In the always tricky world of business, a company must absolutely manage to latch onto a viable commodity and find every possible way of maximizing its marketability. Mobile manufacturers are working around the clock to find new and exciting angles to take in putting together units that will supposedly sell well to various parts of their core demographic, and technology has helped them integrate new features and new mobile content into he units they produce. Even programs and applications are now part of the race, as Apple has merged mobile with media and music to produce the ringtone-enabled and selling iTunes 9 and Nokia has tried its hand at the same tack with Comes With Music.
Comes With Music sprang forth from an initiative announced on December 4, 2007 as a program partnered up for by Nokia and Universal Music Group, Sony International, Warner Music Group and EMI along with several independent levels to put together bundles of unlimited free music downloads for users buying Comes With Music edition phones, in block of 12, 18 or 24 months. Thousands of songs from top music studios would seem like a no-brainer for buyers of new phones who would also get a limited-time, unlimited-amount free pass to these songs. EVP and General Manager for Multimedia Anssi Vanjoki was cited as saying “We set out to create the music experience that people are telling us they are looking for – all the music they want in the form of unlimited downloads to their mobile device and PC,” adding, “even if you listened to music 24 hours a day, seven days a week, you would still only scratch the surface of the music that we’re making available. Comes with Music fulfils our dream to give consumers all the music they want, wherever they want it, while rewarding the artists who create it.”
The program has sold reasonably well for Nokia and the labels involved, as the tracks stay on the user’s phone past the free download period [albeit copying of these tracks to any other device or CD is prohibited by Microsoft’s digital rights management format]. The program is popular for those who have already availed of it through their phone purchases, as Nokia’s Laurie Armstrong has revealed that users have downloaded over 24 million tracks since the launch of the service. “Music fans are downloading an average of 12 tracks every day,” she said, adding that “in Singapore, [a market to whom Comes With Music] launched in late February, over 4 million tracks have been downloaded. Mexico passed 3 million downloads in just 12 weeks.”
The idea of free music downloads limited only by time must indeed seem appealing to various users who are looking for ways to maximize their phone-buying budget and their enjoyment of the phone’s features. It is no surprise that Comes With Music seems to be clocking in as potentially strong competition for a variety of already-prominent music download services and mobile phone manufacturers. The next phases of the competition should be interesting to see.
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