Deutsche Telekom has given an insight into its decision to partner with online music streaming service Spotify, claiming the platform’s integration with Facebook and other social networks was a major driver behind the deal and indicative of where the industry is heading.

The operator launched the service on an exclusive basis in Germany earlier this month, enabling subscribers to stream Spotify’s Premium service via mobile devices, tablet and PCs – with usage not deducted from any data volumes included in the subscription, allowing unlimited use.

In an exclusive video interview with Mobile World Live, Gerry O’Sullivan, SVP Global TV & Entertainment at Deutsche Telekom, said that Spotify’s social networking strategy – whereby subscribers can easily share single tracks or complete playlists to friends on Facebook, Twitter or Tumblr – gives the operator potential exposure to audiences it wouldn’t normally reach. “You couldn’t buy marketing money that could provide that experience,” commented O’Sullivan. “Social networking is actually core to I think all media – not just music – but all media interactions in future.”

The operator’s first mobile monthly tariff with an integrated Spotify Premium account costs about EUR30, while the music service will be available as an add-on option for approximately EUR10 for Deutsche Telekom’s fixed line and mobile customers by the of the year (this EUR10 price point makes the offer comparable to buying a Premium subscription from Spotify directly).

Elsewhere in the interview, O’Sullivan plays down fears that the operator’s network won’t be able to cope with levels of demand for the music streaming service: “Does it put a burden on the network? Sure, but that’s the business that we’re in. So I don’t mind having that problem, but we will have to adapt and make sure we always give a quality of service.”

View the full interview here