chapter  15
Mobile Music Marketing
Pages 26

The year 2007 was considered the tipping point for mobile music adoption (Holden, 2008). Windsor Holden, author of the Juniper report stated, “far more subscribers began downloading and subscribing to music content in developed markets, and it must be said that the publicity surrounding the iPhone launch undoubtedly contributed to consumer awareness of mobile music services per se.” (http://hypebot.typepad.com). Until 2007, the majority of mobile music revenue took the form of mastertones-short excerpts from an original sound recording that plays when a phone rings. The market for ringtones, ringtunes, and the like developed throughout the first half of the decade but saw a decline in sales for the first time in 2007 as consumers moved away from phone personalization features and began to adopt full track downloads to mobile (International Federation of Phonographic Industries [IFPI]). The decline in ringtones may also be facilitated by consumers creating their own mastertones on their home computers and sideloading them into their mobile devices, and also because, in many cases, the ringtones cost more than the whole song. Ringtone sales have played an important role in the evolution of music to mobile devices. Most consumers’ first experience with downloading music content directly to their mobile devices has been with ringtones, thus paving the way for consumer downloading of additional music content.