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The bFree service has launched in record shops and cafes in Helsinki and uses Nokia's CoolZone technology to deliver content direct to mobiles.

bFree offers music, ringtones, wallpapers and videos as well as CD and video top 10 lists and coupons to use in participating stores. Once music fans enter such a store, they can download

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the bFree application which lets them browse available content.

'Rich digital content is widely available and requires an efficient distribution channel,' said Sakari Kotola, director, Nokia Ventures Organization. 'Local mobility solutions create new types of business possibilities to individuals, location owners and enterprises. CoolZone is a Bluetooth technology based content distribution system available to any retailer or location owner who wants to offer or sell digital content to their customers, and thus enhance the in-store experience.'

Doug Lucas, vice president of digital development and distribution for EMI Music, added: 'EMI wants to make sure that fans are provided with easy access to new music and the music of the artists they love in the most direct and effective way. This deal gives us a new and innovative means of doing that.'

Currently the service is free for a trial period.