Chapter 15
Mobile Music Marketing
MUSIC GOES MOBILE
The global mobile music market is expected to rise to more than $18 billion by 2016 according to a report issued by IE Market Research Corporation in January 2012. This will be driven by subscription music services and ringback tones. The mobile music market is expected to be a boon for 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 music adoption (Holden, 2008). Windsor ...
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