January 5, 2011 at 1:37 pm

CES 2011: MOG Launches Car/Home Music Initiative

mog fusion

Like many other music services at this year's CES, MOG is reaching out to hardware developers to extend its music app beyond the smartphone.

LAS VEGAS, NEVADA – At the Consumer Electronics Show, hardware manufacturers are cozying up to music app developers — especially in the car and on the couch — and the MOG music service is no exception.

MOG formalized its intent to provide drivers and living room music enthusiasts with artist stations as well as something Pandora can’t provide– on-demand playback of any song or album from a comprehensive music catalog — through a new outreach program called MOG Fusion, designed to move MOG from the browser and the smartphone to the highway and the couch.

Approved hardware partners can access the company’s internal MOG Fusion APIs (Application Programming Interfaces), allowing them to build the music service natively into cars and home electronics. One of the first of these units — a car stereo from global automotive supplier Visteon — will be demonstrated in prototype form at CES later this week, according to MOG spokeswoman Marni Greenberg.

“The future of digital music is all about increased access through the 10-foot experience, and being built into car dashboards,” said MOG CEO and founder David Hyman in a statement. From the looks of things, CES, taken as a whole, tends to agree. This looks to be the year that music subscriptions migrate beyond specialized players, and into the electronics “regular” people use.

MOG is free to try for 14 days, after which a web-only subscription costs $5/month, while a subscription that lets you access MOG elsewhere (any smartphone or MOG Fusion partner), and beyond costs $10/month.

If you’ve shopped around for a music subscription, you’ll recognize that $5/$10 breakdown as the going rate these days. Ultimately, music services can’t compete on price — and they can scarcely compete on music selection, because they all have the same suppliers: record labels, publishers, aggregators of independent music, and artists.

For MOG and its competitors, winning the race to create the first truly popular music subscription in the U.S. in part means quickly colonizing other burgeoning app platforms before they hit the mainstream — the tablet, television, home stereo, car, and who knows, maybe even the refrigerator. (We’ll check in with CES exhibitor Whirlpool later this week and let you know.)