Spotify Partners with Vodafone in U.K.

Spotify Premium will be bundled with Vodafone upcoming 4G service in the United Kingdom to encourage customers to upgrade to the faster mobile service. Vodafone's 4G service will be available in London on August 29th and will roll out to 12 more cities by the end of the year.
Vodafone is giving consumers a choice between subscriptions to Spotify or Sky Sports Mobile TV. In either case, consumers can get up to two years of either service included in their 4G plan, according to a Vodafone blog post.
“Spotify partnering with companies like Vodafone increases revenue streams to the music industry, and so provides benefits for fans and artists alike," said Michael Abbattista, Global Head of Telcom/ISP Partnerships at Spotify, in a statement.
This is the latest in a long list of partnerships between the music subscription service and a telecommunications company. Spotify had previously established a partnership with Virgin Media that bundles Spotify Premium with Virgin's mobile, broadband and cable television services. Among the company's partners in other countries are  Orange in Switzerland, Telia in Sweden and Telefónica and Yoigo in Spain.
4G, the fourth generation of mobile networks, offer speeds much faster than standard 3G networks. Earlier this year, Research Metrics found that AT&T's 4G LTE network had an average download speed of 18.6 Mbps, over four times faster than the 4.3 Mbps averaged by its 3G network. Vodafone says it will invest £900 million in its 4G network on top of the £800 million in spent on mobile spectrum last year.