Muve Music is the nation's first unlimited music service to be included as part of a wireless rate plan. Since its launch in January 2011, Muve Music has risen to become the second-largest mobile music subscription service in the U.S, due in part to its value-based model targeted directly to its unique customer demographic as well as its unique strategy. The launch and rollout of Muve Music was a success leading to over 500,000 subscribers in less than a year.

Cricket imagined a better user experience for music lovers, one that at its core would support artists and music industry labels and at the same time provide a music service that would deliver unlimited music and eliminate the need for synching to computers or carrying additional mp3 players. The complexity and scale of bundling a music service with a wireless rate plan had never been successfully accomplished. There were no models or blueprints. Cricket’s team worked closely with top tier music label executives to create a relationship that would endeavor to support the growth of the industry and provide a unique user experience bundled with a wireless rate plan. Additional strategic partnering with leading tech company SanDisc enabled Cricket to encrypt music files in such a way that would protect the music and compress it and thus rendering the ability to store thousands of files in one place and further enabling the unique and innovative user experience to become a national mobile reality.

Cricket imagined a better user experience for music lovers, one that at its core would support artists and music industry labels and at the same time provide a music service that would deliver unlimited music and eliminate the need for synching to computers or carrying additional mp3 players. The complexity and scale of bundling a music service with a wireless rate plan had never been successfully accomplished. There were no models or blueprints. Cricket’s team worked closely with top tier music label executives to create a relationship that would endeavor to support the growth of the industry and provide a unique user experience bundled with a wireless rate plan. Additional strategic partnering with leading tech company SanDisc enabled Cricket to encrypt music files in such a way that would protect the music and compress it and thus rendering the ability to store thousands of files in one place and further enabling the unique and innovative user experience to become a national mobile reality.