New digital music services from major tech players such as Apple, Google and Microsoft will "build out" the music streaming market while still leaving room for smaller competitors, according to Rara's director Tim Hadley. Rara launched in December last year and announced an expansion to new markets last week, new mobile apps and a partnership with manufacturer Lenovo to boot. Spun off from B2B music streaming provider Omnifone, Rara was launched in competition with Spotify, Deezer, Rdio and a number of older streaming services. Since its launch, Microsoft has unveiled Xbox Music, in a move that is thought to be a game changer in streaming. However, Hadley says that Rara is confident it can compete with larger players, with a focus on mainstream consumers.