O2 and Sony BMG have launched a music download service for mobile phones.

The new My Play store is powered by Momac's GoMedia platform and is available via O2 Active. It allows O2 subscribers to download tracks for 99p, videos for £1.50 and ringtones for £3.50.

"Joining forces with such a leader in the music space will bring our customers an in-depth music service with the most popular artists available straight to their mobile," said Sally Cowdry, darketing director of O2 UK.

O2 said the service is available on 350 handsets to both prepay and contract customers, however a spokesperson for the mobile operator warned that it has a limited range of tracks.

"The aim of MyPlay is not to provide a large library of tracks but to provide in-depth artist content which their fans can access directly," an O2 spokesperson told The Times.

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