multiple devices for the Australian market.

Rara.com, which previously was only available via its website in Australia, this week launched its app across a multitude of mobile devices across all iOS apps and Android and the new Windows 8.

The company, which produces playlists rather providing complete album streams, has also reached a global agreement with PC manufacturer Lenovo, preloading the streaming apps on to Lenovo and Medion branded devices.

The push follows the company moving into another seven regions internationally as the brand broadens its musical selection from 10m to 18m tracks.

The payment model begins at 99c a month for the first three months for only only before increasing to $7.99.

CEO Nick Massey told Mumbrella: “It is the same introduction model that subscription TV uses. We offer a highly discounted limited model with 80% off in the first three months that then goes up from there. For apps, it begins at $2.99 a month for the first three months before moving to $12.99 across all apps and devices.”

There are also no ads between tracks or on the platform, Massey explains.

An above-the-line digital marketing campaign will support the push into the Australian market, managed out of the UK.

The service has had a quiet launch into Australia while other services such as Spotify and Rdio have made more noise.

The playlists, while containing local music as well as international, are programmed from the UK into a range of Best Of eras, moods and genre playlists.

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