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Telenor Launches Music Download to Mobile Phones


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  Web www.ugamedia.com

(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 charts.

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/


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