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Amazon expands mobile repertoire with music streaming app

Pointing to the growing hype around cloud-based storage, Amazon has launched its Cloud Player app for iPhone and iPod touch devices to let users listen to music wherever they are.

Amazon?s Cloud Player lets users save music via their tablets, smartphones and desktops. Some analysts believe that the move will not compete directly with Apple though and will complement iOS users' music experience.

?Everyone is coming out with a cloud player these days - it?s a really competitive field and everyone is trying to get a larger user base,? said Kevin Boyland, analyst at IBISWorld, Santa Monica, CA.

?So I think they are trying to gain a foothold and increase their exposure [with the app],? he said.

"Not competing with Apple in the first place is how they got in."

Amazon did not respond to press inquiries.

Smartphone streaming
The top of the app features five tabs such as artists, albums and songs that organize a music library. Additionally, a search bar is prominently placed near the top of the screen to let users search for something specific.

Consumers can also create and edit playlists via the app and use Bluetooth to stream music.

The app does not require a mobile network or Wi-Fi service to play music, which might be a strong incentive for users to interact with the app regularly.

In addition to music saved in a user?s cloud, the app can also play music that is already saved on a mobile device.

The app is not directly connected to Amazon?s MP3 Store though to let users buy music. The company claims to have more than 20 million songs available via the store.

Discover on mobile
By making the app available on iPhone and iPod touch devices, Amazon is showing that it wants to be a leader in the digital music space.

Amazon?s Kindle Fire is an Android-based tablet, and by making an additional move into the iOS operating system, the company is showing that it wants to have a presence on every platform.

The digital music space is already crowded with multiple companies eying mobile as a way to give users content whenever and wherever they want.

However, one of the challenges has been how to monetize from mobile but because of its brand image, Amazon could have a leg up on other similar mobile streaming services such as Pandora, Mxyer and Spotify.

Discoverability will also be a challenge for Amazon in the music space with consumers often having a difficult time finding and discovering music on their own. With Apple?s baked-in iTunes service, consumers already have a way to store music digitally on their devices.

The move also points to the growing trend of users depending on cloud-based platforms to access content across multiple devices.

For instance, Amazon has also been aggressive about its publishing business with a similar offering. Consumers who buy books from Amazon?s digital store can download the publications on multiple devices.

Additionally, The Department of Justice is reportedly suing Apple for working with book publishers to raise ebook prices. If the suit plays out, Amazon could be positioned as the prime player in the ebook space (see story).

?Ultimately it is user preference and the type of music library a consumer has," Mr. Boyland said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York