Original URL: http://www.theregister.co.uk/2007/08/29/nokia_go_play_one/

Nokia Go Play event kicks off music store

Singalong with all the pretty, pretty handsets

By Bill Ray

Posted in Mobile, 29th August 2007 10:11 GMT

Nokia's much-anticipated product launch is today, and the schedule confirms the expected music store as well as a couple of new handsets and the first device compatible with the newly-revamped N-Gage platform.

Apple has long promoted product lunches as elaborate theatre, culminating in the iPhone launch last year and leaving other companies to try and generate an equivalent buzz around their own products. Few companies can summon up the kind of fanatical support Apple has, and no-one else has Steve Jobs to play the audience, but they're trying their best.

Nokia's Go Play event has had teaser web sites with obscure clues, invitation-only web casts, and now features live blogging from the event; all of which has been slightly undermined by the fact that everyone in the industry has long known what they were going to launch. Even the mainstream press is discussing the potential for Nokia to take on iTunes with their music store.

So now we have a schedule for the event we know that they'll be an 8GB N95 handset, an N91 product launch and details of the N-Gage roadmap, along with "OVI", a new brand encompassing Nokia services including the music store.

Our man in the room will be reporting back on the details, and their ramifications, later, though it's unlikely the Finns will manage to generate the kind of jubilation that the Americans seem to find so easy to whip up in their audience.®