Anthony Ghergetta from The App Studio in Melbourne spoke at Radcomms this morning on the changing face of car radio. Speaking of the increasing competition for the 'car dashboard', Anthony said: "For the first time, broadcast radio is about to be challenged for its prime position on the car dashboard. The two-knob car radio experience is well and truly over. In the United States this has already happened. Ten years ago terrestrial radio was disrupted by satellite radio and, more recently, it’s the online music radio services such as Spotify and Pandora. Audio access to the car is no longer governed by a broadcast license, the auto manufacturers themselves are now the gatekeepers. And its not just new radio or new music services that existing broadcasters should be worried about. There is nothing stopping AFL media from teaming up with Telstra, their current media partner, to create an in-car application to broadcast game-day matches in competition to, or at the expense of, traditional broadcast radio. Radio has to adapt."

1. The changing face of
car radio
Australian
Spring 2013
Anthony Gherghetta
Mobile Strategist
RadComms
Conference 2013

2. Who listens to the radio?

3. Car 34%
Home 48%
Work 16%
Other 2%
Radio listening by place
all people, 10+

4. Car 45%
Home 25%
Work 28%
Other 2%
Radio listening by place
all people, 18-39

5. The weekly commute
Time in car
Average time in the car during the five day
work commute:
5 ½ hours

6. The daily commute
Average commuting time
Average Commuting Time (car)
Adelaide 29 minutes
Brisbane 29 minutes
Melbourne 32 minutes
Perth 27 minutes
Sydney 35 minutes
Average 32 minutes

7. The daily commute
Method of commuting

8. The daily commute
Peak travel periods

9. The connected car

10. The connected car
New connected cars
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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

11. The connected car
Cars are getting older
Cars are getting older
Average age of Australian vehicles
1971: 6.8 years
2012: 10 years
Source: ABS

12. The connected car
Total market penetration
0%
20%
40%
60%
80%
100%
120%
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
2035
2036
2037
2038
2039
2040
2041
2042
2043
Forecast market penetration of connected vehicles in Australia
Percentage of Connected Vehicles in
Australia
Mainstream Saturation
around 2034 (~ 20 years)
Initial adoption period
Source: IH Automotive Insights 2012

13. 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.

14. Broadcasters should be adding
more Internet to radio, not
simply more radio to Internet.
Mark Ramsey

15. Music Radio
Apps
• Personalised for each listener
• Can skip content
• Learns the listeners preferences
over time

16. Broadcast
Radio 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

17. 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

18. Case Study:
ABC Local Radio Melbourne

19. 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:

20. Case Study:
ABC Local Radio Melbourne
Traffic News Red Symonds
38 minute commute
What I would like
to listen to:

21. What is live?
‘Live radio’ is a hallmark of
dated analogue technology.
Unless its breaking news or
sport, ‘live’ adds no value.

22. The App Studio
Developing next generation
radio platforms
new products to
ingest, store, manage and
distribute radio content to the
car and mobile devices

23. Mobile network congestion

24. Mobile network congestion
Punt Road - Richmond
Punt Road:
40,000 cars per day
Richmond Station:
+300,000 passengers each
weekday

25. Thank you
Anthony Gherghetta
Mobile Development Strategist
The App Studio