News has arrived that is bound to shock the big music business ventures that were quick to knock the potential of business models based on unlimited music downloads. Sony BMG, it seems, has sold its soul to the ‘devil’ and is offering, along with currently two partners, unlimited music downloads. For free.

Nokia’s ‘comes with music’ campaign started last year and offered DRM-free music from Universal’s catalogue to its new customers. Now Sony have entered the arena and its catalogue has become available. This news comes shortly after the deal arranged with Peter Gabriel’s We7 that sees all of Sony’s music available for free on the music downloads site.

Music downloads are obviously being considered by business as the way forward: Vodafone and O2 are in talks with Napster about the possibility of offering unlimited music downloads to their customers. If those businesses that refuse to budge on the issue are still reluctant to change their ways then they will be left behind. Simple as that.

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