[By Robert Andrews] European mobile phone network Orange plans to unveil a music recommendation engine, allowing consumers to learn about tunes from their friends and peers.
Herve Payan, the France Telecom subsidiary’s SVP for content partnerships and services told the MidemNet forum in Cannes: “We are also developing recommendation tools. We are not launching yet but will be launching it… quite soon.”
The service will build upon the experience of Orange’s Music Cast, a personalized radio offering launched last year across mobile handsets and desktop PCs.
Meanwhile, Payan also predicted Orange’s native Europe would not be able to monetize mobile ads as well as elsewhere.
“We do not believe in Europe that advertising is going to be as successful as it has been in the USA,” he said.
“Advertising is as much bigger challenge in Europe than it is in the USA simply because the spend per capita in Europe is much smaller.”
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