Nokia Comes With Music Had Only 107,000 Users In July
Free unlimited music for more than a year seemed like a good proposition, but, nine months after its launch, Nokia’s Comes With Music bundle is not proving particularly popular with consumers.
In July, the scheme had just 107,227 users across the nine countries in which it’s launched, according to figures Nokia (NYSE: NOK) sent out to labels and distributors, obtained by MusicAlly:
—UK – 32,728 (launch date: Oct 08)
—Singapore – 19,318 (Feb 09)
—Australia – 23,003 (Mar 09)
—Brazil – 10,809 (Apr 09)
—Sweden – 1,101 (Apr 09)
—Italy – 691 (Apr 09)
—Mexico – 16,344 (May 09)
—Germany – 2,673 (May 09)
—Switzerland – 560 (Jun 09)
Compare that with the six million users Spotify has attracted inside its first year.
Nokia has placed a lot of importance, and a lot of marketing money, on Comes With Music. But the programme has been hampered by DRM and complex PC operation and confusing PC-mobile sync. And that Ådvertising campaign has really failed to communicate exactly what CWM means.
Even the official blog on which Nokia is celebrating CWM’s first birthday acknowledges: “Sure, it didn’t start out that rosy, with lots of folk not really certain about what Comes With Music offered ... we never shied away from the important education process that is needed in order to fathom that you can download and forever-keep as many tracks as you like – but the past 365 days have seen a much greater understanding and appreciation for the service emerge.”
Still, it’s likely Nokia will have to re-think CWM’s simplicity if it’s to drive up those numbers…
source
In July, the scheme had just 107,227 users across the nine countries in which it’s launched, according to figures Nokia (NYSE: NOK) sent out to labels and distributors, obtained by MusicAlly:
—UK – 32,728 (launch date: Oct 08)
—Singapore – 19,318 (Feb 09)
—Australia – 23,003 (Mar 09)
—Brazil – 10,809 (Apr 09)
—Sweden – 1,101 (Apr 09)
—Italy – 691 (Apr 09)
—Mexico – 16,344 (May 09)
—Germany – 2,673 (May 09)
—Switzerland – 560 (Jun 09)
Compare that with the six million users Spotify has attracted inside its first year.
Nokia has placed a lot of importance, and a lot of marketing money, on Comes With Music. But the programme has been hampered by DRM and complex PC operation and confusing PC-mobile sync. And that Ådvertising campaign has really failed to communicate exactly what CWM means.
Even the official blog on which Nokia is celebrating CWM’s first birthday acknowledges: “Sure, it didn’t start out that rosy, with lots of folk not really certain about what Comes With Music offered ... we never shied away from the important education process that is needed in order to fathom that you can download and forever-keep as many tracks as you like – but the past 365 days have seen a much greater understanding and appreciation for the service emerge.”
Still, it’s likely Nokia will have to re-think CWM’s simplicity if it’s to drive up those numbers…
source
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