Bruno, Antony
September 2006
Billboard;9/16/2006, Vol. 118 Issue 37, p6
Trade Publication
The article extends some lessons learned on skiing and teaching to the mobile music market. Like skiing, music is meant to be fun. But even the most enjoyable activities can be rendered frustrating if the initial run is too complicated. Do not teach students a new skiing technique on an unfamiliar trail. It overwhelms them, and in many cases can be frightening. In this context, give consumers some time to get comfortable with the mobile phone as a music player first before asking them to pay twice the online per-track fee to download it as well.


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