This week has seen the launch of two new music services from operators: Vodafone Music from Vodafone and My Play from O2.
Vodafoneâ€™s music service will have single track downloads at 99p a go, albums for Â£7.99, has a try before you buy option and is available on 11 handsets. O2 is pitching its offering as â€˜artist ledâ€™ with the usual load of videos and bumf, with single track downloads also at 99p.
Iâ€™ve lost count of the number of music services that operators – and occasionally handset makers – have attempted to foist on their users with limited success. Thereâ€™s a number of reasons why such services havenâ€™t taken off, not least the fact that Apple bestrides digital music like a colossus, but mainly it seems because the handset operatorsâ€™ business model seems to be â€˜letâ€™s try and do a mobile version of iTunes, but letâ€™s make it not as goodâ€™. The prices are higher, the services are limited to a handful of handsets and thereâ€™s no features we havenâ€™t seen a million time before.
But then again, I suspect these music efforts are more a nod to keeping the shareholders happy â€˜weâ€™re doing music too! Look, just like Apple!â€™ rather than a real stab at making a must-have service. Back to the drawing board.