As readers of this blog know, the success of the iPhone has not been a surprise. Besides answering many of the needs that mobile phone and iPod owners have, it is truly an innovative device.
Equally impressive, however, is the way that Apple marketed this launch, from the day that Steve Jobs introduced the iPhone at MacWorld back in January to the actual debut on June 28th. Every step of the way, it was a textbook marketing effort – all in less than six months.
If you think about it, Apple did their homework, developed a product that people wanted and needed, created a brilliant marketing and advertising campaign (that is ongoing), and fanned the flames of buzz and word of mouth. They even sent a "heads-up" email to members of their database the day before the launch – not taking anything for granted.
But the key to the campaign was the demonstration of how the iPhone looks and works. If you think about the ads you’ve seen, Apple let the device sell itself. The TV commercials are clever demos that show the iPhone in action. Once you’ve "experienced" it via the spots, you "get" the concept, and you want one even more.
Contrast that with the HD Radio situation. At the end of the day, HD Radio may be a wonderful product that most people have simply not experienced. As we saw in our Tech Poll III this past February, a key obstacle to purchasing an HD Radio is that many people have never seen or heard one, nor do they know anyone who owns one.
Apple had some of these same challenges prior to the launch of the iPhone. How do you show consumers what this device is all about before it reaches the marketplace? Simple. You develop and create TV commercials that show the product in action.
If HD Radio has any prayer of becoming a player, a plan for marketing the features and benefits of the radio itself, as well as a means for consumers to demo it, is going to need to be developed. And fast.
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In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
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Fred was inducted into the Radio Hall of Fame in 2018.
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Actually, 75% of consumers in 2006 were aware of HD Radio at some level (so now, the number has to be larger), yet consumers remain toally apathetic. HD/IBOC causes adjacent-channel interference, especially on AM, and will be the demise of the AM band:
“In-Stat: Digital Radio Set to Take Off”
“In 2006, 73 percent of respondents to an In-Stat U.S. consumer survey were aware of HD Radio on some level.”
https://radiomagonline.com/eyeoniboc/instat-digital-radio-set/
HD Radio is a Farce!
https://hdradiofarce.blogspot.com/
Its hard to take the above comment seriously when the author’s blog user profile states his or her interest is “Making sure HD Radio fails !”.
Sad.
Fair point Dan, but the truth is the truth….even with certain markets busting ass to show the benefits (congrats Greater Media Detroit, well done)this is a product that was developed by the industry because THEY wanted it to work…not demanded by the consumer because it was important to them.
This product is over 2 years old and it’s chance for buzz is OVER with a capital “O”. I’ll be “gumming my creamed corn” at the retirement home before this product finds any universal appeal….and I’m not that old. 🙂
Dan,
I am sorry that you are saddened by my blog, but whenever a personal attack is launched, that person has lost. You obviously have a vested interest in this loser technology:
https://classicrockfm.blogspot.com/
The problem is that HD radio is NOT a “wonderful product.” There is no compelling reason for consumers to buy it, and increased awareness isn’t going to help that fatal flaw.
And, with all due respect to the research firm “In Stat” (whatever that is) I don’t believe for a SECOND that 73% of Americans are truly aware of HD Radio. I’d love to see the actual survey specifics that yielded that incredible stat.