I don’t want to sound pessimistic but even in countries where piracy is at its minimal and the culture of free music isn’t entrenched, the pioneers of music streaming services aren’t having it easy at all. Spotify is struggling, Apple Music is sinking in more funds from the parent company, Tidal is being laughed at, others have folded and are asking me to by their office furniture 
However, you can’t discount the power of vision and commitment. It sounds like the team at MyMusic has seen some vision and are working towards it. If people are already paying for Caller Tunes, then I think there is a large market for this.