Napster, which started the music download craze in the late 1990s, has come full circle and is now a legitimate distributor of content. Brad Duea, president of Napster, says: "We are taking what is essentially a PC brand that stood for innovation and digital music to the mobile platform."  He sees this as a multi-billion dollar opportunity.

He says: "Consumers have said they want content that can be shared on multiple platforms. I think you will see many more handsets supporting music and providing a tremendous listening experience for the consumer. What we are trying to do is offer the music listening experience wherever the consumer wants it."

He's not alone in this vision. The key for many content providers is the combination of distribution channel and billing mechanism that mobile networks offer.

Ted Cohen, senior vice president of digital development for EMI Music, says: "Traditionally, we were trying to drive people to go somewhere and buy something. Now we're reaching people in their pockets and creating a commerce opportunity. The getting is separated from the paying, so it's really painless. That's where mobile really wins, which is why we want to be there."

Advanced terminals, 3G networks and the success of online music are convincing many content providers that now is the time to move towards mobile.

Attila Gazdag, managing director of European operations for Walt Disney Internet Group, is also bullish about mobile. He says: "We look at mobile as both a significant marketing channel and an entertaining platform. There are more than 2 billion mobile users out there, and mobile devices are becoming more and more sophisticated.  We're a content company, so any advances in technology that allow us to provide more compelling content are something we look upon favorably."

In the UK, Vodafone's consumers can already download music to their mobile devices for a fixed price, and Orange will soon provide a similar service. Mobile phone users are beginning to affect the music industry and their choices are having as much influence on charts as sales in traditional music stores. The next big hit could very well be The Who classic Going Mobile.