Scarcely a week passes without a handset manufacturer or mobile operator announcing a music-related initiative - from Sony Ericsson's ad-funded music shows on Channel 4, to T-Mobile's Street Gigs and Vodafone's TBA events.
But, for handset manufacturers such as Nokia, building a strong association with music is a business imperative. As mobile phone penetration reaches the 100-per- cent mark, the near-saturation of the market means sales growth is predicted to slow significantly. Nokia and its competitors must come up with new reasons for people to upgrade their handsets.
The route most appear to favour is a challenge to iPod's dominance of the MP3 market. But if they are to persuade customers to listen to music on their phones rather than on their iPods, they need to combine technological advances with a music-friendly image that appeals to their target youth audience - and using the internet is the right way to go about it.