<s>
Club	B-General_Concept
Nokia	I-General_Concept
was	O
a	O
mobile	O
internet	O
digital	O
distribution	O
portal	O
,	O
similar	O
to	O
an	O
App	B-Application
Store	I-Application
,	O
operated	O
by	O
Nokia	O
to	O
provide	O
special	O
offers	O
,	O
paid-for	O
ringtones	O
,	O
picture	O
messages	O
and	O
game	O
content	O
directly	O
to	O
members	O
.	O
</s>
<s>
Club	B-General_Concept
Nokia	I-General_Concept
was	O
originally	O
launched	O
in	O
1997	O
to	O
provide	O
detailed	O
product	O
information	O
and	O
support	O
about	O
Nokia	O
products	O
.	O
</s>
<s>
In	O
1999	O
Club	B-General_Concept
Nokia	I-General_Concept
was	O
developed	O
into	O
an	O
integral	O
multi-channel	O
personalised	O
service	O
accessible	O
by	O
WAP	B-Protocol
,	O
SMS	B-Device
or	O
the	O
World	O
Wide	O
Web	O
,	O
spawning	O
a	O
new	O
industry	O
for	O
the	O
provision	O
of	O
mobile	O
content	O
.	O
</s>
<s>
Consumers	O
could	O
join	O
Club	B-General_Concept
Nokia	I-General_Concept
after	O
buying	O
a	O
new	O
Nokia	O
device	O
.	O
</s>
<s>
Space	B-Language
Impact	I-Language
.	O
</s>
<s>
In	O
2000	O
,	O
Amazon	B-Application
partnered	O
with	O
Nokia	O
to	O
enable	O
purchasing	O
of	O
books	O
from	O
Amazon	B-Application
's	O
catalogue	O
via	O
Club	B-General_Concept
Nokia	I-General_Concept
with	O
WAP	B-Protocol
enabled	O
mobile	O
phones	O
.	O
</s>
<s>
In	O
August	O
2000	O
,	O
Nokia	O
signed	O
a	O
deal	O
with	O
music	O
publisher	O
EMI	O
to	O
provide	O
EMI-owned	O
songs	O
as	O
ringtones	O
,	O
available	O
from	O
the	O
Club	B-General_Concept
Nokia	I-General_Concept
website	O
or	O
by	O
sending	O
an	O
SMS	B-Device
message	O
.	O
</s>
<s>
By	O
November	O
2001	O
,	O
over	O
10	O
million	O
consumers	O
were	O
subscribed	O
to	O
Club	B-General_Concept
Nokia	I-General_Concept
,	O
and	O
the	O
enterprise	O
was	O
forecast	O
to	O
yield	O
€1	O
billion	O
in	O
revenue	O
by	O
2004	O
.	O
</s>
<s>
However	O
,	O
the	O
EMI	O
deal	O
proved	O
controversial	O
as	O
it	O
placed	O
Nokia	O
in	O
direct	O
competition	O
with	O
the	O
mobile	O
operators	O
 '	O
own	O
branded	O
portals	O
,	O
who	O
relied	O
on	O
the	O
booming	O
ringtones	O
market	O
for	O
revenue	O
and	O
were	O
wary	O
of	O
Nokia	O
gaining	O
a	O
mobile	O
content	O
monopoly	O
through	O
Club	B-General_Concept
Nokia	I-General_Concept
as	O
Microsoft	O
had	O
done	O
in	O
computing	O
software	O
.	O
</s>
<s>
As	O
a	O
result	O
,	O
Nokia	O
announced	O
in	O
September	O
2004	O
that	O
the	O
service	O
for	O
selling	O
ringtones	O
would	O
close	O
down	O
,	O
never	O
having	O
become	O
the	O
commercial	O
success	O
it	O
was	O
forecast	O
to	O
be	O
,	O
and	O
Club	B-General_Concept
Nokia	I-General_Concept
became	O
solely	O
a	O
customer	O
service	O
,	O
loyalty	O
and	O
news	O
portal	O
.	O
</s>
<s>
On	O
the	O
back	O
of	O
investments	O
made	O
into	O
Club	B-General_Concept
Nokia	I-General_Concept
,	O
Nokia	O
launched	O
a	O
new	O
service	O
Preminet	O
to	O
its	O
operators	O
,	O
designed	O
to	O
distribute	O
certified	O
Java	O
-	O
and	O
Symbian-based	O
mobile	O
software	O
to	O
make	O
cell-phone	O
applications	O
easier	O
to	O
buy	O
,	O
sell	O
,	O
and	O
distribute	O
.	O
</s>
<s>
In	O
late	O
2007	O
the	O
Club	B-General_Concept
Nokia	I-General_Concept
service	O
was	O
rebranded	O
"	O
My	O
Nokia	O
"	O
.	O
</s>
<s>
Nokia	O
launched	O
a	O
new	O
direct-to-consumer	O
service	O
in	O
2006	O
called	O
Nokia	B-Language
Content	I-Language
Discoverer	I-Language
.	O
</s>
<s>
The	O
term	O
"	O
Club	B-General_Concept
Nokia	I-General_Concept
"	O
was	O
since	O
re-used	O
as	O
the	O
name	O
of	O
a	O
concert	O
venue	O
in	O
Los	O
Angeles	O
,	O
which	O
has	O
now	O
been	O
renamed	O
The	O
Novo	O
by	O
Microsoft	O
.	O
</s>
