Published:
27-May-08
Napster's unlimited over-the-air mobile music subscription service, Napster to Go, now includes music video downloads in Japan alongside the service's existing audio content. NTT DoCoMo subscribers can access the additional content for an unchanged monthly subscription of 1980 Yen (12 Euros). The music video service, 'Napster Clips' has been announced in tandem with the release of NTT DoCoMo's N906iL handset which includes enhanced video capabilities. Initially the extended Napster service will be available only on this device, but will be rolled out onto other handsets following the launch. The first 20,000 customers to purchase the device with NTT DoCoMo will receive six months free access to the Napster to Go video and audio content.
Our take...
In Japan, mobile music revenues account for over 90 per cent of digital music revenues, with subscription being the predominant business model. NTT DoCoMo, like most Japanese operators, offers its subscribers various music services including the Napster to Go. Subscriptions are primarily bookclub, where users pay a monthly fee for a set amount of permanent downloads. However, Napster to Go is a rental music service such that users have access to an unlimited number of downloads, but once they stop paying the monthly fee they lose access to those downloads. Users also tend to subscribe to a number of different music services offering content from particular artists or music genres rather than one main subscription such as the one offered by Napster. Bunding Napster music with the device will likely serve to increase the service uptake. Whether subscribers will adjust the way they traditionally access music on their mobile devices and maintain the rental subscription after the promotional period remains to be seen.
Japan,
