Google announced today the launch of a paid music streaming music service to compete with Spotify, Rdio and other streaming music services.

The Mountain View-based company unveiled new mobile app Google Play Music All Access at its annual developer conference.

Dubbed Google Play Music All Access, the on-demand service will be available for $10 per month with a 30-day free trial and customers who start a trial before June 30 pay only $8 per month. Search and navigation are key features of the service, along with a Listen Now function to automatically create a mix of favorite artists, radio stations and recently played tracks. Google was able to sign content licensing deals with the big three labels— Warner Music Group, Universal Music Group and Sony Music Entertainment—for its music catalog. With over 900 million Android activations, the availability of service should have plenty of reach.

Apple has been rumored to be working on their own streaming music service, but it is likely to be more similar Pandora’s internet-based radio. In contrast, Google touts Google Play Music All Access as “radio without rules,” allowing users to create custom radio stations from specific artists without limitations.