February 15, 2007
Mobile music downloads are too complex, execs say
Buying digital music from a mobile phone is too difficult and the music and mobile phone industries need to improve the process to meet demand, the chairman and CEO of Warner Music Group Corp. said on Wednesday. [via Infoworld]
"A study last year found that only 8.5 percent of people who own a phone that can be used to download and purchase music actually did so, said Warner Chairman Edgar Bronfman Jr., speaking at the opening session of the 3GSM World Congress in Barcelona on Wednesday. "Why? It's expensive, it's complicated and it's slow," he said. "It's amazing that we've generated as much revenue as we have given how cumbersome the experience can be."
... Buying a ring tone is an example of the complexity people can face. On average, users must click 20 times in a process that takes around two minutes to buy a ring tone, Bronfman said. Buying digital music on a phone is similarly complicated, he said.
Apple's iPhone, the combined MP3 player and mobile phone expected to hit the U.S. market later this year, is a step in the right direction, Bronfman said."
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