Sony recently unveiled their newest eBook Reader, and it got me thinking about Sirius and XM's marketing efforts.
Overall, the Sony Reader is a nice evolutionary product with a sleek design. But it's not the device itself that I'm looking at - it's who they're selling it to. Now before we continue, I have to say I don't think this thing will sell like hotcakes at all. It's too expensive at $300. It also targets a niche market, but to that niche, this thing could be just what they're waiting for.
That niche is namely folks who like to read books, but who also travel a lot and can't/don't want to lug around heavy, bulky paper. Distance commuters. (The mass market audience would just be "folks who read books" but again, the Reader is still too expensive for them.)
If you've been in an airport recently, or even a train station, you've likely seen Sony's ads for the eBook Reader. And that's the interesting thing. This is a device that is (currently) targeted specifically for commuters who take the train or plane. Not drivers.
Sirius and XM target drivers. OEM is an integral part of the business. With good reason, because most radio listening is done in the car. But maybe there's a segment of the market they've been missing? What about train/plane commuters? Of which, there are millions (and they're affluent). Maybe we don't see any data of radio listenership on trains/planes because... well, because there is none.
I smell opportunity.
Talk to anyone who has a satellite radio in their car, and they'll say "It's made my commute so much shorter!" But yet folks who fly often, or schlep around the train terminal, are stuck with... iPods. They're stuck with limited playlists and limited access.
Huge opportunity, the message just needs to be written.
Now, I know what you're thinking. XM has deals with airlines like JetBlue, and AirTran. But these are value-added offerings to the airlines, and only brand/engagement vehicles for XM. They do little to move product, and there's no accompanying message to go along with it ("Psst, hey Mr. Commuter! Buy an Inno and hear this stuff all day long!").
I think the limited channel offerings on airlines is great, but there's no follow-through. Think about it... when you're stuck on a flight, staring at the screen in front of you, when else are you more of a captive (literally) audience?
Just a thought.
Hey Ryan. Here are my thoughts. XM and Sirius have lost the battle. They are so mired with legal issues right now, and possibly for some time to come, that they cannot compete with a music marketplace that changes like the wind. I do not see innovation at XM and Sirius. I look at Apple and see a music experience, they own the music marketplace right now. They have innovative products, and iTunes is running the show. XM and Sirus....hey wait there's a new Stiletto out....wow....more of the same. Even if the merger goes through, and Im a fan--I want these companies to succeed, they are pretty far behind now that catching up might be impossible.
Alan
Maybe your portable satellite radio device works a lot better than mine (MyFi), but I wouldn't expect mine to work in a train or plane unless I had a window seat and my window was facing in exactly the right direction... or they let me slap an antenna on top of the train.
Are there people out there who have portable satellite radios that work from the middle seat?
I'd like to take this topic to the forums.
But how about XM and/or Sirius manufacture "Airplane repeaters" for those who have satellite radio?
I think the FAA has a restriction that relates to terrestrial radio listening in all segments of a flight, but I don't think the satrad frequencies interfere with air traffic control or the FAA restrictions.
I'd like to take this topic to the forums.
But how about XM and/or Sirius manufacture "Airplane repeaters" for those who have satellite radio?
I think the FAA has a restriction that relates to terrestrial radio listening in all segments of a flight, but I don't think the satrad frequencies interfere with air traffic control or the FAA restrictions.
Better marketing on the airlines that XM has service on is needed. Besides a mention in the airline magazine for the channel line up, there wasn't much face time on AirTran on my last flight with them in early August.
Maybe get some ads on the boarding pass jackets, in the departure lounges, and even in-flight sales may help attract this audience. I would go as far to say have a plane or two with dual-branded livery (it's the paint job on the airplane) with both the airline's and XM logos and artwork. It may seem a little silly but the press alone on such an unusual paint scheme would be a marketing VP's dream. It could have those XM "cartoon characters" on them from the ads. This plane would also be very iconic for those who fly. You don't see a terrestrial radio station able to do this (with their obvious limited market range) but satellite radio is different.
This could also work out for XM on the ad-revenue side. They have a potential client with these airline partnerships. Sell sell sell.
But how about XM and/or Sirius manufacture "Airplane repeaters" for those who have satellite radio?>>
I suggested this to XM once for cruise ships. I took my Helix with me on a Caribbean cruise last year, and it actually worked fairly well once we got north enough. I wondered what could be done with a big-ass repeater on board, and add it as a feature in the cabins.
Overweight American passengers have broken dozens of seats on the Queen Mary II, the world’ s biggest and most luxurious cruise liner, according to Britain’ s The Sunday Telegraph newspaper.