Djuice launches mobile phone music downloads

As one of the first operators on the European market, Norwegian mobile phone service provider Djuice now launches music downloads for handsets.

Illustrasjon: mobiltjenester

Yesterday, Djuice launched their new music service for the latest generation of handsets. In a few minutes you can turn your mobile phone into a walkman, given that you own one of the newest models on the market.

The new music service is launched in partnership with Warner Music Norway.

Presently the new Djuice mobile download service is only available for those owning one of the following models: Nokia 3650/3660/6600, Siemens SXI and Sony/Ericsson P800/P900. The sound quality is reported to be good and download speed is reasonably fast (app. one/two minutes). The purchased tracks can be stored on an external PC hard-disc, but the files can not be burned onto CD, nor can the user listen to the music using other devices (MP3 players etc.). Each track trades for NOK 19 (€ 2,24 /$ 2,77).

Djuice’s Per Christian Andersen has a long-term perspective on the company’s music strategy: “Initially, we expect that a small but active group will use the services. App. 20% of the population need only to hear the word “innovation” before the interest in the download services is sparked. But it will take time before the majority of the population is familiar with the technology. We are patient. The technology is available, but it will take a couple of years before we can expect any volume in sales.”

Says trend analyst Paal Fure of Bengal Consulting to Norwegian daily Dagens Næringsliv (DN): “The meeting of mobile handsets and music is now a fact. The governing trend is to combine several services in one gadget. But it takes time for the users to get familiar with the technology, and it will take time before the mobile phone replaces the role of the walkman. What remains clear is that the technology creates a new competitive situation in the marketplace.”

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