EMI UK has announced a partnership with online payment people PayPal which will see them sell the debut album from Corinne Bailey-Rae direct to consumers via mobile.
The new 'Text To Buy' service is similar to that being launched by HMV in the UK. A special SMS number will be included in marketing for the album. Mobile owners with PayPal accounts will be able to use the number to order a copy of the album via their phone, paying via their PayPal account. The CD will then be sent out by the label to their registered PayPal mailing address. Buying the album this way will cost £10 plus £1 for postage and packing.
The aim of this kind of system is to simplify the process of buying things over the mobile internet - and the PayPal tie in will, for existing PayPal subscribers at least, simplify things even more, because customers won't have to type in all their credit card details from scratch.
Confirming the venture, EMI Senior VP Digital Media Mike McMahon told reporters: "EMI is constantly looking for new and innovative ways of reaching music fans, and enabling them to buy our music quickly and effectively. Mobile payments are especially exciting because they will offer a new method for customers to buy music which matches their lifestyles."