It was April 22, 2008. After two and a half years of Apple's iTunes Music Store dominating the global market, Nokia is finally challenging its status quo. This day the Nokia Music Store opened its doors to music lovers in Australia - the eighth media store after Great Britain, Ireland, Germany, Italy, Finland, the Netherlands and Singapore. The Nokia Music Store contains millions of songs from both global and local artists, and users will be able to download songs to their Windows XP-supported computer or PC Vista and transfer them to their Nokia or other brand mobile phones7. Songs can also be downloaded directly to specific Nokia phones such as N81 and N827. More importantly, the service allows users to download an unlimited number of songs with a monthly subscription fee of $10.7. In addition to the music store, Nokia's other innovation initiatives include three new phones that will be launched in the third quarter of 2008 in Asia: the Nokia 6600. fold, 6600 slide and 3600 slide10. These phones feature facial contouring, sensitive touch response and background noise cancellation10. Other features include a built-in Maps application containing more than 15 million points of interest, autofocus camera and the ability to connect to televisions10. Nokia has also launched a series of high-end fashionable mobile phones under the label Vertu and L'Amour featuring sapphire crystals, glossy ceramic keypads, gold and stainless steel housings, and diamond and leather details to satisfy consumers attentive to fashion9. BackgroundNokia was founded in 1865 in Finland16. Throughout the 19th century until the end of the 20th century, Nokia was active in electrical cables, rubber boots, tyres, toilet paper and radiotelephony services16. In the 1980s Nokia was on the verge of bankruptcy due to the collapse of the Soviet Union, Finland's main trading partner1. In 1992 Jorma Ollila became President and CEO and decided to abandon all other activities to concentrate on telecommunications systems and mobile telephony16. Ollila is charismatic and enterprising1. He saw the opportunities that mobile phones offered to the younger generations in the Nordic countries and decided to position Nokia among consumers in terms of functionality, design and performance1. This was at a time when Motorola, a leader in the telecommunications industry, was targeting industrial, government and corporate users1. Nokia's first GSM (global system for mobile telecommunications) mobile phone was launched in 199216. A further step forward by Nokia was