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Vodafone has sought to spoil the imminent launch of Apple’s iPhone in Britain by offering Vodafone subscribers a vast catalogue of music for less than £2 a week.
MusicStation, which provides access to more than a million music tracks for a flat £1.99 a week, is to be available on most Vodafone handsets from November.
Vodafone’s tie-up with the service, which has deals with all the big record companies, as well as several independent labels, sets the scene for a vicious Christmas battle for mobile music customers.
The announcement by the mobile operator, which has 17.4 million UK users, came days ahead of an expected announcement from Apple about its chosen British operator for the iPhone.
Vodafone appears to have lost that deal to O2 and had risked entering the critical Christmas trading period as legions of customers switched to its rival.
Vodafone’s deal with MusicStation is also exclusive to it among UK mobile operators and will be available only to its subscribers.
Yesterday Apple announced that it had sold a million iPhones in the United States, two weeks ahead of schedule.
However, the device lost some of its shine last week after Apple’s shock decision to cut the US price of the iPhone by $200 to $399 (£196).
The cut, only 68 days after its launch, was unprecedented for an Apple product in its speed and fuelled fears that the product was not living up to expectations.
Although the MusicStation brand lacks the resonance of Apple’s name, many analysts see it as a serious contender in the mobile music market.
As well as paying only a low, flat-rate fee, MusicStation users can download tracks wherever they are, rather than waiting until they are at their computer.
Subscribers can also use more than one handset; they can upgrade to a new model and retain access to music they have downloaded.
Users of the MusicStation service, which is compatible with about 80 per cent of Vodafone handsets, will also not be required to pay the expected few hundred pounds for the Apple device.
However, there are several potential drawbacks to the service, which has been four years in the making.
Users will not be able to download their own music collections and if they unsubscribe they immediately lose access to the music they have downloaded.
Nick Lane, of Direct2Consult, said: “It is questionable whether people want to effectively rent their music rather than own it.”
He also doubted Vodafone and MusicStation’s ability to persuade users to spend £103 a year on music on their mobiles.
The average spend on mobile music is about £13 a year per subscriber, he said.
MusicStation is the creation of Omnifone, a company founded by a group of British entrepreneurs.
As well as signing up Universal Music, Sony BMG, EMI and Warner, it will offer access to tracks from several independent labels.
It has deals in place with 30 mobile operators worldwide, with the software expected to be in 100 million mobile phones within 12 months.
Rob Lewis, the chief executive of Omnifone, said that he was confident that the service presented a serious threat to Apple. “The iPhone is an interesting device, but what we are offering is an unlimited, unrestricted direct-to-phone service,” he said.
British mobile operators have fought a fierce battle for the right to market the iPhone - a touch-screen device that incorporates internet access, Bluetooth and applications from Google.
The handset is expected to give the winning network a critical tool in gaining and retaining customers in one of the world’s most competitive mobile markets.
It is understood that Apple has signed up its chosen partners. Orange is thought to have won in France.
In Germany the partner is expected to be T-Mobile.
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the music station is really good stuff for me cuz i downloaded it and it installed and i'm really happy wiv the services rendered!! if urs doesn't work, contact ur network operator and they'll sort it out 4 u just like they did for me! but i wonder why the songs downloaded can't be used for ringtones and they need to enable people download videos as well. but the application is a really nice one it rocks!!!!
darling , barking, london
A bumpy start:
I just tried installing MusicStation on my Vodafone Nokia N95, after seeing all the blurb for this product on the net and the Vodafone Live WAP service.
MusicStation downloaded but would not install, giving a 'Certificate Error' on the handset. Tried downloading again, but still no joy.
I guess Vodafone and/or Omnifone should have got the bugs out before launching this product.
Mike Turner, Bristol, UK
Having seen the hype from Apple for these new handsets it makes me wonder why they are dropping the cost so quickly. my guess is they are probably lousy phones to make calls with!.
The MusicStation service keeps things simple, a small weekly charge for any music you want that works on any normal handset (a real phone) anywhere. Also I prefer my annual upgrades with a choice of the latest models, no matter what brand.
Its good to see the Brits's giving Apple a run for their marketing budget, and winning too!
TAL, London, UK
Hmmm Hughie W how can you say that you have not seen it yet???? I think it sounds fantastic, as for the £103 a year as I currently spend well in excess of £200 on albums, I think it sounds like a fantastic idea.
Damion, Cardiff,
The traditional operators have lost the battle. They have been waiting 5 years for digital content to save their falling revenues. They cannot understand that iTunes has won the digital music download business. This offer is laughable. People want to rent moveis and buy music.
Most of the voice ARPU comes from adults yet time and time again mobile operators scorn their best customers and release gimmics for kiddies - who are on a limited budget and get their music for free.
When it was very clear that iTunes won the mainstream music race, operators had the chance to work the "long tail". Instead they thrash around for second rate me too solutions. What music rental scheme has comquered the market?
If you want to compete with a handset , design a better handset, rather than waving your hands and fooling yourselves that yet another music doenload services is going to save your lack of strategy.
Kevin Brown, Nice, Alpes Maritimes
A brilliant idea by Vodafone, keep the good work up. No wonder they are not going to be offering the iphone. I have just had one and its one of the worst mobiles around.
Naz, London, UK
Did I read that right?? In order to retain access to 'your' dearly prized music collection, Vodafone expect you to be happy to stay with them ad infinitum - a dubious privilege costing an additional £103/year - with no prospect of being able to offload your music collection onto another device?
Somebody very senior at Vodafone either needs to go back to the drawing board or go back to school. A gramaphone strapped to a phone box has a better chance of being an iPhone killer.
Hughie W, Ipswich,