You could be forgiven for thinking that Nokia’s music announcement yesterday was yet another subscription service. The phone giant didn’t help dispel the notion by omitting some details from the official press material. However, we were able to put more flesh on the bones of the announcement last night. It’s beginning to look as if Nokia’s move, blessed by the world’s biggest and most aggressive record company, represents a radical new direction for the music business.
Essentially, the deal bundles digital music for “free” with a Nokia phone. You can acquire unlimited songs for a year through the Nokia Music Store, then keep the music you’ve acquired if you don’t want to continue the deal. You’ll be able to play the songs on a PC (alas, not a Mac or Linux) and your Nokia.
By contrast, most music subscription services on offer today time-bomb the music, so that when you leave the service, it dies. That’s fine if you think of it as a sort of “cached” on-demand radio, but not as a way of acquiring a permanent collection; it’s proved unacceptable to consumers, who are used to keeping the music they’ve acquired for life… or until they’re burgled, or the house burns down.
In other words, it’s a loyalty program for Nokia customers, with music as the bait.
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