Music Streaming Service WiMP launched in the Norwegian market last
month. The service is a joint venture between Aspiro (STO:ASP) and
Platekompaniet, launched in cooperation with Telenor. Such cooperation
between a telecom operator, a technical supplier and a traditional music
retail store is unique in the European market. The music industry
considers WiMP’s strong editorial focus as one of the key success
factors.

WiMP's ambition is to offer its listeners a complete catalogue of music
in all genres. The service is simple to use and the listener is able to
easily find the music he is looking for. In addition, WiMP aims to have
a strong editorial side. Competent editors continuously assemble
interesting information and fresh play lists in various genres. WiMP
further seeks to use the help of music experts to inform the listener
about what is happening within the various genres and what are the
essential releases. With this, WiMP hopes to help the listener explore
new music and contribute to a general rise in music discovery.

“We believe the key success factors for the Aspiro music streaming
service are the user experience, allowing easy ways of discovering new
music and sharing it with friends, together with a local approach to the
market, as we have with Platekompaniet in Norway”, says CEO of Aspiro
Music Per Einar Dybvik.

The record companies have also received the WiMP approach
enthusiastically.

“Music subscription services are an important part of the industry's
emerging digital landscape, and it is with enthusiasm we now see that
WiMP has gone live. The focus on local Norwegian repertoire makes this
service unique! We look forward to see the music-loving public getting
the best technology for PC and mobile - combined with Platekompaniet’s
commitment and knowledge of music and retail, making this service a
complete offering to the Norwegian consumer”, says Petter Singsaas, CEO
of Universal Music Norway.

“It is with great pleasure we see that the WiMP has finally been
released. With its focus on Norwegian music, and with Platekompaniet’s
musical expertise, everything is set for this to be a great success. At
Sony Music, both locally and internationally, we have great faith in
subscription-based services, and we look forward to a long and good
cooperation with all those involved in the WiMP”, said Stein Vegusdal of
Sony Music Entertainment Norway.

"WiMP offers fans a first-class music experience: easy-to-use, portable
and affordable, with a particularly broad choice of repertoire in
high-quality sound and the option to own favourites. We're delighted to
see a major technology provider and a leading retailer launching a
compelling music service that supports and extends their own businesses,
whilst ensuring that artists and labels are properly compensated for the
value their music creates," says Guttorm Raa, General Manager of Warner
Music Norway.

“Emi highly appreciates the WiMP launch in Norway, as the owners of WiMP
possesses a unique music competence which they will use for the best of
the Norwegian music industry”, says Jarle Savio, New Media Manager at
EMI records. “ WiMP has become a very good service focusing on music
discovery and they have made the wise choice of running a strong
editorial line to help the audience find new music. Platekompaniet, one
of Europe’s best record store chains now also has a one-stop-shop where
the public is free to choose which format they want their music in and
when they want it. It is a major step in the right direction when it
comes to user friendly music services.”

WiMP will also be a tool for artists and record labels to present their
new releases. The artists can also contribute with their own playlists
and thereby communicate directly with their fans through the service.
This is also expected to help push an even higher share of local music.
Another offering provided through the WiMP is the possibility for
unsigned artists to register and get paid for their music.

General Manager of Norwegian artist organisation GramArt Elin Aamodt
said: “For Norwegian artists, it is great to see a Norwegian streaming
service with a focus on Norwegian music and aiming to have the best
Norwegian catalogue, and with editorial content allowing the listeners
to discover new Norwegian music. This could give Norwegian artists a
wider audience. We also have confidence that WiMP will ensure that
artists and licensees gets better paid than what we have seen from
streaming services so far. We welcome the service and are very positive
about this.”

Aspiro and Platekompaniet focus on the fact that artists, record labels
and copyright holders must get paid for their music and aim for most
artists to want to offer their music in the service. WiMP is therefore
only available as a subscription service with a payment model ensuring
that everyone gets their share.

“Platekompaniet believes that legal services such as the WiMP will
hopefully mark the beginning of the end for the music industry’s
challenges surrounding illegal downloading”, says Rolf Presthus of
Platekompaniet.

Aspiro in Brief

Aspiro has a unique position as the world’s only provider of both
streaming music and TV services delivered as a complete white label
service to partners. As the market leader in mobile entertainment in the
Northern European region, Aspiro utilize over ten years mobile
technology and retail experience, delivering its premium services to
companies worldwide including T-Mobile, Telefónica O2, Telenor, 3,
TeliaSonera, BBC, Thumbplay, Aftonbladet, mBlox, TVNorge, Entel and VG.
Aspiro is listed on the Nasdaq OMX Stock Exchange in Stockholm, with
local presence in all Nordic and Baltic countries and the US. 2009 sales
were SEK 441 m and the company has some 140 employees.

Platekompaniet in Brief

Platekompaniet sells home entertainment, music, movies and games in the
Norwegian market, with the goal of being the number one choice for
consumers in this range. Platekompaniet are market leaders in sales of
CD’s and DVD’s in Norway. The chain was founded in 1992, has 340
employees and 2009 revenues of 641 million NOK.

Telenor in Brief

The Telenor Group is an international provider of high quality tele,
data and media communication services with mobile operations in 13
markets across the Nordic region, Central and Eastern Europe and in
Asia. Headquartered in Norway, the Telenor Group is among the largest
mobile operators in the world with 174 million mobile subscriptions,
revenues in 2009 of NOK 107 billion, and a workforce of more than
40,000. Telenor is listed on the Oslo Stock Exchange.

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