Ford was showcasing its voice-activated technology and the use of Spotify running in-car on its API was not part of an official partnership - but it hints very heavily at where both parties are focusing a large part of their strategic thinking today.

In order to reach mass audiences, streaming music services are looking to partner with ISPs and telcos - such as Spotify's deal with Virgin Media in the UK, WiMP's links with Telenor in Norway and Deezer's partnership ...