Nokia launched a streaming music service in Canada Thursday following the likes of Rdio and CBC Music.
However, unlike its competitors in the streaming music space that are stand-alone services, Nokia Music (which launched in the U.S. in October 2012) is designed as a value-added service for Nokia smartphones.
At launch, the service is only available on Nokia devices, though a Windows 8 app for other devices is expected next month.
The launch was held at a The Killers concert in Toronto and follows last week’s release of the company’s latest low-entry smartphone, the Lumia 520. Priced at $150, the new Lumia targets consumers unwilling to purchase upmarket devices like the iPhone or Samsung Galaxy. As a free service, Nokia Music adds value to the smartphone maker’s low cost proposition (although extra features such as storing an unlimited number of songs offline require a $3.99/month subscription).
Much of the marketing for the Lumia 520, including carrier campaigns and in-store signage, will focus on the new music service, according to Kim McKenzie, marketing director for Nokia Canada. However, Nokia has not planned a large-scale ad campaign for either Nokia Music or the Lumia 520. But it has enlisted Ketchum PR to help seed devices with tech, lifestyle and music journalists and influencers across Canada.