Unlimited music MP3s for £100 a year, the latest weapon in the battle to curb illegal downloads, may be doomed to failure.
Datz Music Lounge is offering millions of songs from thousands of artists, including Coldplay and Kylie, to buyers of the CD and USB key that will give them access to the service.
EMI, Warner and a number of independent labels have already signed up - but analysts are sceptical about whether the service will prove popular with consumers.
For a start, the service is not 'unlimited'. If users download more music than they could "reasonably be expected to listen to in a lifetime", that would contravene the terms of service.
And Dan Cryan, an analyst with Screen Digest, added: "The big issue here, especially among teenagers, is the upfront cost. The people who tend to pay for legal music downloads are usually older, with disposable incomes."
He said that Datz Music Lounge might also struggle to entice younger users away from mobile music services, such as Nokia Comes With Music, which offers unlimited downloads straight to Nokia mobile phones.
Jupiter Research estimates that the digital music download market in Europe will be worth £1.5 billion by 2012.
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