Javier Ferreira, EA’s vice president for european publishing, thinks EA can revive the concept of a subscription service.

This approach gained a bad reputation from the tactics used to sell the Crazy Frog ringtone. Consumers found they had signed up to an expensive subscription service run by Monstermob rather than purchasing a one-off item.

The UK public were understandably cheesed off. However, Ferreira reckons that the times they are a-changing. He feels that the advent of flat rate data tariffs combined with clear marketing will overcome this barrier.

Most interesting was the question which Ferreira dodged. Which was, what happens if Nokia decides to come up with 'Comes with Games' after its success with 'Comes with Music'.

Would EA Mobile make its whole games portfolio available to owners of Comes with Games' handsets if the price was right? He didn't really answer that one.

Also revealing was the fact that EA Mobile has looked at using the built-in GPS facility handsets are increasingly offering but hasn't come up with any concrete plans to use it.

It struck the INQ that the mobile gaming industry is missing a big chance with music themed games. What better way to encourage game playing than via a mobile version of Guitar Hero or Rock Band? Or do such games already exist?