Buy An Expensive Phone, Get Free Music

Nokia is morphing into a media business, according to The New York Times.
Next year the handset maker will team with Universal Music Group, and other labels that opt in, to offer consumers free music.

Under the agreement, Universal will let users download its entire catalog at no cost for 12 months, and keep the songs at the end of that time. Users will be able to download the songs to new Nokia phones or to their computers via mobile or fixed-line broadband connections.
Mark Mulligan, an analyst at Jupiter Research said, “What is bold and strategically important about this is that they are tacitly accepting that they will never get digital youth to pay for music.”

It’s also clear Nokia will fight Apple head-on by trying to loosen Cupertino’s hold on the digital music business, and by providing viable alternatives to the iPhone.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.