Blog Post

Execs: Mobile Music’s A Maze

“We’re creating a lot of clutter,” said Courtney Holt, head of new media for Interscope Records. “Consumers are demanding choices but we’re giving them choices without differentiating what they are. I don’t think people can figure out what a download means given all of these choices.”
Which is a good point, you’ve got downloads, dual downloads, radio, streaming music, on-demand music, the list goes on…and carriers often disagree about what different types of music are called. As an example, color tones, real tones, true tones have all been used to describe the same thing, and different things on different operators. Holt went on to say that the Rokr advertising campaign had five different ads going at once and “none of them told you what it did”.
Elsewhere in the article Ted Casey, head of mobile music for Verizon, compared mobile music with sitting on a couch (that’s not a good marketing pitch) and Motorola’s Dave Ulmer confirmed that the 100-song limit on the first Rokr wasn’t Motorola’s stupid idea, it was forced on it by Apple.