EMI and Hong Kong’s CSL offer first DRM-free music service in Asia

Full track music downloads over mobile networks in Hong Kong and the majority of Asian markets have been slow burn despite increasing launches of 3G services. This could be set to change after Hong Kong operator CSL this week became the first Asian mobile operator to offer full-track music downloads without DRM protection.  Subscribers can download a range of tracks from EMI and Gold Label artists for HK$15 (US$2) a time on its “3G-DRM free” service and upload them to other devices without restriction. As i-Tunes has yet to be launched in Hong Kong and most Asian markets – due to piracy concerns and difficulties obtaining rights clearance – the market for legitimate  music downloads is relatively underdeveloped.

The big plus about this initiative is it  now offers customers more accessible choices bar burning a CD disc to a MP3 player or visiting illegal download sites and risk becoming a criminal.To date the combined efforts of the music and mobile industry has fallen well short of producing a consumer friendly experience.  

Users have been wary of operators’ confusing and costly data plans for downloading music on 3G.  Downloads have also been slow, although that is changing with faster HSPDA networks. 

In Hong Kong it will appear a big turnaround for the music industry to be offering DRM-free music. In the past the sometimes confusing restrictions on music usage is likely to have deterred customers fearfull of  inadvertently becoming a pirate given the appetite of the recording industry to use local statute to prosecute. Last year a Hong Kong judge went as far as to scold record company lawyers for seeking a court order to reveal the names and addresses of Internet users involved in music file-sharing. 

It will be interesting to watch closely how quickly this service takes off and if other labels and operators also join the DRM-free world. 

Posted under Michael's Blog