Nokia on Thursday launched its Ovi Music unlimited service that offers more than four-million tracks categlogued specifically for the Indian market, an initiative that it feels would help it strengthen its marketshare in the country.
"Music is an intrinsic part of Indian culture. We did in-depth research over months with Indian consumers on how they would like to consume music on their mobile phones and used the findings to create a 'Made for India' music service proposition in the form of Ovi Music Unlimited," Nokia India's Vice President and Managing Director, D Shivakumar, said at the launch.
The company is excited about launching this service that addresses the key challenges of accessibility, affordability and
piracy that have existed around music consumption, he added.
This will help adress the replacement market of handsets which are more than three-years old.
Ovi Music will be for free download of music for one year on buying X6, 5800 XpressMusic, 5530, 5235 and 5130 handsets.
The service will include catalogues from major global labels -- Universal Music Group, Sony Music Entertainment, Warner Music Group and EMI Music. Nokia's local partnership with Indian Music Industry (IMI) brings a consortium of more than 150 music companies; Hungama that represents major labels including Yash Raj, Tseries, Eros; and SIMCA (South Indian Music Companies Association), amongst other consumers.
It also offers free access to the latest high-quality legal digital music downloads and customised playlists to the consumers along with full megadata and improved search for tracks by the name of the actor, actress or movie.
The tracks can also be shared between Ovi Music Unlimited users via Bluetooth technology.
"Ovi Music Unlimited delivers a compelling digital music download experience with features unique to the market,” Elizabeth Schimel, Nokia's Global Head of Music and Connected Entertainment, said.
"India is the 30th market to launch our unlimited music download service, and follows recent launches in China and Indonesia. The service adds further scale, evolution and differentiation to our global music services," Schimel said.
On smart phones, Shivkumar said, according to last quarter results Nokia has gained marketshare and "with innovation we hope to maintain our leadership position."