Retailer HMV has updated the technology behind its digital downloads web site to offer customers a wider range of devices to buy music.

The HMV Digital service was launched a year ago, but direct purchasing was not possible without subscribers using the HMV jukebox music player, developed by Microsoft and based on Windows Media Player.

The company has now launched a new download site building that makes access easier. The site, www.hmvdigital.com, simplifies the process of downloading music tracks or albums onto customers’ PCs as they no longer have to install the HMV music management software, and can download directly to their PCs.

‘Our software only worked on Microsoft Windows XP operating system which limited our target audience. We wanted to make it easier for people as different customers want different ways of doing things,’ said HMV’s head of digital, Mark Bennett.

He says Windows Media Player ‘is still the primary focus for our subscription service,’ but customers now have a new and direct method of purchasing permanent music downloads from HMV’s library of over two million tracks and albums.

The site, designed and built by digital design agency Conchango, also has an improved interface featuring enhanced search and navigation functions, while content has been expanded.

Bennett says hmvdigital.com delivers even greater access and choice to the retailer’s digital customers, and underlines HMV’s credentials as a true multi-channel specialist.

‘Some three per cent of downloads are digital by market value, but that represents 50 per cent of singles chart sales. By 2010, some analysts predict downloads could be upwards of 10 per cent of market value. We have to embrace every format and digital is no exception,’ he said.

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Further reading:

Music downloads turn up sales volume

Digital music - what you need to know