Rdio, a subscription music service that offers unlimited song plays on mobile devices for a monthly fee, plans to replace its seven-day free trial with one that offers more free listening.
Rdio CEO Drew Larner said the system would be "dynamic" and tailored to each user. The free trial will come without ads.
He said most users will have longer to try out the service, while heavier users will have free listening cut short and be prompted to pay for a subscription.
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Rdio offers access to 8 million songs for $10 a month on mobile devices and $5 a month on computers only.
Its expanded free offering comes after competitor MOG added a digital gas tank to its free service that can be filled by recommending songs to others.
Billboard.biz will have more on this story soon.