This is my application that led to my selection as a 1 out of 10 finalists for Spotify's student case competition, which consisted of pitching a strategic partnership for Spotify and a mobile application in order to expand Spotify's mobile platform in the U.S.

1. Spotify Student Innovation Award 2014
Lauren Gil – Copenhagen Business School
Establishing a partnership with MapMyFitness
IMAGE:
Tesco
Living

2. 2
“ If Facebook owns social, if LinkedIn
owns business, who owns your health? ”
-­‐
Kevin
Plank,
CEO
of
Under
Armour
Between December
2013 and June 2014…
general mobile apps
usage grew by 33%,
whereas health/fitness
apps grew by 62%
SOURCES:
Business
Insider,
Flurry
Research,
Mobiquity,
Polka
Dot
Impressions
Researchers predict
that by 2017…
30% of all U.S.
consumers will wear
fitness technology to
track health
The largest group
using fitness apps…
fall within the
age range of
21-39 years.

3. 3
Overview of the Fitness and Health App Space
SOURCES:
HIS,
iTunes
App
Store,
Mobi
Health
Watch
The steep growth rate of fitness and health app usage, the increase in fitness wearable
technology adoption, and the large percentage of young adults using fitness apps show that
entering the fitness and health technology market poses a high return on investment in this
industry, which experienced a 10% CAGR over the last 3 years. The industry also provides an
unique avenue to expose Spotify to more potential users in the Millennial target market, who
use their smartphones for health and fitness apps twice as much as any other age group.
A closer look at the competitive landscape of free fitness and health apps
RunKeeper (33,642 reviews)
MapMyRun (112,568 reviews)
MyFitnessPal (420,605 reviews)
Nike+ Running (43,528 reviews)
Fitbit (26,788 reviews)
So why MapMyFitness?
Competitive advantages:
• The app has multiple platforms:
MapMyRun, MapMyHike,
MapMyWalk, and MapMyRide
• Unlike RunKeeper and Nike
+Running, MapMyRun also
enables a nutrition log book and
gear tracker to tell you when you
need a new pair of shoes
• Recent acquisition of the
company by Under Armour
provides a new level of exposure
to potential users

4. 4
Spotify’s Partnership with MapMyFitness
SOURCES:
MapMyFitness
website,
Business
Insider,
Flurry
Research
is a fitness brand that launched in 2007 as a conglomerate of
cloud-based platforms within mobile apps, all of which allow users to take advantage of geo-
mapping technologies to track and store their daily exercises into an online database.
MapMyFitness also provides a wide range of complimentary features, such as a nutrition
calculator, community-based social network, a database of exercise routes around the world,
and other fitness training tools.
With over 20 million registered users in a growing expected industry value of $5 billion by
2016, MapMyFitness has made its mark as a frontrunner in its industry. Also, with the
increasing democratization of smartphones, more people will have access to the mobile app
space. In 2013, a rising athletic brand, Under Armour, acquired the company with a mission to
enhance the digital fitness platform in conjunction with wearable technologies.
How MapMyFitness and Music Relate
MapMyFitness apps also allow
users to simultaneously use
music apps or play music from
their smartphone’s music
library while still tracking the
distance, speed, time, and
calories burned, etc. of their
workout.

5. 5
Enhanced User Experience with Spotify
SOURCES:
SpoOfy
Mobile
App
Currently, MapMyFitness mobile app users can play
music straight from their smartphone’s music library or
instantaneously run a music app like Spotify while also
using MapMyFitness. However, a partnership between
Spotify and MapMyFitness can provide the following
unprecedented benefits:
• Streamlined music capabilities embedded in
MapMyFitness where users can listen to their
Spotify playlists directly on MapMyFitness without
having to switch between applications
• Access to playlists curated by Spotify
professionals for various types of workouts
• Share music playlists used during a workout with
friends on the MapMyFitness Activity Feed
Simpler, faster, and more personalized
workout experiences for all MapMyFitness app users

6. 6
How does this partnership help Spotify?
SOURCES:
MapMyFitness
website,
Under
Armour,
Flurry
Research
• Spotify can expose new users to its mobile app and defer
them from other popular apps such as Pandora or 8tracks
through a potential exclusive partnership deal where all users
automatically default to using the Spotify
• As people from ages 25-34 use fitness health apps 41% more
than the average user, Spotify can target this large
demographic for sustainable growth
• Spotify can leverage the data from MapMyFitness users to
better determine listening habits and preferences of fitness-
oriented Spotify users
40 million active
Spotify users
20 million active
MapMyFitness
users
upwards of 60
million total
Spotify users
33%
larger pool of
Spotify mobile
app users

7. 7
Why would MapMyFitness partner with Spotify?
SOURCES:
SpoOfy,
Sprint,
Under
Armour
After being recently acquired by Under Armour, MapMyFitness is benefiting from their strategic
direction, resources, development, and capital investments. Under Armour is currently working on
improving a line of wearable fitness technologies and creating an integrated fitness tech platform.
The following reasons explain the benefits MapMyFitness get from partnering:
With the additional features to
share Spotify playlists used
when logging a specific workout
and to use curated fitness
playlists, MapMyFitness can
create a more connected
community in a world where
people are consistently seeking
to be more health-conscious
and share their fitness
accomplishments.
Spotify brings a whole new
product differentiation route by
providing an integrated
approach to music listening
while exercising. No health and
fitness apps allow for this
experience, which will help
MapMyFitness stand out in the
highly competitive and
saturated health and fitness
mobile app industry.
Connectivity
2.
Differentiation
1.
3.
Relationships
Spotify has already worked
with MapMyFitness through
the Sprint Fit Live platform –
building a partnership with
Under Armour as the parent
company should be plausible
due to the relationships
already established. The new
Spotify integration into the
MapMyFitness app takes the
relationship to the next level.

8. Long-Term Benefits of the Partnership
SOURCES:
SpoOfy,
CraPing
and
ExecuOng
Strategy,
AdopOon
behavior
Looking into the future, it’s clear that the fitness and health mobile app space is experiencing huge
levels of growth, which will continue with the increasing number of the population who own
smartphones. As people search for cheaper ways to exercise and stay fit, consumers have turned to
free mobile apps that can “coach” them, and for some, it’s arguable to say that the apps have
become a substitute to paying for a gym membership, especially for the early 20’s to mid 30’s
Millennial age group who have typically been early adopters in the tech movement.
Spotify’s space to acquire users
within the adoption curve
Spotify can leverage on this booming industry by providing a proprietary option and differentiating
feature for MapMyFitness, who is facing intense competition from other players such as RunKeeper,
Nike+ Running, and Fitbit. With 20 million registered MapMyFitness users to be exposed to, Spotify
can expect a gradual adoption in the first 12-months of the partnership. Many of the tech
enthusiasts and early adopters and followers of Spotify may have already embraced Spotify mobile and
will already be avid users. However, Spotify can target the remainder of pragmatists, conservatives, and
skeptics to adopt the music streaming service while exercising and during their daily leisure time, which
can account for approximately 14.2 million users – many of whom can be converted from other apps or
introduced to the music streaming world. Upon successful execution of this partnership, Spotify can
expect increased brand awareness and entrance into a highly saturated market.
14.2 million potential users