Let’s call the whole thing off July 31, 2008Posted by David Gillespie in business strategy, digital strategy, marketing, technology, web 2.0.
Tags: 3G, Coke, digital radio, Glen Wheatley, iPod, Jarrod Graetz, Second Life, Stripe, Umair Haque, Wired Magazine
Australian music manager Glen Wheatley’s latest project Stripe is set to launch. It is a digital radio service which will have 40 stations up by Christmas playing over the 3G network to any 3G enabled phone, and 100 by the end of 2009. Those wanting to have ad-free radio on their phones will apparently part with a little less than $10 a month for the privilege.
This would be funny if it wasn’t so painfully short-sighted. All together now: the epic, epic lulz.
It betrays just how deeply bereft of real strategic insight media is – and how sorely the media industry needs fresh DNA, instead of old dudes with the same old lame ideas.
Thanks Umair. Mind you he didn’t write that about Stripe, he wrote that about a misguided Wired article where old media guy #1 was berating new media guy #2 for spending time in Second Life as it wouldn’t help him sell more Coke. The point remains though.
Let’s do the why’s together so we all take something away:
- Why would I pay $10 a month for radio on my phone?
- Particularly me who does not listen to radio at all?
- Why in an age of increased personalisation will I believe you can satisfy me with someone else’s taste-making?
- Why create a service that relies on early-adopter up-take when the early-adopters do not listen to radio or value music in pure ones-and-zeroes terms?
Now, I imagine much of the VC money has already been sunk, unfortunate for those involved. If you guys with the money could just begin to understand that broadcasting in a one-to-many model is dying and being replaced with niche-casting and many-to-many, you might have a hope of creating something with lasting value.
This last quote from Programming Director Jarrod Graetz is killer:
“A great advantage of our service is that you don’t need a new device or gadget to hear us. If you’ve got 3G coverage, you can access your favourite music and programs from your (3G) mobile phone, and of course on broadband internet. No ad breaks, less interruptions, more music. We position ourselves as “What you want on radio” because we believe Stripe delivers what Australia wants.”
The bolding is mine (the lack of vision entirely their’s). I may not need a device to hear you, but I have a device anyway, it is called an iPod. It comes with NO interruptions and ONLY my favourite music and programs. See, it doesn’t actually matter if you do serve up what I want on radio, because I don’t want radio.