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LONDON, United Kingdom – Music industry giants gathered today at Nokia World 2011 to have a conversation about how Nokia has triumphed in delivering a next-generation mobile music service that is second to none on mobile.

Nokia’s head of Music Initiatives Mike Bebel told Conversations: “It works straight out of the box and there’s no registration or subscription.

“And you can start listening for free straight away.

“And we have music choices tailored to every market we are in across the globe.”

Michael Bebel (right)

Music has been an integral part of Nokia’s phones ever since the first ringtone – and that hasn’t changed with the latest smartphones, the Nokia Lumia 800 and Lumia 710.

The Windows Phone range comes with two great services, Zune from Microsoft and Nokia Music.

Most people already understand Zune, beautiful interface, you buy tracks and you play them. Simple.

But Nokia Music is a whole different proposition. It’s a radio-based system based on 15 million tracks, and a huge selection of these are sorted into generic stations or channels and refreshed, shuffled and served up to meet your taste and choice.

And its not radio in the traditional sense.

When you are out of range your phone stores 200 tracks to continue playing on a plane, or on an underground train.

But most importantly, it’s unlike radio in the key sense that there are no DJs and no narrow playlist.

You select from 100 channels according to genre and each one of them contains 50 songs which are refreshed once a week.

If you just want to listen to new releases, there’s a channel for that.

If you want to buy them, you simply go to the store and make a payment to add tracks to your collection.

But it goes further, if you want to go and see the band, you just search for gigs and it will tell you the nearest performance, sell you a ticket and show you the way to the venue on a map.

Eric Daugan and Noel Lee

Eric Daugan, Senior Vice President at Warner Music International, said: “The industry used to be so limited. There’s limited air time on radio stations, limited shelf space in sores.

“But what’s encouraging here is the level of discovery. Every day a kid somewhere in the world will discover new music.

“And the number of services out there means that Record Companies shouldn’t just be focused on making a recording and selling it.

“They should be directing artists on how to deliver their recordings on all the media available to them.”

Mike Bebel believes Nokia Music takes music services to the next level, with layers to suit every listener’s needs.

It liberates artists from narrow playlists and gives them a new stage to play alongside their peers of the same genre.

And the user gets a choice of sounds outside their familiar zone with a whole new world of discovery.