You have to hand it to 7 Digital, they innovate hard and are ceaseless in their efforts to raise their profile and to carve out market share. Their latest initiative is a series of digital music service solutions for ISPs, split into three key tiers that appear aimed to address the differing levels willingness and ability to invest in digital music among UK ISPs. The focus on fully integrating with the ISP bill and leveraging 7 Digital’s MP3 catalogue are of course bang on the money but what I’d like to see is one or more of the ISPs work with 7 Digital to persuade the labels to license to something genuinely new that would set the ISP apart not just from its indigenous peers but from all other European ISPs. Now is the time for brave adventure.