Just before Christmas, Spotify launched a promotion offering three months of Premium access for $0.99 – a calculated attempt to entice a large group of free users to experience its ad-free service ahead of the launch of Apple’s revamped Beats Music. Now Google is trying something similar, albeit not quite as cheap. People (in the US, at least) are being offered three-months of premium access to Google Play All Access for $3.
It could have a big impact for Google’s service, since it doesn’t currently have a Spotify-style free tier, just a 30-day free trial. And, once again, it’s an offer being rolled out in the looming shadow of Apple’s new service, which is now expected to launch in June. Spotify’s $0.99 offer seemed to work well for that company: not just in helping it add 2.5m subscribers in the last two months of 2014, but – so we understand – in ensuring the majority of those new payers continued as subscribers once the deal ran out.