Microsoft MixRadio Sold To LINE

Microsoft is selling MixRadio to LINE, washing its hands of the personalized streaming music service that started life as Nokia Radio. MixRadio, which builds custom playlists as well as offering pre-organized, themed playlists constructed by music industry insiders, was originally part of Nokia's exclusive multimedia offering for its Lumia Windows Phones; it was renamed back in late 2013, ahead of Microsoft taking the reins. Plans had already been vaunted for an expansion of the app beyond just Microsoft's own smartphone OS, and now LINE says it intends to continue that process.

Back in July this year, the MixRadio team had outlined its intention to bring the service to iOS on the iPhone and iPad, as well as to Android devices. Meanwhile, Harmon Kardon recently baked the service into its new Omni speakers.

Adidas also uses MixRadio in its miCoach Smart Run watch, with custom playlists designed around activities like jogging.

For the moment, there'll be no change in what MixRadio offers for Windows Phone users. "In terms of the MixRadio app and service itself," service chief Jyrki Rosenberg says, "MixRadio fans can expect the same level of commitment to bring a personalized music experience to Lumia smartphones."

Rosenberg and the rest of the team will continue to be based in Bristol, UK, after the acquisition, which is expected to close in early 2015.

LINE is best known for its instant messaging client, which earlier this year added voice calling support in a number of countries, the US included.

For Microsoft, the focus will presumably remain on Xbox Music, its subscription-based streaming audio service. That is available across not only Windows Phone but Xbox, Windows, and other platforms.

SOURCE Microsoft