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Due to "format fatigue" and lack of revenue coming in from the ringtone and ringback market, major labels are backing what they see as the future of the mobile music market: full-song downloads. The music industry wants to turn phones into a platform to enjoy music and not just showcase one's taste. Aside from being able to the wind out of iTunes' sails somewhat, the main reason for this is money. Wireless data revenue has been on the rise, but the amount of revenue gained from selling content via phone fell 1%, meaning people are paying to use basic wireless data services like Web browsers and are not paying an extra fee to use the same connection to buy and download content. This is where the mobile entertainment industry means to redeem themselves with this new generation of phones for full-song downloads.
Nokia's Comes With Music phone is set for release in the UK this October. It comes with a one-year unlimited music subscription service in the cost of the mobile phone that supports it. MyPlay is a mobile music download store created by Sony BMG with UK operator O2. Verizon's partnership with Rhapsody is the first for a mobile service to link up with an already branded music service provider and in an integrated way.