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The Pioneer ISP<br />
Tejs Bautrup, <strong>Music</strong> Manager,<br />
TDC Play<br />
TDC was the first ISP worldwide to offer a freeto-user<br />
music access service. Customers can<br />
access the service through their computer at<br />
home or their mobile phone if they are on the<br />
TDC network.<br />
By November 2009, the company reported that<br />
more than 140 million downloads had been<br />
made using the service, the equivalent of 2.5<br />
downloads a second since launch. The hundred<br />
most popular artists accounted for 35 per cent<br />
of all downloaded tracks and 50 per cent of the<br />
tracks available had been downloaded in the first<br />
year of launch.<br />
“The Danish market has a high rate of customer<br />
churn in the broadband market. TDC PLAY<br />
has allowed us to reduce our churn among our<br />
broadband customers.”<br />
33 15<br />
In Profile: Pioneers Of <strong>Digital</strong> <strong>Music</strong><br />
The company has seen competitors enter the<br />
market in Denmark, but these all offer standalone<br />
subscriptions for around US$14 per month, while<br />
the TDC service is free to customers and also offers<br />
unlimited streaming. “We think that the launch<br />
of TDC PLAY has had some impact on piracy in<br />
Denmark. A third-party survey last year suggested<br />
that 40 per cent of PLAY customers said they have<br />
stopped engaging in music piracy.”<br />
“We were the pioneers in offering this type of<br />
service for consumers and we are proud of that.<br />
We have had people from around the world asking<br />
about how it can be imitated. This is a genuinely<br />
new way of looking at the online music market.” n
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