Nokia shook up its music strategy this week with the announcement that it is integrating the Comes With Music service into its broader Ovi portal, re-branding it Ovi Music Unlimited. The move raises questions about the future of the Comes With Music service, which has still not launched in the United States. Here, Nokia's global director of music services Adam Mirabella, explains the move and details where the strategy is going.

So why are you folding Comes With Music into Ovi?
I would just redirect the wording a bit on that. We're essentially re-branding all our services under Ovi. Ovi is now the gateway or the door for all our services. Ovi actually means "door" in Finnish, so there's a reason for the name. The real point of the story is that we are now moving forward with the Ovi brand as our entry point for our consumers to enjoy all of Nokia services. And one of those services is music. So there's Ovi Music, Ovi Maps, its Ovi Messaging, and Comes With Music becomes Ovi Music Unlimited to differentiate it from the a la carte offering. In the future, we're heading for one brand for consumers to understand that they have anything and everything from a service perspective at their fingertips, and Ovi Music and Ovi Music Unlimited are a part of that.

The Comes With Music brand was a construct of the model by which users could buy a year's worth of music upfront when they bought their phone. The phone, in other words, Comes With Music. Will that marketing message or consumer proposition change with this re-branding?
The Comes With Music brand served its purpose initially. It was the simplest way to say you buy this phone and music comes with it. With Nokia taking the direction of a unified brand, it makes more sense not to break up that message. Therefore at this point and time, to re-brand Comes With Music with Ovi Music Unlimited makes a lot of sense for us. As it relates to the service, it's exactly the same. Nothing changes. Anyone who already has the service can enjoy it the same they do today and they can keep all their music.

What about the view that eliminating the Comes With Music brand is a negative reflection of the service or the strategy?
First of all, that's not the case of all. The best example I can share is that we're moving forward with two new launches this month, in Argentina and Chile. We've seen that the Comes With Music offering is very meaningful in certain markets. If you look at places like Brazil, Finland, India, Mexico, South Africa... these are marketplaces were we are the No. 1 music revenue driver. We want to offer consumers a lot of different things with music. That's why we've always had a la carte. We've had Comes With Music. You may see other things in the future coming from Nokia as we evolve things. But no matter what we do, it will be part and parcel under the brand of Ovi.

Does this shift help you get the unlimited service into new markets?
Here's where the Ovi touchpoint will serve the greater good for music. Now, when a consumer comes in to Ovi Maps, there's a single sign on and interface so they can move seamlessly into Ovi Music and get turned on to our music offerings. They can do the same with Ovi Messaging. That affords us the opportunity to see that if they're highly engaged with music, that's an opportunity to move them from the a la carte Ovi Music service to the Ovi Unlimited subscription service.

So you're not just relying on selling that year-long subscription at the point of sale.
Yes. You have the gateway now through a single sign-on that gives us that conversation with the user. For instance, if we say consumers trying to access the Ovi Music Story in a market where we don't have that offering, that's a learning for us and we can play off of that.

You've hinted there may be other changes coming to the music service.
We like to keep evolving the service, so there are things that are new and improved. For instance, our search has gone through a lot of revision to make it easier and simpler and works across mobile and PC. We have optimized artist pages, so if a consumer comes in to check out a certain artist, we have a deep and rich presentation of that artist's repertoire, including things like B-sides and bootlegs. And we have something called Inspire Me [that] when a consumer comes in looking to get turned on to new stuff, we can take a look at what they've done and throw new things at them.