Nokia may not have done very well with its streamed mobile music service called Ovi Music Unlimited, which the company shut down in 2011. But, now this year's remix of that technology should get plenty of heads bobbing. The company has announced plans to launch a free music streaming service in the U.S. -- Nokia Music -- as part of its redoubled strategy to go for more users in America. The news comes one day before the company's Nokia World event in New York, where it is expected to unveil new handsets on Microsoft's Windows Phone operating system.
The service will feature 150 pre-set playlists, the ability for users to create their own playlists which you can stream or customize, even when offline, and a 'gig finder' for live events. Naturally, it's being aimed at Nokia device owners. Downloads of Nokia Music are available starting today through the Windows Phone Marketplace for Nokia Lumia 900 or Nokia Lumia 710 owners. However, the company has made a big point of encouraging others using the Windows Phone platform to also adopt its services, so we may see it have wider availability in Microsoft's app store as a result.
While the service is one way for Nokia to lure more users to its new smartphone devices, it is also a way to get them using Nokia's other music services. Nokia also has an MP3 store where it offers downloads for a price, similar to iTunes for Apple.
Nokia, based in Espoo, Finland, is struggling to win back customers from Apple and devices running Google's Android software. It has identified the U.S. as a key market where it has to woo customers to gain momentum for a global comeback.
"The U.S.A. is the most vibrant and competitive digital music market in the world," Jyrki Rosenberg, head of entertainment at Nokia, said in the statement.
Nokia, whose U.S. market share peaked at 32 percent in 2001, accounted for about 2 percent of smartphone purchases in the second quarter, according to Strategy Analytics. IPhone and Android combined made up about 90 percent.
Potentially, the gig-finding service - which already uses Nokia's mapping functions - could also link in with purchases from that MP3 store, as well as other mobile-commerce around merchandise and even tickets to the gigs themselves.
And as a sign that AT&T may figure prominently in tomorrow's news, Nokia says in the release that it will also be announcing a partnership with the carrier and Broadway-musical-punks/mall-rockers Green Day to create exclusive playlists and perform a concert exclusive to AT&T customers, to help promote the new music service.
From Nokia:
"Nokia today announced the launch of its free music streaming service Nokia Music in the USA. Nokia Music is a free mobile experience exclusive to Nokia Lumia handsets, providing consumers with a simple and delightful way to discover and enjoy music.
Consumers can stream music from a suite of over 150 exclusive playlists that are curated and kept up to date by an expert team of US based musicologists. The playlists span a wide spectrum of musical genres from underground Detroit house tracks to New York Philharmonic favorites. Nokia Music also offers playlists created by global artists such as Lana Del Rey, Lady Gaga and Rihanna.
Beyond the curated playlists, music fans can create their own personal soundtrack by selecting the Nokia Music 'CREATE' function that taps a library of millions of songs and generates a playlist based on, and inspired by, the artists they love.
Completely advertisement-free, and requiring no registration or subscription, Nokia Music lets consumers immerse themselves in the dulcet tones of their favorite artists without being disrupted.
For maximum convenience, Nokia Music playlists can also be enjoyed offline so consumers can listen to their favorite playlists anytime, anywhere - perfect for a long flight, journey to work or train ride.
To enhance their music experience further, consumers can use Nokia Music's 'GIG FINDER', which locates a consumer's position and pinpoints live concerts, gigs and shows taking place in their local area, taking their level of interaction with their favorite artists beyond the playlist and Nokia Music's mp3 store.
"The USA is the most vibrant and competitive digital music market in the world - by a wide margin. We have worked extra hard to ensure our service meets the expectations of the demanding, active and inspired music fans in the USA. I would like to challenge everyone to try Nokia Music and see just how easy and enjoyable the service is to use," says Jyrki Rosenberg, VP of Entertainment at Nokia.
Consumers who already own a Nokia Lumia 900 or Nokia Lumia 710 can download the Nokia Music app for free from Marketplace.
A separate announcement today will unveil a collaboration between Nokia Music, AT&T and Green Day around the band's new album Uno. The promotion will see Green Day perform an exclusive concert and provide exclusive playlists to Nokia Music for AT&T consumers."
Nokia Music is likely the first of many new announcements coming from the company. Tomorrow, Nokia has a scheduled press event in New York City, where it is widely expected to debut handsets designed to run Microsoft's Windows Phone 8.
Shares of Nokia have dropped 38 percent this year.