starts to raise the white flag the Nokia Ovi Music Unlimited (formerly called "Come With Music"), which is to download unlimited music for one year to those who buy certain models of phones. Nokia does not offer more in 27 countries out of 33. Those who have already activated will continue to use it, until the expiry of the license that allows free downloads. But you can not find models that include this offer, except in China, India, Indonesia, Brazil, Turkey and South Africa. Remains active normal Ovi Music, the digital store that lets you buy songs without DRM protection. Unlimited offer those instead had the DRM and is one of the reasons that had little success. "It was a good idea but poorly executed," he told Repubblica.it Mark Mulligan, an analyst with Forrester Research and one of the leading experts in digital music. "The DRM is unpopular now, so that they have abandoned all the major players," he adds. "The biggest mistake of Nokia, however, was to launch the offer directly to users, bypassing mobile operators, which also sell music downloads. Result: operators have chosen not to subsidize the purchase of the models that included the offer, which then were on average more expensive than others, for the consumers. "
The basic problem, however, is another and perhaps is more general. Unlimited is the latest victim of Apple's iTunes, the undisputed master of the online music market. "So far no one has really managed to dent the market share," said Mulligan. The share of iTunes is about 70 percent in the world " but in Italy we get to about 80, "said Enzo Mazza, president of FIMI (Italian Federation of Music) which has an observatory on this market.
" There is no real competition the world, on stores that sell downloads. Amazon is the main competitor to Apple but failed to gain market share, "said Mulligan." Many have tried, changing the strategy, with the only result, however, when it went well-to inhabit a niche where they can be afloat, "he says. One example is a subscription-based offerings flat, most notably that of eMusic, which has since focused on indie music, allowing them to differentiate them from iTunes. eMusic knows, however, that out of niche should play more at 360 degrees, and in fact has begun to do so, holding the first agreements with the majors.
Chapter in streaming services are free, supported by advertising. "I am a success, but do not yet profitable. Not for the main service, Spotify," said Mulligan. Spotify will be there in Italy and for this reason that "we have decimated the music videos on Youtube, that iTunes is the real ruler of the legal scene in Italy," says Mazza. "The offer to pay, however, the main services are Dada and IBS," he continues. Dada is focusing on differentiating streaming, IBS is supported by the fact that a store with a wide range of products, a bit 'like Amazon, but it does not sell music in Italy.
"It 's a difficult and complex, where it is always easier to find music illegal, even without knowing the peer to peer services, "said Mazza." Nevertheless, Italy continues to grow: in 2010 the volume of paid downloads increased by 12 percent, according to Nielsen figures have just arrived. "In Italy, the legal online music still has chance to spread through paid services or free, download or streaming. But I wonder if you will, within a reasonable time, a significant business for companies other than Apple, in Italy and elsewhere in the world.
Source: Republic
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