The New Dash Puts The Consumer In Control
That was the big message after Day 1 of the Radio Ink/Jacobs Media DASH conference in Detroit, Wednesday, as auto manufacturers, content providers, and radio CEOs discussed the importance of focusing on content and simplifying connectivity. While the smartphone is that key connection between the consumer and the automobile, having to spend time connecting the device still seems to give radio a slight advantage at the moment. Consumers, especially the younger generation, have no patience: They want things now. And if that means having to go through several steps to connect to TuneIn, iHeartRadio, or Slacker, they'll move on. With radio, consumers understand they hit a button and their favorite local station comes out of the speakers. Consider the challenges Pandora is having with the connection issue.
George Lynch is the Vice President of Automotive Business Development at Pandora, and he says the company is disappointed with the number of people using the service in the car. It has to be just like turning on FM radio, he says. "As soon as you get into two or three buttons, it doesn't happen, and that's a frustration for us. We've got to to educate the dealers to make it simpler. Like AM/FM and XM. One touch. When they do pair the phone, they do listen."
A big takeaway from DASH Day 1 was the understanding that there's a need to educate consumers about the link between the smartphone and in-dash media. Ford's Global Product Manager for SYNC AppLink Julius Marchwicki said it's something his company continues to work on. "How do we educate consumers on how to find the content they want?" Until the ease-of-connection issue is completely figured out, or even easier, radio seems to have a window of opportunity to stay focused on creating the best content possible for listeners.
Entercom CEO David Field, in his keynote, outlined exactly what radio is best at: "Companionship. News and information. We connect with local communities. We set the mood for people. We are the number one source to discover news. We are a lifeline in case of emergency. Listeners having a very active experience with radio. When we hold events, people show up."
Today during Day 2 at DASH, we'll hear from local car dealers, advertisers, and consumers.
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(10/28/2013 1:52:46 PM) |
"Automakers Get HD Complaints"
"Complaints about audio quality are starting to arrive at dealerships. IBiquity Senior Vice President Joe D’Angelo ticked off several: customers say the HD often echoes as if two signals are being received slightly out of time, or the audio sounds as if the station is skipping. Other complaints include the radio doesn’t pick up HD stations, ever. Or, the HD goes in and out."
(10/24/2013 2:10:02 PM) |
I wish I could be at Dash, but since I can't, I'll make this one suggestion: remember that the people in cars are drivers and passengers. Not just as consumers.
If you must talk media jive, call them what they've always also been, which is listeners and viewers.
Calling them consumers is the first step down a slippery slope at the bottom of which the car is reduced to yet another marketing fish bowl.
|- Doc Searls|
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