NEW ORLEANS ? A Spotify executive keynoting the International CTIA Wireless 2012 conference said the company is constantly looking to uniquely position itself in the mobile space.

During the ?Building the Future of Mobile Music? keynote session, the executive discussed Spotify?s mission. The exec also talked about how the digital music space is constantly changing.

?Our mission wasn?t easy, but it was pretty clear,? said Daniel Ek, cofounder/CEO of Spotify. ?We want to give users access to music that also supports the artist.

?Today, we?re really achieving our mission through free and premium offerings," he said.

Digital services
Although there are a variety of digital music services available today, such as Pandora and iTunes, Mr. Ek said that Spotify is trying to differentiate itself. 

Spotify wants to succeed where Napster failed. Napster had a big influence in the music industry, but the problem with the company was that music was pirated and it was illegal, thus resulting in the company being shut down.

Spotify launched a legal music service that gives back to the music industry, per the executive.

According to Mr. Ek, Spotify?s users are spending a lot of time listening to the company?s service ? averaging about 10 minutes of music listening per day.

Additionally, more than 700 million playlists have been created.

?Our audiences is constantly discovering, creating and sharing music,? Mr. Ek said. ?We don?t think of Spotify as a music service, we think of it as a platform.

?The first phase of our development was to create a way to give people access to this service and the next phase was to release the potential ? what can people do with this service,? he said.

?Think about all the ways that people interact with music. Our focus is to build a foundation where users can build customized experiences and this is a big idea that expands on how music is experienced.?

Social integration
In September, Spotify integrated its service with Facebook.

In March, there were 1.4 billion actions and 50 billion impressions on Facebook.

To keep up with its tech-savvy consumers, the company also launched several apps.

?These mobile apps have really been built up from the ground up because of social,? Mr. Ek said. ?It shows that we?re innovating and investing in mobile.

?Our users are not just listening to music, but they?re also sharing it and all of this adds up to incredible engagement.?

Spotify is device agnostic and believes that it is important to be able to reach consumers no matter what device they are accessing the content from.

?We want people to discover Spotify no matter what device they are on,? Mr. Ek said.

?We also want people to take their playlists with them no matter where they are and that is a huge driver for them to be users on mobile,? he said.

Final Take