Google has launched its premium music streaming service Play Music All Access in the UK. Offering unlimited music streaming on desktops and mobile devices for an introductory price of £7.99 per month, the product undercuts Spotify's equivalent service by £2.
The UK market is already populated with brands such as Xbox Music, Rdio and Sony's Music Unlimited, but Google is hoping the limited-time price tag will lure users away from pre-existing services.
For the price – which will rise to £9.99 in mid-September – Google says users can stream "unlimited music" as well as create "personalised radio from any song or artist", much like rival services. This is on top of the free features that are already available, such as the ability to store up to 20,000 songs in the cloud for listening anywhere and automatic syncing of tracks between devices.
Play Music All Access launched in the US in May, and, alongside the UK, also launched in several more European countries today, including France, Ireland and Spain.
The release is part of Google's ongoing strategy to become the media hub of people's homes, with films, games, books and now music available on demand. Last week, the search giant launched its Chromecast hardware, which functions as a media streamer from desktops and mobiles to TVs.
Upon the launch of the service in Australia in July, Google Play Music's product manager Paul Joyce said: "With today's launch, Google Play moves one step closer to your ultimate digital entertainment destination, where you can find, enjoy and share your favourite apps, games, books, movies, magazines and music on your Android phone or tablet."
This launch also puts Google ahead of Apple in terms of its music streaming offering, but the software is not yet available on the firm's iOS operating system.
Last month, it was revealed that Google had been sent over 100 million URL takedown requests in 2013 alone, including many for music piracy sites. Both the Recording Industry Association of America (RIAA) and its British equivalent, the British Recorded Music Industry (BPI), led the drive for link-removal requests, highlighting the strained relationship between Google and record labels worldwide.
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