Customers get access to tunes online or via their handset every time they top up by £10 ($16.43) or more. But as Forrester analyst and occasional paidContent:UK contributor Mark Mulligan points out, they are only allowed to hear 600 minutes each month—which roughly translates to 14 albums. For customers regularly paying £30 ($49.23) a month in phone credit, it’s the equivalent of paying £2.14 ($3.53) for each album listen—but you don’t get to keep it. “So still far from free, even though they’re being told it’s ‘free’ music,  which in turn reinforces conceptions that music is a free commodity (thus further undermining perceived values of music),” Mulligan writes.

SEE ALSO: Virgin Doing Unlimited Music Package, Will Suspend Illegal Downloaders

But the teenagers and 20-somethings who have Orange PAYG phones may not be so worried—they are getting music at no extra cost. And if they want downloads they can go to Orange’s download store, which this month dropped DRM from its downloads. As for Universal it’s another innovative way to get its content straight to users, following its deal to offer Virgin Media broadband customers unlimited downloads in the UK.