its mobile users to play songs wherever they are as it steps up its rivalry with Apple, according to people familiar with the matter.

Google’s Andy Rubin, the brains behind Google’s Android mobile operating system, has been leading conversations with the labels about what a new Google music service would look like, according to these sources.

Rubin, Google’s vice president of engineering, hopes to have the service up and running by Christmas, two of these people said.

The music industry hopes to benefit from a battle for control of the mobile phone and computer desktop between Apple and Google as both technology giants go head-to-head in a wide range of media and consumer technology areas including online TV and movies, mobile phones, software and even advertising.

Music is the latest area they are likely to compete in even though Apple had a major head-start on Google, with its 7-year dominance through iTunes Music Store, which accounts for 70 percent of all U.S. digital music sales.

Google has yet to sign any licensing deals with major labels, these people say, but it hasn’t stopped the labels getting excited about the prospect of its entry to the business and what competition with iTunes could mean for the industry.

“Finally here’s an entity with the reach, resources and wherewithal to take on iTunes as a formidable competitor by tying it into search and Android mobile platform,” said a label executive who asked not to be identified. “What you’ll have is a very powerful player in the market that’s good for the music business.”

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Authors: Reuters

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