Organisation: Nokia N91

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Analysis and commentary by Echo Research.

Nokia's PR machine can congratulate itself on a job well done. The launch of its N91 'mobile jukebox' generated a slew of headlines suggesting it could replace the iPod as the nation's digital multimedia device of choice. "Nokia takes on Apple's iPod"noted The Independent (28/4); "Nokia unveils iPod killer"warned Forbes (29/4) in similar vein, while consumer technology magazine Stuff's editor predicted that "this is definitely the beginning of the end for the iPod"(The Times, 28/4). All added weight to the view that the combination of a mobile phone and music would prove irresistable to consumers, no doubt music to Nokia's ears, which, as analysts pointed out, is faced with shrinking market share and the perception that it has become the "Tesco Value product of the mobile world"(BBC News, 27/4).

Dissent was found in the small print, and centred on the N91's price, the likely quality of an integrated device, and disbelief that it could knock the much-loved iPod from its perch. "It will be a challenge to compete with Apple because the iPod is such an iconic design"(Softpedia, 27/4) was a common view. But when the Apple-friendly macdailynews.com warns: "Apple, get ready, here come the beginnings of your real competition"(28/4), something is up. Cue the bell for Round Two.