CHAPTER 15 Mobile Music Marketing
MUSIC GOES MOBILE
The global mobile music market is expected to rise to more than $17.5 billion by 2012 according to a Jupiter Research study released in early 2008 (Mobile Music Adoption, 2008). This will be driven by subscription music services and full-track downloads. The mobile music market is expected to be more successful in the area of subscription services, unlike the PC-based network, which has seen disappointing numbers for music subscription services. Perhaps the difference is that consumers desire to own music that resides in the household, but they may be more willing to “rent” music on portable devices, much like a personal radio station.
The year 2007 was considered the tipping point for mobile ...
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