It was April 22, 2008. Two and a half years after Apple's iTunes Music Store dominated the global market, Nokia is finally challenging its status quo. On this day, Nokia Music Store opened its doors to music lovers in Australia – the eighth media store after Great Britain, Ireland, Germany, Italy, Finland, the Netherlands and Singapore. The Nokia Music Store contains millions of tracks from global and local artists and users will be able to download songs to their Windows XP or Vistas PC supported computer and transfer them to their mobile phones, whether it is Nokia or other brands7. Songs can also be downloaded directly to specific Nokia mobiles such as the N81 and N827. Most importantly, the service allows users to download an unlimited number of titles for a monthly subscription of $107. Besides the music store, other innovation initiatives from Nokia include three new phones that will be launched in the third quarter of 2008 in Asia: the Nokia 6600. fold, 6600 slide and 3600 slide10. These phones feature facial contouring, sensitive touch response, and background noise cancellation10. Other features include a built-in Maps app that contains over 15 million points of interest, an autofocus camera, and the ability to connect to TVs10. Nokia also launched a series of fashionable premium mobile phones under the Vertu and L'Amour brands, featuring sapphire crystals, polished ceramic keypads, gold and stainless steel cases, and diamond bezels. and leather to meet fashion-conscious consumers9. BackgroundNokia was founded in 1865 in Finland16. Throughout the 19th century until the end of the 20th century, Nokia operated in the fields of electrical cables, rubber boots, tires, toilet paper and radiotelephone services16. In the 1980s, Nokia was on the verge of bankruptcy due to the collapse of the Soviet Union, Finland's main trading partner. In 1992, Jorma Ollila became president and CEO and decided to leave all his other activities to concentrate on telecommunications systems and mobile phones16. Ollila is charismatic and entrepreneurial1. He saw the opportunities offered by mobile phones for younger generations in the Nordic countries and decided to position Nokia to consumers in terms of functionality, design and performance1. This was when Motorola, the telecommunications leader, was targeting industrial, government and business users1. Nokia's first GSM (Global System for mobile Telecommunications) mobile phone was launched in 1992. 16 Another breakthrough by Nokia was