To: limtex who wrote (26791 ) 10/14/2004 11:47:04 AM From: Cooters Respond to of 60323 KDDI launches mobile music service By Michiyo Nakamoto in Tokyo Published: October 14 2004 03:00 | Last updated: October 14 2004 03:00 KDDI, Japan's second largest telecommunications group, yesterday said its mobile arm, au, would launch the world's first service offering full song downloads directly on to mobile phones. The new service, which is being launched in late November, will allow users to choose from among 10,000 songs on six websites and download them on to third-generation mobile phones for a few hundred yen, the equivalent of several dollars each. KDDI has signed up 20 record labels and is opening the service to all interested content providers. Tadashi Onodera, president, described the service as "ground-breaking". "We want to make this a defining service" for au, he said. If the music download service is successful in Japan, which has led the world in adopting 3G mobile phone technology and has been a pioneer in many wireless phone applications, it could encourage carriers in other countries to follow suit. If the service proves as popular as camera phones, it could help boost revenues at many mobile phone operators, which have struggled with high debts and saturated markets, and provide momentum for the growth of 3G. KDDI argues music downloads will be a "killer application" that will realise the true potential of 3G technology. "This is something that can only be done . . . with 3G. It is a service that is at the crossing point of two growing businesses - mobile phones and music downloading," KDDI said. The service is possible because KDDI's 3G technology offers much faster download speeds than the W-CDMA technology that rivals such as DoCoMo and Vodafone use. Consequently, it will be possible to download one song in 30-40 seconds using KDDI's 3G network, whereas it would take about six times as long to download the same song on DoCoMo's network. Furthermore, a flat-rate data package offered by KDDI means users can download as many songs as they want without increasing their phone bill. The phone can store about 60 songs which can then be transferred to a memory card for further downloading. The group expects the new service to generate revenues by attracting new users, increasing the overall use of data downloads and obtaining a cut of content providers' sales. In contrast, the latest 3G service, which allows users to make payments using a special chip in its mobile phones, is aimed not so much at adding to revenues but more at reducing customer churn. KDDI will initially release four new handsets capable of accessing the music downloading service. But eventually it plans to ensure all new handsets for its most advanced 3G service will be able to perform the function.