NOK finally finds a keeper…

by Kris_Tuttle on December 10, 2007

The deal that Uni­ver­sal has struck for con­sumers to get music on their Nokia cell­phones for 12 months is a win­ner.  Felix Salmon over at Portfolio.com pub­lished some com­men­tary on the deal a few days ago. 

Focus­ing on “free” misses the point.  Con­sumers are going to be pay­ing a low sub­scrip­tion fee to access the music on their cell phones.  They won’t be able to move into iTunes or burn a CD but then the point is to pro­vide them with the con­tent on the phone itself.  (These other options will be avail­able if the cus­tomer decides to actu­ally pur­chase the music.)

The iPod and iTunes are great but they are also lim­it­ing in that one needs to carry the device and agree to the iTunes way of doing things.  It’s a worth­while trade-off for many.  How­ever there is another huge (prob­a­bly far larger) seg­ment of the mar­ket that this Universal/NOK deal can begin to tap into. 

Enter­tain­ment is a per­sonal mat­ter but for many it involves more lis­ten­ing than buy­ing, arrang­ing, and play­ing.  This is where ser­vices like XM Radio have found suc­cess.  XM Radio on a cell phone is prob­a­bly another great idea.  But by pay­ing a small fee to have a music library on the mobile phone is some­thing that can prob­a­bly net tens of mil­lions of cus­tomers quickly *if* it is well-designed and implemented. 

In Europe the phone is the key per­sonal device.  More than 1/2 of the folks one sees on the train are play­ing games, doing SMS and lis­ten­ing to music on their mobile phone.  (Not nearly as much email as in the States.. in Europe train time for most  is per­sonal time.)

The Universal/NOK deal may or may not be a game-changer depend­ing on how well they exe­cute but the struc­ture of the value propo­si­tion for a big swath of the poten­tial user base looks to be on target.

– Kris Tuttle

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