Nokia has launched MixRadio in 31 countries in an attempt to grab a slice of the music streaming pie.

The service builds on its two-year-old Nokia Music platform but now allows additional personalization through on-screen ‘thumbs up’ and ‘thumbs down’ responses from the user.

It also offers hundreds of expert and celebrity curated mixes free of adverts, sign ups or subscriptions.

Mixes can be saved for offline listening during times without signal such as underground travel, as well as reducing data use and costs.

Nokia MixRadio also offers MixSharing, the ability to share mixes through social media or by email or SMS, helping people discover and enjoy more great music.

Jyrki Rosenberg, VP and Head of Nokia Entertainment, said: “Today we are making our mission clear, to provide the most simple, personal radio streaming service available. Nokia MixRadio marries simplicity with an incredible level of personalization, for a mobile first approach that will help everybody, not just the avid music fan, enjoy and discover new music for free.”

In Asia, the service is available in China, India, Indonesia, Malaysia, Singapore, Thailand and Vietnam.