Club Nokia

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Club Nokia
Club Nokia.svg
Initial release1997
TypeMobile consumer internet portal and loyalty programme

Club Nokia was a mobile internet digital distribution portal, similar to an App Store,[1] operated by Nokia to provide special offers, paid-for ringtones, picture messages and game content directly to members.[2][3][4][5] Following resistance from its mobile operator customers, Nokia partially closed the service and the brand became solely a consumer service and loyalty portal.[6][7]


Club Nokia was originally launched in 1997 to provide detailed product information and support about Nokia products.[4][8] In 1999 Club Nokia was developed into an integral multi-channel personalised service accessible by WAP, SMS or the World Wide Web, spawning a new industry for the provision of mobile content.[9] Consumers could join Club Nokia after buying a new Nokia device.[10] To download content, users were required to purchase credits obtained from authorised Nokia dealerships.[11][12] Content included additional game levels for e.g. Space Impact.[13][14]The picture messaging service was launched in Finland in December 1999.[15][16] In 2000, Amazon partnered with Nokia to enable purchasing of books from Amazon's catalogue via Club Nokia with WAP enabled mobile phones.[17]

In August 2000, Nokia signed a deal with music publisher EMI to provide EMI-owned songs as ringtones, available from the Club Nokia website or by sending an SMS message.[18][19][20][21] By November 2001, over 10 million consumers were subscribed to Club Nokia, and the enterprise was forecast to yield €1 billion in revenue by 2004.[8] However, the EMI deal proved controversial as it placed Nokia in direct competition with the mobile operators' own branded portals (e.g. Vodafone live! or T-Zones), who relied on the booming ringtones market for revenue and were wary of Nokia gaining a mobile content monopoly through Club Nokia as Microsoft had done in computing software.[3][22][23] Nokia argued customers used the carriers' mobile data to download content, but network operators remained resistant.[8][24][25] As a result, Nokia announced in September 2004 that the service for selling ringtones would close down, never having become the commercial success it was forecast to be, and Club Nokia became solely a customer service, loyalty and news portal.[8][6][7][26][27] On the back of investments made into Club Nokia, Nokia launched a new service Preminet to its operators, designed to distribute certified Java- and Symbian-based mobile software to make cell-phone applications easier to buy, sell, and distribute.[8]

In late 2007 the Club Nokia service was rebranded "My Nokia".[28] Nokia launched a new direct-to-consumer service in 2006 called Nokia Content Discoverer.[29] The term "Club Nokia" was since re-used as the name of a concert venue in Los Angeles, which has now been renamed The Novo by Microsoft.[1]

See also[edit]


  1. ^ a b Javier Gimeno (2012-04-02). "Nokia and Apple: What's market power got to do with it". Insead knowledge. Retrieved 2018-10-24.
  2. ^ "Club Nokia". Nokia - archived from the original. 26 January 2004. Retrieved 23 October 2018.
  3. ^ a b "The fight for digital dominance". Print Edition:Special Report. The Economist. 2002-11-21. Retrieved 23 October 2018.
  4. ^ a b Doz, Yves; Wilson, Keeley (26 January 2018). "Ringtone: Exploring the Rise and Fall of Nokia in Mobile Phones". Oxford University Press. Retrieved 23 October 2018 – via Google Books.
  5. ^ Vesa, Jarkko (1 January 2005). "Mobile Services in the Networked Economy". Idea Group Inc (IGI). Retrieved 23 October 2018 – via Google Books.
  6. ^ a b Lucy Sherriff (2004-09-20). "Nokia exits ringtones". The Register. Retrieved 23 October 2018.
  7. ^ a b Wireless Watch (2004-10-29). "Nokia makes play for mobile content". The Register. Retrieved 23 October 2018.
  8. ^ a b c d e Wallin, Johan (4 August 2006). "Business Orchestration: Strategic Leadership in the Era of Digital Convergence". John Wiley & Sons. Retrieved 23 October 2018 – via Google Books.
  9. ^ Christoffer Andersson, Daniel Freeman, Ian James, Andy Johnston, Staffan Ljung. "Mobile Media and Applications, From Concept to Cash: Successful Service". Wiley. Retrieved 2018-10-24.CS1 maint: Multiple names: authors list (link)
  10. ^ "Nokia 3330 - ny lågpristelefon från Nokia". Retrieved 23 October 2018.
  11. ^ "Aftonbladet it: mobilt". Retrieved 23 October 2018.
  12. ^ "Club Nokia ProfileMatch". Nokia - archived from the original. 17 May 2001. Retrieved 23 October 2018.
  13. ^ "Mobiltest: Nokia 5510". Retrieved 23 October 2018.
  14. ^ PC Advisor (2001-07-04). "Nokia 3330". The Register. Retrieved 23 October 2018.
  15. ^ "".[dead link]
  16. ^ Hakkarainen, Ari (10 September 2010). "Behind the Screen: Nokia's success story in an industry of navel-gazing executives and crazy frogs". Klaava Media. Retrieved 23 October 2018 – via Google Books.
  17. ^ "Mobile shopping with Amazon UK". BBC News. 2000-02-23. Retrieved 2018-10-24.
  18. ^ Hyland, Anne (31 August 2000). "EMI and Nokia call up any number of tunes". The Guardian. Retrieved 23 October 2018.
  19. ^ Wearden, Graeme (2000-08-31). "News Burst: Nokia mobile phones to sing EMI hits". ZDNet. Retrieved 23 October 2018.
  20. ^ Steinbock, Dan (23 October 2018). "The Mobile Revolution: The Making of Mobile Services Worldwide". Kogan Page Publishers. Retrieved 23 October 2018 – via Google Books.
  21. ^ "EMI Music Publishing and Nokia bring pop music to mobile phones". Nokia press release - archived from original source. 2000-08-30. Retrieved 23 October 2018.
  22. ^ "The Sounds and the Business of Mobile Music Ben Aslinger / Bentley College - Flow". Retrieved 23 October 2018.
  23. ^ Buster Kantrow (2001-05-23). "'Club Nokia' Service Could Put Firm In Awkward Position With Operators". The Wall Street Journal. Retrieved 2018-10-24.
  24. ^ "DRM jumble makes move toward clarity: Nokia takes step with Microsoft deal - RCR Wireless News". Retrieved 23 October 2018.
  25. ^ "Vodafone backs Nokia's OVI". The UK Mobile Report. Retrieved 23 October 2018.
  26. ^ "Club Nokia remonttiin". Retrieved 23 October 2018.
  27. ^ "Nokia - Club Nokia - Find products". 13 June 2007. Retrieved 23 October 2018.
  28. ^ GSMONLINE.PL. "My Nokia zastąpiła Club Nokia". Retrieved 23 October 2018.
  29. ^ RCR Wireless (2006-10-23). "Nokia goes direct to consumers with Cartoon Network content". RCR Wireless. Retrieved 2018-10-25.