"The service, whose full name is the somewhat cumbersome Google Play Music All Access, was unveiled at Google I/O, the tech giant's annual developer conference. Chris Yerga, Google's engineering director, said users would be able to stream music from a vast library on any device using the Android operating system.

In the US, All Access will cost $9.99 a month after a 30-day free trial. Spotify Premium, a similar service, costs $9.99 in the US. Users who sign up by June 30 will get a reduced price of $7.99 per month. There was no immediate announcement of pricing in other territories.

"This is radio without rules. It's as 'leanback' as you want to, or as interactive as you want to," said Yerga. Users will be able to search for an artist and add tracks to their library. A "listen now" feature will create a mix of favourite artists or genres based on previously listened to songs.

Google has signed licensing deals with a number of music companies including Sony, Universal and Warner and millions of songs will be available for the service which will be available from Wednesday."

What's the advantage if its the same price as Spotify? Android integration?

I suppose, and perhaps some encroachment into Apple territory.