Telecom has unveiled a partnership with Spotify and will offer some mobile customers free premium accounts with the online music giant.
The company said the partnership reflects its transformation from being a traditional telco to a "customer-inspired provider of digital services, entertainment, mobile and data".
Spotify, a streaming music service, has 24 million users worldwide. People can use the service for free or pay a monthly fee to listen to music without ads and download music to their mobile phone.
This morning, Telecom - which will soon change its name to Spark - said certain prepaid and on account customers would get a free Spotify premium subscription.
"Free Spotify Premium is a 'game-changer' for mobile, and a great first stake in the ground after the announcement of the name change. The music offer will be a great bonus for existing customers and we believe it will attract more people to the Telecom mobile network," said Telecom retail boss Chris Quin.
"48% of kiwis say they now listen to music using their smartphones. Spotify is the best music service around - it lets you listen to the artists you love and helps you discover more music than ever before. If you're not getting this already, you're going to want it."
It comes on the back on an announcement last week that Telecom will soon launch an online television platform called ShowmeTV, which chief executive Simon Moutter called a "NetFlix for New Zealand.
Telecom said, from tomorrow, all customers who use the $29 Ultra Mobile prepaid value pack, or who are signed up to the $59 monthly Ultra Mobile plan or higher, will receive a Spotify subscription at no additional cost.
As part of the announcement, Telecom staged an event at its offices with performances from New Zealand musicians Clap Clap Riot, Jamie McDell and Benny Tipene.