Examples include offering a free glass with a bottle of whiskey, or giving free access to a music service with your mobile phone plan.
Spotify claims to have many partnerships with mobile phone and service providers. Here a Dutch example of the parntership between Spotify and mobile phone provider KPN. In The Netherlands around 5.8mio of the population (around 34%) uses Spotify, of which 53% has a paid subscription. This high average has been caused by the partnership: free Spotify Premium with a Premium KPN account.
In august 2018 Spotify announced to partner with Samsung, becoming an integrated part of the connected services of the global tech giant. CEO Daniel Ek stated that both parties aim for a seemless music listening experience, starting with integration in all Samsung mobile phones.