As many smartphone users will testify, we are a little behind when it comes to smartphone technology and functionality. Yes, we have the actual devices but there are certain features or apps that are limited, or just don’t work at all, in SA.

One such realm is the online media streaming. Spotify is one of the biggest rivals to platforms like Beats (now by Apple) when it comes to purchasing songs and listening to an online library all stored in the ever growing cloud.

Spotify Ltd is in talks with Vodacom Group on a partnership that would mark the music-streaming service’s first foray into the African continent, according to two people familiar with the matter.

Vodacom is not the only telecommunications company to be branching out into this realm:

The negotiations [between Vodacom and Spotify] underscore the race among African telecommunications carriers to link up with content partners as more consumers use smartphones to access music and movies. MTN Group, Africa’s biggest wireless operator, is in discussions with an Asia-based TV-content provider, people familiar with the talks said in April. Fixed-line carrier Telkom SA has held talks with media companies including Netflix and Comcast Corporation about using its network to deliver content.

This is a huge deal as Vodacom will reportedly be offering not just exclusive access to the streaming music content: they will be pairing this access with high-speed data bundles – another rarity in South Africa.

Already, Beats and Spotify have entered a price battle for mass appeal and should the deal go through, introducing Spotify into a new market, Apple and Beats will have to respond quickly with damage control.

[Source 1: Mail & Guardian]

[Source 2: Time]