At a time when an increasing number of players are already there in the space of music streaming services from Spotify to Google Music All Access, with new ones like Beats Music launching recently, Samsung has decided to take the plunge by launching its free music streaming service. As an innovative tech giant, the company has named it Milk Music as it’s reportedly “fresh and organic.” While Milk resembles iTunes radio that’s available with ads for free and without ads for $24.99, it’s unique as it’s free and free of ads, as well.

Around the whispers of Spotify IPO, yet another music streaming service that free and ad-free is an addition worth taking note for its fresh approach in concept and service. Aline Yu, Senior Director, Marketing, Samsung Media Solutions, was quoted saying, “Milk is a very natural, organic music service. It’s a fresh take on music, but it’s really a fresh taste as well.”

In order that Milk stands out in a packed field of music streaming service, Samsung conceptualized the service to be as simple for the user as feasible. It needs no user name or setup that’s customarily required to get started. Add to it the fact that it would be annoying the users with any advertisements and you’ve a perfect recipe of music streaming service designed to be user-friendly. Chris Martinez, Director of Service Planning, Samsung Telecommunications America, enlists the issues with typical music streaming service: “To start listening to music, it’s long and painful. Consumers have to sign up for the service, provide a user name and password, preferences for music, pro-actively add information as an artist, album, or song they like.”

But as against such other music streaming services, Milk would be easy to use and would’ve a wide variety of 13 million songs and 200 genre-based stations so that users can listen to the particular songs or even complete albums on demand. The app also carries a dial with feedback that listeners can make use of to locate stations they may wish to listen. As the claims by Yu stand, there would be “no buffering as you go from station to station”. It may seem to be bearing resemblance with Pandora, Milk has more of the customization options in order that listeners can identify the genres they may not want to listen to, in case they wish so.

At present, Milk can be availed through Google Play store and would work with Galaxy smartphone only in the initial stage. However, the company is contemplating about broadening its reach to the competing smartphone companies, as well. Slack music is behind the musical content and hence, Samsung didn’t need to license the music to be used in Milk and yet it would be on it course to offer a rich range of music choices. With all this and more, Samsung is out to compete with the established players of the game as Spotify and Pandora, a contest worth all of our attention.