MUMBAI: Southeast Asian telecom operator SingTel has launched a new service in Singapore that lets mobile subscribers download music files and videos.

Developed with Universal Music, SingTel is expecting the web-based facility called AMPed to attract new customers as well as get existing subscribers to upgrade service plans.

"SingTel, with Universal Music Group, will take our customers’ mobile music experience to unprecedented heights with AMPed. AMPed is another demonstration of SingTel’s transformation into a multimedia solutions company and how we are constantly developing new and innovative solutions that are relevant to our customers’ needs," said SingTel Singapore CEO Allen Lew.

SingTel, owns Australia’s number two telco Optus and also has stakes in mobile phone companies in India, Thailand, Indonesia, the Philippines, Pakistan and Bangladesh. The company plans to expand this initiative in other countries too.

As part of the service, customers can upload reviews and comments instantly, allowing them to upload photos, share and chat with other music lovers. They can also link their news to social networking sites like Facebook and Twitter.

The AMPed service has approximately 500,000 songs ranging from 1960s tunes to contemporary hits for download. AMPed subscribers can download files from Universal Music after buying a SingTel Internet data plan.

Universal Music senior vice president digital Rob Wells said that the music label was keen on developing similar services with other Asian telcos. "Universal Music is extremely happy to be part of the launch of AMPed in Singapore, which we truly believe will redefine the landscape of digital music services in the market. With the roll-out of AMPed, SingTel customers will be in step with some of the best digital music offerings worldwide," he added.

SingTel and Universal Music’s AMPed works with 3G (or third generation) handsets from Nokia, Samsung, LG and Sony Ericsson.