Reaching drivers just became a bit more difficult.
Apple has inked with car manufacturers, including BMW, Acura, Audi, Ferrari, Honda, Nissan and Volkswagen. This will continue to expand the presence of iPod (and possibly bring other Apple products along for the ride as a latent effect). This is a blow to traditional radio and satellite radio.
Apple has sold over 58 million iPods. It works, it's a good product, it's easy and it turns out very viral. Now, let's look at another form of digital media -- satellite radio. Even with Howard "King of All Media" Stern, the industy slumps, sags, and drags. Apple making sure that it is even easier to use your iPod in the car is another blow for the folks over at Sirius and XM who continue to experience losses. Subscriber acquisition costs seem to play a huge factor here.
So the question for marketing professionals: How are you going to reach your target market during drive time? According to Arbitron, about one-third of all radio listening takes place in the car.
Media convergence and the blurring of channel lines becomes more and more interesting. Ten years ago, did you think you’d be able to take your music, calendar, contacts, and videos with you in a phone or iPod? Don't say yes because you hadn't heard of iPod and your phone had limited coverage -- you were happy that it had an address book. You could call all of your friends and brag about your new Sony Discman.
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