SPOTIFY: Early international launches

In February 2009, Spotify opened public registration for the free service tier in the United Kingdom.[11] Registrations surged following the release of the mobile service, leading Spotify to halt registration for the free service in September, returning the UK to an invitation-only policy.[14]

Spotify launched in the United States in July 2011 and offered a six-month ad-supported trial period, where new users could listen to an unlimited amount of music for free. In January 2012, the free trial periods began to expire, and limited users to ten hours of streaming each month and five plays per song.[15] In March, Spotify removed all limits on the free service tier indefinitely.[16]

In April 2016, Ek and Lorentzon wrote an open letter to Swedish politicians demanding action in three areas that they claimed hindered the company's ability to recruit top talent as Spotify grows, including access to flexible housing, better education in the programming and development fields, and stock options. Ek and Lorentzon wrote that to continue competing in a global economy, politicians needed to respond with new policies, or else thousands of Spotify jobs would be moved from Sweden to the United States.[17]

In late 2016, the company launched its "largest [marketing] campaign to date", by placing large-scale billboards in major cities around the world that humorously mocked users' listening habits. Spotify's Chief Marketing Officer Seth Farbman told Creativity that "there has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head ... For us, data inspires and gives an insight into the emotion that people are expressing."[18]

In February 2017, Spotify announced a major expansion of its United States operations in Lower Manhattan, New York City, at 4 World Trade Center, adding approximately 1,000 new jobs and retaining 832 existing positions.[19] The company's US headquarters are located in New York City's Flatiron District.[20]

On 14 November 2018, the company announced a total of 13 new markets in the MENA region, including the creation of a new Arabic hub and several playlists, while supporting right-to-left text in their apps.

From Wikipedia

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