Virgin Mobile has struck a note of simple honesty this week by pointing out that mobile operators who try and circumnavigate the computer as the main port for digital music are getting it all wrong. “I believe that ignoring the PC as an integral part of what at least the youth market accepts as its music experience is the wrong thing to do,” said Daniel Schulman, the chief executive of Virgin Mobile USA, a venture of Sprint and Virgin. He added: “We wouldn’t want to launch something that would frustrate our customers.” Apple is rumoured to be launching the iTunes mobile phone at the V Festival in the UK next month, so this sets it up nicely.

The logic of mobile operators has been hard to fathom as they have charged more, added greater restriction, cut off the PC and attempted to create a mini digital music world that they could control. Meanwhile Apple is about to pass 500 million downloads worldwide and both Apple and Napster have active mobile plans. If I were a consumer, it’s not a difficult choice to make …

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