-Bridges the Divide between Mobility and Internet
-New Music Service to Make Applesauce of iTunes
After the unfolding of Nokia World 2007, held this week in Amsterdam, it’s apparent that the Finnish handset maker is prepping to become a key player in the overall mobile market. “Consider all the new words that became part of the industry lexicon in the past 12 months: N95, iPhone, Android, Ovi. They are words that represent new directions and new competition in our industry, which is ultimately great for the consumer,” said Nokia president and CEO Olli-Pekka Kallasvuo in his keynote to a crowd of approximately 2,700. “We are at the dawn of a new era in mobile communications driven by the rapid convergence of the Internet and mobility, and Nokia is setting the pace of change.”
The conference featured a host of announcements that included the introduction of its new Comes with Music service, the expansion of additional services for its Ovi portal, the launching of the eco-friendly Evolve handset and a partnership with Telecom Italia. Overall, the event served as a means for Nokia to announce its vision for the mobile industry – and to warn those companies who stand in its peripheral vision.
Comes with Music Hopes to Make Applesauce of iTunes
At the event, Nokia launched Comes with Music, an app that offers a selection of unlimited music for a year from a variety of current and past artists. Comes with Music is pre-loaded onto newly purchased devices and is a result of a partnership with Universal Music Group International, Nokia is currently in talks with the remaining major labels about getting them to participate. After the 12-month period expires, users can opt to purchase a subscription to the service. Interestingly, and unlike any other subscription service, listeners can still keep the tracks that they’ve downloaded regardless of whether or not they pay for the service.
“We set out to create the music experience that people are telling us they are looking for – all the music they want in the form of unlimited downloads to their mobile device and PC. Even if you listened to music 24 hours a day, seven days a week, you would still only scratch the surface of the music that we’re making available,” said Anssi Vanjoki, executive VP and general manager of multimedia for Nokia. “Comes with Music fulfils our dream to give consumers all the music they want, wherever they want it, while rewarding the artists who create it.”
Additionally, Nokia will expand its Ovi portal to PCs and the Internet. Previously, Ovi’s features, which include music access, games, social networking, content sharing and mapping, were only accessible through an on-device WAP portal. Now, users will be able to access Ovi through personalized mobile and PC Web-based portals, or “dashboards,” which will offer integrated access features like contact list synchronization.
Mike Grant, head of broadband and media at telecommunications research company Analysis Mason Group and a conference attendee, said the implications of Nokia’s launchings are extremely important to operators. “Should Nokia successfully execute these developments and attract even a small proportion of their current one billion customers to this service, both operators and other OEMs will have a mountain to climb to offer the same compelling proposition. Nokia is laying down the gauntlet, saying effectively that Apple have got it right, and they intend to compete for consumer loyalty across mobile, PC and the Internet. Moreover, while Apple have a strong presence in the US, Nokia’s global market reach and scale make it a powerful competitor to all in this space,” said Grant.
Partnering with Carriers
Nokia also announced that it will be partnering with Telecom Italia to provide mobile services to customers by enabling Ovi and additional Telecom Italia services on select Nokia handsets. Nokia’s N95 8GB and N81 will be the first models whose menus will be customized to provide access to both services. “Ease of use has always been at heart of Nokia devices and this collaboration is an important step in creating the same for Internet services,” said Jyrki Salminen, senior VP of Nokia multimedia. “Nokia devices and services are based on open standards making it easy for us to work with forward thinking operators such as Telecom Italia to provide consumers with a choice about which internet services they want to access from their mobile device.”
Last month, Nokia and Vodafone collaborated to integrate a number of Vodafone’s Internet and software services with Nokia’s Ovi portal. According to Faultline, the Telecom Italia deal and a previous partnership with Vodafone Italy enable Nokia to access more than 80% of the Italian market as well as significant sections of Western Europe.
Bridging the Mobility-Internet Divide
The event also announced the acquisition of Avvenu, a US-based start-up whose services let consumers access and share files stored on their PC on their handset over the Internet.
Finally, Nokia addressed its commitment to environmental issues by launching the Evolve 3110, a candybar-style handset composed of bio-covers made from approximately 50% renewable materials. The device’s energy-efficient charger uses 94% less energy than the Energy Star requirements and comes in a small, 60% recycled content package.
Overall, companies like Apple need to heed Nokia’s battle cry to the mobile industry. Even though Apple has seen success with its products like iTunes and the iPhone, customers still aren’t completely satisfied with their overall mobile experience, one which Nokia hopes to rectify – and take some additional mindshare away from Apple while it’s at it. “Nokia has stepped out ahead of the rest of the industry in bridging the divide between mobility and the Internet. Successful execution appears to be their one remaining challenge,” said Analysis Mason’s Grant. “We shall watch the company’s progress in 2008 with interest.”