Coming in Q2 will be MOG's apps for the iPhone and Google Android platform, which were debuted at SXSW today. The apps take an excellent product -- the MOG online service -- and put it in an easy-to-use, feature-rich mobile version.

CEO David Hyman did not give a specific date of their availability.

Perhaps the most important feature is the ability to download tracks for offline listening. Users can hit a download button to cache tracks and albums. The tracks can be played only as long as the user is subscribed to the service. (Spotify, not yet available in the United States, has the same function for its mobile apps).

Mobile users will pay $10 per month for both mobile and online services. The online-only version of the service costs $5 per month. The app will stream 64kpbs AAC+ files. Subscribers will have the option to download higher quality files.

Getting the Android app approved will not be an issue, he said. "We'll have to wait and see," he said of getting the iPhone app approved, although he noted Apple has approved similar apps (most notable that of Spotify).

The apps share the simplicity and overall design of the MOG online service. A user's playlists and saved catalog transfer over to the mobile service. They integrate MOG Radio, which allows the user to create a personalized station based on a desired artist. Charts and editorial, both key aspects of the online version, will be accessible through the mobile app. Finally, the Android version will have a voice command for searching - a handy feature for an on-to-go product. During the press conference, a voice search for David Bowie worked without a hitch.

In February, MOG announced $9.5 million in funding from existing investor Menlo Ventures and new investor Balderton Capital. The company plans to use the funding for its expansion into the United Kingdom.

MOG closed a $5 million round of financing from Menlo Ventures in August 2009. It has raised about $22 million to date.


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