Muve Music's 2M subscribers: Music to Cricket's ears

The carrier's unique service plan, which offers unlimited music downloads for prepaid devices, has led to renewed growth for Cricket.

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Muve Music offers unlimited downloads. Cricket

Over two million subscribers tune into Cricket Wireless' unlimited Muve Music download service, the company said Thursday, claiming that this makes Muve the country's most popular on-demand subscription service.

Muve (pronounced "move"), which is automatically bundled into the carrier's rate plan for Android phones, lets customers download as many songs and ringtones as they can store, provided they keep paying their monthly phone bill.

In addition to doubling its user base from 1.1 million at the end of 2012, Cricket also says active listeners play music longer than they did last year, to the tune of about 30 hours per month.

A Cricket spokesperson told CNET that since its launch in 2011, the Muve Music service has accounted for Cricket's growth, particularly in converting customers from users of simple phones to owners of pricier Android phones and data plans.

With a library of 15 million browsable and searchable songs, Muve Music makes a wide range of popular tracks available, in addition to more niche genres. This is important to Cricket's core user base, which skews toward the youth demographic.

So is the addition of popular, high-end smartphones to Cricket's prepaid lineup, like the Samsung Galaxy S4 and Apple iPhone 5.

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