A brand new television advertising campaign for the program launches in Sweden today, suggesting that even massive viral success stories like Spotify need traditional advertising methods to reach the masses.
Spotify has already agreed deals with a Swedish and a Norwegian network but 3 is clearly its most high profile so far as the network is active in many Asian markets as well as European ones like the UK and Switzerland. The big opportunity though is in the home market of joint 3 and Spotify investor Li Ka-Ching - China.
Spotify has improved the way its users buy music online. Up until now, users have had to use the "Buy From" feature to download individual tracks from its digital download partner 7Digital.
This meant completing a number of steps before being directed to an external website. But now Spotify users can choose to buy from a library of 8 million tracks without having to leave Spotify.
Rather than having to right-click on a track/album to discover if the music is available to buy they can now see exactly what music is available, with 'buy' buttons now visible either underneath the album cover or next to a particular track.
f I had a quid for every person who has told me recently that they are about to subscribe to the service but just haven't quite got round to it the beers would be on me. If Spotify canned the free service then those users would have no choice. If the service was £5 a month the subscribers would base would be huge. The target is apparently to convert 7% of Spotify users into subscribers. Spotify hasn't released figures but I guess the figure is a long way off at the moment, even after all the innovation. This way round I think 15% would be feasible.
Basically the service will cache your music thereby letting you play it back when you are offline, which in some respects makes it a bit of a rival to iTunes. It is useful for when you are using a laptop and don't have access to Wi-Fi, such as when you are travelling.