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It's time for Pick 'n Play
After more than a year of research and preparation, Pick 'n Pay has launched a new digital and mobile music download service called Pick 'n Play, it was confirmed on Thursday, 6 September 2006. The retailer has signed agreements with Sony BMG, Universal and EMI, and a number of local and international music labels to provide over one million music tracks, ringtones, airtime, mobile games and mobile content at discounted prices through www.picknplay.co.za.
Pick 'n Pay MD Jonathan Ackerman says the reason for creating Pick 'n Play is quite simply about giving customers more choice, and extending the company's music offering into the online and mobile channels.
"Pick 'n Play is a trusted environment that connects our customers legally with amazing music and mobile content at significant discounts.
Worldwide trend
"There's a worldwide trend in music consumption towards digital. It's more convenient, offers more choice, allows you to customise your listening experience, and it also makes your music collection mobile. We want to bring all of this to our customers."
Pick 'n Play will offer differential pricing for its content, with prices starting as low as R4.99.
Apart from discounted prices, the benefit to consumers is also in the download speed; the whole service was developed locally by Pick 'n Pay's web services partner, and is hosted in South Africa, which makes downloads much quicker than its international bandwidth counterparts.
Voucher system
Pick 'n Play has also introduced a voucher system with online credit which customers will be able to buy in-store at any till or online and then enter a pin code when downloading music or other digital products.
The range of music and truetones ranges from jazz and classical to hip hop, Afrikaans music and kwaito.
For cellphones, Pick 'n Play will offer legal true tones by original artists, mobile content such as games, screensavers, logos and backgrounds.
Says Ackerman: "We believe that this is an excellent opportunity for us to enter what is a rapidly growing market, while at the same time applying our discount principles. The added value of a local download of legal products at a discounted price is good for the consumer.
"In addition, we are making purchasing options easier, by allowing purchasing online or through virtual vouchers in-store. Essentially, we are leveraging our existing technological strengths to introduce a new offering for customers."
