Spotify, the advertising-supported music subscription service that has been causing a buzz in Europe, is coming to China after teaming up with Tom Group, the media arm of Hutchison Whampoa. But unfortunately for Hongkongers, the system that allows instant listening to specific tracks or albums will not be available here. The city is not included in the footprint of the beta version for which users need an invitation code to access a free trial. The Spotify music streaming service was developed in Sweden by Daniel Ek and Martin Lorentzon and launched in October last year. The company also took on venture-capital funding from Northzone and Creandum. Headquartered in Britain, the company has reached agreement with big labels such as Universal Music, Warner Music, Sony BMG and EMI and has a music library of four million songs. The service has been available in Britain, France, Germany and Scandinavia and has generated positive feedback from users with some industry watchers claiming it could prove a formidable competitor for iTunes. Tom chief executive Ken Yeung Kwok-mung said the service would stengthen the company's profile as a leader in online entertainment. He said Tom had been linked with Ek since the group introduced his Stardoll online entertainment platform last year. Tom and Spotify will develop the mainland service by securing licences from local music labels, setting up partnerships with broadband operators and conducting joint marketing. There will be a range of promotional opportunities on the joint website, including editorial content such as artist biographies and reviews alongside additional revenue-generating opportunities such as music downloads through links to recognised online retailers. However, Mr Yeung would not specify when the service would be launched or elaborate further on the partnership with Spotify. Unlike Apple's iTunes, which charge mostly on a per-song basis, Spotify uses a two-tier tariff system. Registered uses can enjoy the music free on their desktops and mobile telephones in a service that is funded by advertising played periodically by the Spotify player between songs. Those willing to pay a monthly subscription get the service without advertisements. Advertisers connect Advertisers are continuing to turn to online platforms, with revenue up 9 per cent to HK$179 million in the second quarter from the first three months. The total advertisement impression was up 10 per cent and campaigns jumped 30 per cent, according to Nielsen Online. The growing popularity of social networking sites was reflected in a 13 per cent quarter-on-quarter rise in campaigns on Facebook. Meanwhile, in a Nielsen Online survey of more than 300 parents who use social media networking, more than a third said they used it for personal/peer networking.