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December 6th 08, 04:18 AM
posted to rec.radio.shortwave
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An open letter to iBiquity - Bob Stuble
On Dec 5, 12:45 pm, Pocket-Radio wrote: Bob, I think the lack of reciever sales, centers from a lack of interest and misconceptions regarding HD radio. Think of it, before an ipod was marketed and sold nobody owned one, but the benefits of holding 500 songs in your hand was, wow. Before CD’s were invented nobody owned one, but the immediate experience of going from tape to digital was, wow. While millions of Americans already own 7 to 8 radios per household the reasons to upgrade are weak and unclear. For most average people, FM radio sounds really good. On a whole, auto manufactures produce great receivers that sound good. And considering AM is mostly talk it sounds pretty good. Adults over 55 like music on AM just to hear niche programming like oldies and because they grew up with it. Radio doesn't’t suffer from a sound quality problem that HD solves. Radio geeks and audiophiles will never be satisfied, but I said average as in mass market. Awareness for HD is high because of ads run by the Alliance, but other studies have shown consumers are confusing HD, with satellite radio. Consumers are overwhelmed and bombarded with advertising. IBiquity hasn't’t managed to cut through the ad clutter with a clear and compelling message that convinces the masses they need HD. Read Positioning by Rise and Trout, pay attention to the category rule. HD and Satellite are grouped in the same category in the minds of consumers. Lastly, upon walking into Wal-Mart and experiencing an entire wall devoted to high definition TV, and programming, I’m convinced I need one. That’s the essential experience missing with IBiquity’s HD radio, the in store retail experience doesn't exist. It sucks! Plus your mass marketing campaigns have failed to convince and change minds. In addition, your radio partners have delivered more jukeboxes and simulcasted formats. Where's the wow? In a nutshell, HD radio isn't sexy and the product isn't delivering a wow experience for consumers at the retail level. I’ve gone from store to store hoping to hear one "real live working radio" and couldn't. I gave up! with Satellite radio, Wal-Mart easily satisfied all my needs and I own one. For the future, move towards addressable receivers, that can deliver a Pandora or Last.Fm experience, that would truly be wow. Forget traffic and directions it's been done. With free wireless approaching and internet enabled dashboards, HD doesn't have 10 years to evolve like FM. Radio as we know it, is slowly dying and the current HD business model falls in the same mass media category. Your radio partners will never admit that to you. You must get receivers in the hands of consumers, even if that means live demos, and road trips to Wal-marts, fairs & concerts. It's time to Kiss babies dude. People are out of work and will gladly work cheap. |
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