They have teamed up with most major handset makers, 30 mobile operators and the 4 big music labels to offer a service called MusicStation which allows you to download unlimited music to your mobile phone only (no CD or PC) for $15 per month.
Given the reach, the service could be available on hundreds of millions of phones and be available before the iPhone outside the US.
Steve Jobs may have finally found his match. The only potential flaw in the system I can see is not being able to copy my MusicStation music to my PC. Maybe that'll come down the road.