For Consumer Product Strategy Professionals

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	July 24, 2008 High-Quality Audio European Digital Music Consumers by Mark Mulligan with Ian Fogg, Nick Thomas

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Executive Summary

In April 2007, EMI, together with partners Apple and 7Digital, announced that it would be selling its catalogue without digital rights management (DRM) at twice the audio quality of standard files (256 kbps compared with 128 kbps) at a slight price premium compared with standard-quality, DRM-wrapped files. In October 2007, Apple standardized pricing to match that of standard tracks.

Key Questions

• What level of demand exists among Europeans for high-quality audio?
• How does demand vary among key digital music segments?
• What role should high-quality audio play in digital music strategy?

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