Remember when I said: "don't expect Virgin's rivals to be sitting still over this"... well, they weren't.
Less than a week after the announcement of the Virgin DRM free unlimited download service (yes, it doesn't have a name yet), Nokia has revealed it also plans to drop DRM from Comes With Music and its own music download store.
The former would be a helpful and wholly welcome step while the later is simply necessary to guarantee survival (hurry up Nokia!). Currently the Finnish monster uses Microsoft's rather nasty PlayForSure DRM which enables companies to limit the devices content can be played on and even set expiry dates. How 2006.
It is unknown as this stage whether removing DRM from Nokia's existing services will have a knock on regarding price but whatever happens it can't be a sizeable one since there is simply too much competition out there and it's only getting more intense.
So that's Virgin and Nokia behind the unlimited DRM downloads market. Can we have a 'Here, Here' from Amazon, Apple and 7Digital please...?