With its services supported by the Amazon cloud services, which lets consumers stream data over a wide variety of supported devices, the company holds a strategic advantage over some of its competitors.
It allows users to store and stream music over a wide variety of host devices from the Kindle range, Android devices, Macs and personal computers to even the rival iOS supported devices.
Mr Swantee points out that his firm is also launching a whole range of 4G services, including EE Film, which will offer a wide range of top movies to download and stream.