MUMBAI: Universal Music Group (UMG) and 3 UK will join UK`s mobile music service provider, Groove Mobile`s direct to consumer off-portal data service.

As part of the service, 3 UK consumers have access to both UMG and Sony BMG`s catalogues of music on portal and off portal. The direct to consumer offering allows users to easily access full track music downloads Over-the-Air (OTA) via SMS short codes without the fear of incurring additional high data charges.

Sony BMG and now UMG will have the power to reach out to mobile users directly, giving them immediate access to new music with Groove Mobile`s text trigger services.

The costs incurred by record labels to distribute their artists` music on the mobile platform have been a barrier to adoption of direct to consumer initiatives in the past. Groove Mobile has worked with Vodafone and 3 UK to simplify the payment process and data charges for off portal content, thus controlling the costs passed on to consumers.

Universal Music Group International, senior vice president-Digital, Rob Wells commented, ""Mobile subscribers will have access to WAP stores from popular and emerging artists including Amy Winehouse, Kanye West, Timbaland, Mika, Mr. Hudson, Kaiser Chiefs and Pharoahe Monch and can download music seamlessly and on the go." "Our goal is to provide users with the most convenient and cost-effective options to access great media services on their mobile devices," said 3 UK`s Head of Third Party Services, Rory Maguire.