A day before it lets loose new Windows-powered devices in New York, Nokia unleashed on Tuesday its free music streaming service, which the mobile phone maker touted as both "enjoyable and easy to use."
The new attraction, according to Nokia entertainment chief Jyrki Rosenberg, will be initially offered to music fanatics located in the United States, where the company has been pouring considerable efforts in the past few years to regain its former glory.
Nokia it seems is convinced that "the USA is the most vibrant and competitive digital music market in the world," hence the decision to land its fresh offering in a market that essentially captures much of the North American region.
At the moment, handset owners with the Lumia 710 and Lumia 900 will exclusively tap on the huge playlist that can be found on the new Nokia Music, which the company said will boasts of "a suite of over 150 exclusive playlists that are curated and kept up to date by an expert team of US based musicologist."
It's almost automatic that the new Nokia service will be made available on the rumoured two new handsets that the firm, in close partnership with Microsoft, is set to unwrap in the Big Apple on Wednesday.
Nokia, however, remains silent on the likelihood that Nokia Music will also be pushed on key markets such as Australia, Europe and the Asia Pacific region.
For now, the company is upbeat that Nokia Music would become a magnet and bring over hordes of music lovers that would delight over the service's wide coverage of playlist options.
"The playlists span a wide spectrum of musical genres from underground Detroit house tracks to New York Philharmonic favourites. Nokia Music also offers playlists created by global artists such as Lana Del Rey, Lady Gaga and Rihanna," Nokia said.
Simply put, Nokia Music is "a simple and delightful way to discover and enjoy music," according to the Finnish firm, adding that the service is also available for non Lumia owners via this link: music.ovi.com.
Manipulating the apps, which is downloadable from the Nokia Marketplace, is a breeze, with Mr Rosenberg insisting that "we have worked extra hard to ensure our service meets the expectations of the demanding, active and inspired music fans."
He is convinced that users would love the service's two key features - Create and Gig Finder.
The former allows Lumia owners to concoct their own music playlist that would add personal flavour on the vast library of music already at the reach of their fingertips while the latter stretches users' musical experience.
"Gig Finder ... locates a consumer's position and pinpoints live concerts, gigs and shows taking place in their local area, taking their level of interaction with their favorite artists beyond the playlist," Nokia said.
And the best thing about the playlists, Mr Rosenberg said, is their availability in offline mode, which should whet Lumia lovers' thirst for enjoyable music while on the go and where cellular connectivity is hard to come by.
The new offering, analysts said, is part of Nokia's bold thrust to embrace the suite of services it has failed to adopt much earlier.
Grappling to find the right traction since Apple and Android handsets took away its mobile phone leadership earlier this year, Nokia is betting on the revamped Windows 8 to deliver what has been lacking on its smartphones and finally tussle it out in equal terms with current industry leaders.
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