Music is a universal language. For young people around the world, it’s like air. Needless to say, they want it everywhere they go. As a result, all-in-one devices are on the rise, cutting out the need for a separate MP3 player. In Hong Kong, handset makers are pushing these devices with innovative music campaigns aimed at youth.
To strengthen its position in Hong Kong’s music player category, Nokia now offers five differently designed headphones, each for a specific music genre: hip hop, pop, R and B, techno, and dance. It also launched a music-themed campaign featuring five local pop singers to promote the sound quality of its music phones this month.
Nokia has a lot of competition from Vodafone, whose popular music service lets users download 600,000 tracks from its music library. With Music SX, Vodafone users can buy songs and download them to their personal computers and mobile phones for only 96 Hong Kong Dollars per month. The service allows users to choose from 600,000 songs in almost every genre, from rock to classical.
The ads for Music SX are some of Hong Kong’s most popular in recent memory. In fact, the metro station in Causeway Bay has a huge wall-to-wall ad featuring Music XS services. It proves that Vodafone is pushing online and mobile entertainment to the brink. In fact, it is described as “probably the best thing since the iPod itself.”
“Though I already have an iPod, I am now trying Music SX’s 14 day free trial. I think it’s so much more convenient and offers so many choices. I will probably continue to use the service after the trial,” says Tommy, a 26 year old professional.
While some users think the service is worthwhile, others don’t think so. A 23-year-old student named Elton is one of them. “If I join the plan, that means I cannot quit Vodafone, and I have to use it for for the rest of my life! Because if I ever decide to stop subscribing to Vodafone I lose all the music I’ve downloaded using the service.” But love it or hate it, Vodafone’s new music service is taking Hong Kong by storm.
- Louisa Wong, NGT Hong Kong
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