LINE Buys Microsoft’s MixRadio to Expand its Music Reach Globally

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Japan based free call and messaging app LINE has confirmed the acquisition of Microsoft’s MixRadio for an undisclosed amount. The MixRadio team will join the new company and remain headquartered in Bristol, United Kingdom.

LINE has around 500 million registered users, 170 million of which are monthly active users in 230 countries.

MixRadio offers mobile-optimized music streaming service to millions of listeners across 31 countries, as according to LINE’s official website. MixRadio will continue to collaborate with Microsoft in order to offer a personalised music experience as a third party on Lumia smartphones. It recently launched a recommendation engine with the aim of delivering personalised experience of music listening.

LINE is in the league of mobile messaging apps trying to outbeat each other. From video calling to stickers, all the apps try to create a differentiating factor which eventually gets replicated by the rivals. It’ll be soon enough then that we’ll be seeing music streaming on WeChat, Hike, Viber too.

 

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