Case Study: HP ‘MusicStation’

Objective: HP partnered with Omnifone to develop, license and rollout a HP co-branded global music service designed to deliver digital music to millions of its PC consumers. ‘MusicStation’ enables HP to reduce device commoditization through a differentiated offering to its competitors' products; an unlimited music service which works across all of HP’s PCs.

Service overview: HP MusicStation enables consumers to download, play and share music, direct to their desktop computer. The service provides a fully personalised user experience, which features play-based music recommendations, connected community features and an automatic back-up of user playlists, plus instant online search and discovery capabilities.

The subscription based service (£8.99 p/month) gives users on-demand music access (search and play) to a catalogue of millions of tracks from all four major labels and leading independents. A MusicStation subscription allows users to keep 10 tracks forever in DRM free MP3 format for use on any MP3 playing device. Every consumer who purchases a compatible new HP PC across one of the 17 participating regions (including UK, Europe, Asia Pacific and Latin America) can try HP MusicStation free for 30 days.

Evidence of Success As a global company, HP needed to work with a music service provider who could deliver a global music proposition. Partnering with Omnifone enabled HP to rapidly bring to market Omnifone’s MusicStation unlimited music service for HP PCs across 18 markets worldwide. Launching in January 2010, HP MusicStation was the first international music service to deliver unlimited access to consumers in several markets including Taiwan, The Netherlands and Hungary, on a wide range of HP PCs.

"Warner Music strongly supports HP’s introduction of the MusicStation Desktop proposition to bring legitimate music access to HP’s range of top selling PCs. Combining choice, convenience and affordability, this service provides a great way for fans to connect with Warner Music’s world class roster of artists and their music." Eric Daugan, Senior Vice President, Commercial Strategy, Warner Music EMEA.

  • Service: MusicStation

  • Provision: Co-branded

  • Technology: MusicStation Platform, MusicStation PC client

  • Overview: Provided on PC in 10 countries

  • Launch: January 2010

  • Business model: Monthly pay as you go unlimited subscription

  • Free trial: Up to two weeks depending on territory

  • Service: PC

  • Pricing: £8.99/€ 9.99 for unlimited downloads to PC during subscription + 10 DRM free 'Keep Your Favourites' tracks per month

  • Territories: Austria, Belgium, France, Germany, Italy, The Netherlands, Spain, Sweden, Switzerland, UK