(Bergen, February 13, 2004) - Telenor
Mobil , through its youth brand djuice, today launched a full-scale service for
downloading of music to mobile phones. Telenor Mobil will through this initiative be one
of the first operators in Europe to offer this service. Punching a few codes will enable
the user to buy, download and listen to music directly from the mobile phone. The news was
presented at the by Larm music festival in Bergen.
Full-scale downloading of music will be commercially available throughout the spring, but
already in February the first music products will be made available to mobile phones.
Through this initiative a brand new music channel directly accessible by the consumers
will be established. The music industry and artists will also be offered several new
opportunities for product development and dialog with the fans.
Large music interest
- Downloading of music directly to the mobile phone is a unique mobile service. Our
customers are among the most advanced young mobile phone users in a highly sophisticated
home market. The interest for music products in Norway is large and we enjoy consumers
with great capability in using new, innovative services. The mobile phone has developed
into a key, integrated communication tool in young people's lifestyle where music is one
of the basic fields of interest. This is the main reason behind djuice launching this
service in Norway as the first country, says Per Christian Andersen in djuice.
The service is easy to use. Telenor Mobile's WAP portal will carry overviews of all music
services available at any time. The portal thereafter will define what music products the
individual mobile phone is equipped to download from familiar music menus, lists and
Prohibits pirate copying
Through the use of DRM (Digital Right Management) all downloaded songs are crypto graphed.
The songs are not accessible in de-crypto graphed version. The purchase of songs on the
mobile phone is authorised by the SIM card. Music transferred to other phones will not be
accessible without the original SIM card. In addition, the songs are authorized by
hardware in each individual mobile phone.
The initial offer will at any time contain 250-300 individual songs. The selection will
reflect the trends in the music market, new launches and chart developments. In addition
to downloading full-scale songs, several other products such as Real Tones, MMS, licensed
background images and Ring Back tones will be made available.
Web site: http://www.telenor.com/