O2 Spins Music Into User-Generated Mobile Play

Mobile phones now represent another venue for the the user-generated explosion, and action is happening across all major markets. Even in the United States, often a laggard in mobile-based technologies, MySpace is now accessible to both Helio and Cingular subscribers. And in Europe, operator O2 has gained traction with a service called LookAtMe, a video-focused initiative that allows users to upload clips in a YouTube-style format. But unlike YouTube, at least in its current version, the O2 play actually pays users if others subsequently download (and purchase) the shared content. That helps to create some incentive for quality control, and mirrors some newer concepts in the user-generated realm.

Now, O2 is layering music-related aspects into LookAtMe. The expanded aspect, called Your Show, allows users to upload homemade ringtones and audio clips. The result is a richer LookAtMe offering, a natural evolution for the service. "Our customers love it," said O2 executive Russ Shaw. "Your Show is the logical next step for the home of music - it's a chance for everyone to get creative and begin selling videos and tracks and make money out of it." LookAtMe first launched in June of last year.