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The changing face ofcar radio
Australian Spring 2013
Anthony GherghettaMobile Strategist
RadCommsConference 2013
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Who listens to the radio?
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Car 34%
Home 48%
Work 16%
Other 2%
Radio listening by placeall people, 10+
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Car 45%
Home 25%
Work 28%
Other 2%
Radio listening by placeall people, 18-39
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The weekly commuteTime in car
Average time in the car during the five day work commute:
5 ½ hours
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The daily commuteAverage commuting time
AverageCommutingTime(car)
Adelaide 29minutes
Brisbane 29minutes
Melbourne 32minutes
Perth 27minutes
Sydney 35minutes
Average 32minutes
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The daily commuteMethod of commuting
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The daily commutePeak travel periods
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The connected car
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The connected carNew connected cars
0%
10%
20%
30%
40%
50%
60%
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100%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Forecast sales of connected vehicles in Australia as a percentage of new car sales
Percentage of Connected Vehicles Sold in Australia
Source: IH Automotive Insights 2012
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The connected carCars are getting older
Cars are getting older
Average age of Australian vehicles
1971: 6.8 years2012: 10 years
Source: ABS
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The connected carTotal market penetration
0%
20%
40%
60%
80%
100%
120%
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Forecast market penetration of connected vehicles in Australia
Percentage of Connected Vehicles in Australia
Mainstream Saturationaround 2034 (~ 20 years)
Initial adoption period
Source: IH Automotive Insights 2012
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The fact of life for radio
While every other content player has everything to gain by accessing the car dashboard, only radio has everything to lose.
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Broadcasters should be adding more Internet to radio, not simply more radio to Internet.
Mark Ramsey
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Music RadioApps
• Personalised for each listener
• Can skip content
• Learns the listeners preferences over time
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BroadcastRadio Apps
• Same content at the same time for every listener
• Can’t skip content, can’t customise
• No feedback loop – does not learn the listeners preferences over time
• Adds very little value over the existing AM/FM/DAB stream
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Ask your audience if they’d rather skip a song on their favourite radio station or switch to a different station that isn’t their favourite.
Mark Ramsey
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Case Study:ABC Local Radio Melbourne
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Case Study:ABC Local Radio Melbourne
6am 7:45am 8:00am 8:30am
Red Symonds News AM Jon Faine
My Commute
What I currently listen to:
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Case Study:ABC Local Radio Melbourne
Traffic News Red Symonds
38 minute commute
What I would like to listen to:
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What is live?
‘Live radio’ is a hallmark of dated analogue technology.
Unless its breaking news or sport, ‘live’ adds no value.
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The App Studio
Developing next generation radio platforms
new products to ingest, store, manage and distribute radio content to the car and mobile devices
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Mobile network congestion
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Mobile network congestionPunt Road - Richmond
Punt Road:40,000 cars per day
Richmond Station: +300,000 passengers each weekday
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Thank you
Anthony Gherghetta
Mobile Development StrategistThe App Studio