Mobile World Congress 2008
Omnifone Unveils MusicStation Max Device – A ‘Nokia Comes With Music’ Killer
| Feb 14, 2008 | Wireless Services - Europe | Show Update
| Analyst: Emma Mohr-McClune
Current Perspective: Positive
Vendor Importance: Very High
Market Impact: High |
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Event Summary
February 12, 2008 – Omnifone announces MusicStation Max, together with a handset manufacturer partner LG Electronics. The first LG MusicStation Max device is scheduled to launch in H1 2008, together with a European mobile operator. It is planned as an all-in-one device, plus data, voice and text tariff, together with Omnifone’s unlimited mobile music download service.
Analytical Summary
• Current Perspective: Positive on MusicStation Max, as this hero-device approach will almost certainly strengthen Omnifone’s brand profile and reputation among its key European carrier channel target. Omnifone is aggressively pitting this device-centric initiative against Nokia’s up-coming ‘Nokia Comes With Music’ launch, allowing carriers an operator and 3G-centric approach to unlimited music and device bundles.
• Vendor Importance: Very high to Omnifone, as this launch and strategic partnership with LG Electronics for MusicStation Max devices marks a new strategic direction for the former subscription-music, solutions service provider. This highly innovative move is all but guaranteed to bring the vendor more European carrier relationships in 2008, following on from commercial deployments with Telenor Sweden and Vodafone UK.
• Market Impact: High on the European mobile market, as this initiative, together with the anticipated ‘Nokia Comes With Music’ launch will fundamentally change the way consumers think of mobile music download services and related pricing. The prospect of receiving ‘unlimited music downloads’ for the life of a service contract, bundled together with a voice, text and data tariff and a new device is attractive is an attractive, all-in-one idea.
CLIENTS ONLY
Current Perspective
Competitive Positives and Concerns
| Client access - Full report in Wireless Services - Europe | More information
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