Mobile media is on the rise, with new ways of doing old things being the name of the game. While ringtones, wallpapers and even full-song downloads have been around for a while, mobile media providers continue to find new ways to offer them to the growing number of mobile users. Digital storefronts have become one of the more interesting and versatile ways to make a large and diverse number of mobile offerings available to a great number of users, while music-download programs and plans have also become a fairly successful way for mobile content providers to offer users the music licensed from their media partners.
Mobile phone manufacturer Nokia took the next step in their evolution when they announced Ovi services in 2007, establishing a new wave of mobile services that would complete the Nokia experience begun with purchasing a new Nokia phone. Since then they’ve also established the Ovi Store, which is still moving forward with a company-planned and user-requested makeover, and they’ve also pioneered the “all-you-can-eat” music download service for mobile phones with Comes With Music. Comes With Music has been supported by four major music labels and has emerged as a fairly popular service for Nokia users, especially those who got the Nokia N96 which came bundled with the service – which in turn allowed owners to download as much music as they wanted for the 18-month period.
This year, the service that hit Indonesia, Brazil, Mexico, Russia and over 15 other countries with a musical fervor travels to the East to land in China as “Yue Sui Xiang”, a music service that maintains the unlimited DRM-free music download promise of the original Comes With Music service. Yue Sui Xiang will be available on eight devices upon launch – the Nokia 6700s, Nokia X6 16GB, Nokia 5230, Nokia 5330, Nokia E52, Nokia E72i, Nokia X6 32GB, and Nokia 5800w. Huadong Feitan will be part of the China Comes With Music ensemble in order to help ensure the service’s new iteration is tailored to specifically meet local consumer needs.
It could be said that the Comes With Music service has been struggling to compete with iTunes, which has itself established itself firmly in the mobile consciousness with Apple’s iPhone. However, Nokia is confident that the service would continue to grow with this new initiative. Global Head of Music at Nokia, Liz Schimel, states that Nokia “have expanded the reach of our music service to 30 markets in just 18 months.”
Yue Sui Xiang, the new Comes With Music service, will continue to work with Universal Music Group, Sony Music Entertainment, EMI Music and Warner Music Group to license their music as offerings for the service. Appropriately, a number of local independent labels will be part of the service as well – a lineup that includes Huayi Brothers Media Group and Taihe Rye. Tihe Rye CEO Son Ke reciprocates the enthusiasm Nokia feels for the new venture, and says that “Lovers of Chinese music can now download content from Comes With Music, broadening the market for our artists globally.”
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