Early Adopters of Digital Music Phones Will Require Greater Storage Than Offered by Introductory Models Such as ROKR

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New research from The Diffusion Group suggests that 100 song capacity may not be enough to satisfy those most interested in hybrid cell phone/music players.

Despite the barrage of press by Motorola, Apple, and Cingular surrounding the introduction of the new iTunes-enabled ROKR mobile phone, new research from The Diffusion Group suggests that the those consumers most interested in purchasing these new hybrid phones will find the devices wanting of storage. According to TDG's latest primary consumer research, early adopters of these devices would prefer platforms capable of storing approximately 250 digital songs - more than twice the number of songs that can be stored on the newly-released phone.

"Mobile phone manufacturers are hoping that the 'iPod crowd' will gravitate toward new mobile phones that incorporate support for iTunes-like services," said Michael Greeson, president and principal analyst for The Diffusion Group. "While this segment is definitely interested in these hybrid phones, they bring with them very high expectations. For example, consumers between the ages of 15 and 24 (the prime target for music phones) will expect the device on average to hold at least 335 songs -- more than three times the storage capacity of Motorola's ROKR phone."

TDG's latest primary research initiative, Understanding the Market for Mobile Multimedia Devices & Services, features August 2005 interviews with more than 2,100 US consumers regarding their usage of and interest in a variety of mobile multimedia platforms and services including mobile phones, portable multimedia players, and portable gaming devices, as well as a variety of associated services.

About The Diffusion Group (TDG Research)

The Diffusion Group is a consumer technology research and strategic marketing firm focused on the connected consumer and new media. Our mission is simple: to provide timely, actionable intelligence designed to best position new consumer technologies for rapid diffusion. TDG is committed to providing market research and strategic consulting services based on conservative, real-world analysis and market forecasts grounded in consumer research. For more information about The Diffusion Group, visit our website at http://www.tdgresearch.com.


Andy Tarczon


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