HMV, the U.K. music retail chain, is for the first time going to sell mobile phone contracts and devices from this weekend (Aug. 5). The move is part of its strategy to enhance digital music services.

HMV, the U.K. music retail chain, is for the first time going to sell mobile-phone contracts and devices from this weekend (Aug. 5).

The move is part of its strategy to enhance digital music services. The retailer is to sell services for leading carriers Vodafone and Orange, which also sell comprehensive mobile-music services. And the handsets, supplied by Samsung, Sony Ericsson and Nokia, will all feature music players.

The 21 HMV outlets taking in the new mobile-sales efforts include the flagship Oxford Street store in London, plus regional superstores in Glasgow, Cardiff, Manchester, Leeds and Southampton.

The phones and related services will be marketed at the stores' "HMV Digital" sections, where other entertainment products include digital-music players, accessories, plus promotions for HMV's digital-downloads offerings.

“We’re not trying to get into the mobile phones business here—the key point of differentiation for us is that all the phones that we will be stocking will feature music players,” said Mark Bennett, HMV’s head of digital. “This initiative supports the ongoing development of HMV’s multi-channel strategy aimed at giving consumers the greatest possible access to music and entertainment.”