Southeast Asia’s biggest telecoms firm SingTel launched a mobile download service Sunday for music and videos in its home market of Singapore, which it plans to take to other parts of Asia. The service, called AMPed, was developed with Universal Music and will help position the carrier’s offering beyond “just bits and bytes,” according to the carrier’s CEO Allen Lew. AMPed is only available to contract customers, a move that it hopes will lure new customers and tempt existing ones to upgrade their monthly plans.

Lew pointed out that in Singapore more than 50 percent of mobile users listen to music on their phones, and that the carrier needed to offer customers information and entertainment as well as other services to branch out beyond “pure carriage,” reports Reuters. It also offers web-based pay TV in Singapore as well as content portals.