The world's second-largest mobile phone manufacturer Motorola is fighting for market share.
Motorola accounts for 14.7 per cent of mobile phone handset sales, but its secon-place position is under threat from Samsung, which has seen 76 per cent year-on-year growth worldwide for 13.9 per cent of the market.
Motorola's deal with Apple to bring iTunes Music Store songs to mobile handsets is part of an overall strategy. IDC analyst David Linsalata told Newsfactor: "Motorola does have plans in place to push multimedia content on its new phones, including the recent deal with Apple for iTunes, which could help boost sales.
"They have some new ideas, but it's not clear that consumers will embrace them."
Nokia remains the world's leading mobile manufacturer with 27.7 per cent of the market, but even that company's market share is under threat form new operators. This means that manufacturers are looking to innovative new features to drive sales and protect themselves.