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V Cast Grabs Beyonce As US OTA Push Intensifies

BASKING RIDGE, NJ (Hypebot) –Starting today Verizon Wireless' V Cast is the first and only place to download tracks from the new Beyonce alter-ego album. I Am…Sasha Fierce".

Verizon will send a video MMS with a personalized message from Beyonce directly to subscribers, enabling them to be the first to download and purchase ringtones, ringback tones and full songs from the album. Fans can also text "BEYONCE" to 8901 to download the exclusive titles directly to their mobile phones.

As much as this is a gimmick to draw attention to Beyonce's release it is also designed to draw attention to the ease and convenience of over the air (OTA) downloads. In Korea and Japan direct to phone music sales dominate. Arcaic but improving mobile infrastructure in the US has slowed adoption here, but Verizon and other carriers are determined to speed up the pace.