VIDEO INTERVIEW: Axel Dauchez, chief executive of online music subscription service Deezer (pictured), said a “critical mass” around mobile music can only be achieved through partnerships with operators.
“To move from download piracy to subscription is a change of behaviour, and to apply that to a country you need critical mass,” he told Mobile World Live in a recent video interview.
Deezer has struck a number of partnerships with big-name operators, including Orange, Deutsche Telekom and Telenor. A Deezer subscription is bundled in with offers from operators in 26 countries, Dauchez added.
The Deezer service offers unlimited access to around 20 million cloud-based tracks, from which users can download their favourites.
For the service to be profitable, however, Dauchez said “reasonable acquisition costs” and “sustainable margins” are vital.