A new music service, aimed at cell phone users who crave music while on the go, is going to be unveiled by Omnifone, a British mobile music company. This is the first of what is expected to be many challenges against Apple Inc.'s upcoming iPhone and iTunes.

The new MusicStation will be an "all you can eat" service that will let users — in Europe first, but with plans to expand elsewhere — download new songs from dozens of major music labels for a weekly cost starting at about $3.88, per week.

The company had signed partnerships with 23 mobile network operators with a customer base of 690 million subscribers in 40 countries.
Users will be able to search, download and play music on their cell phones and sync it with their personal computer to create playlists that can be shared with other MusicStation users. Omnifone's service was designed for 2.5- and third-generation networks, which are prevalent across Europe and Asia and expanding in North America.