Who's behind it: Motorola with licensing deals with General Electric Co.'s Universal Music unit and Warner Music Group.
What it means to the music scene: In trying to move one step beyond Steve Jobs' iTunes, Motorola is offering music artists and other entertainment franchises an on-demand route for distribution to a highly defined fan base. Unlike iTunes, satellite-radio competitors and even Motorola's first Rokr E1 iTunes music phone, Motorola claims its service will be easier for consumers because it is more logically organized.
Why you should care: This latest example of the power of mobile as a convergence device will offer direct-to-consumer music sales as well as other highly targeted marketing opportunities such as product integration and concert sponsorships, contests and other promotional activities.
Who's using it: No one at the moment. Motorola executives expect some if not all of the nation's top wireless-service providers will begin participation by midyear. IRadio works with the Motorola Rokr 2 phone but will be compatible with other Motorola handsets, mobile phones from other manufacturers, maybe even one day Apple's music empire.