Is Pandora the Next Killer App?
Internet radio solution offers a direct challenge to satellite and other radio formats.
Pandora Radio—and other Internet radio services—may be the closest that the automotive market has to a connectivity-oriented killer app, according to iSuppli Corp. In comparison, most other applications fall short in the universal appeal that Internet radio brings to the market.
Of all the applications based on cellular, it is cloud-based media such as Internet radio that has the largest potential to drive connectivity solutions to the vehicle, whether they are embedded or through a tethered mobile device. To a lesser extent, this will apply to video, but not until the next generation of wireless networks becomes available.
Ford Motor Co. is the first OEM to put Pandora in the car through the MyFord Touch with Sync solution, and its move not only substantially raises the “coolness” factor for Ford but also likely will bring more buyers into the store.
What is Pandora?
Internet radio is a classic example of cloud computing because it is not device dependent and works as long as there is an app for it, with all content is streamed to devices from servers. In July 2008, Pandora launched a mobile version of its software for Apple Inc.’s iPhone and iPod Touch through the iTunes App Store. Pandora is also available for Android phones, BlackBerry platforms, Palm and Windows Mobile devices.
Pandora runs largely on advertisements, and the service is available free of charge to end users aside from some limitations, such as a maximum listening time of 40 hours as well as limits to song skips. A fee-based subscription is required for ad-free service and unlimited song skips, although iSuppli is certain that the vast majority of listeners use the free version. The Pandora user listens on average to less than one hour per day—well within the limits of the free service.
In the automotive space, Pandora is a threat to subscription-based Sirius XM Satellite Radio, as well as to other entertainment media platforms such as the iPod, HD Radio, and even physical media.
In terms of bandwidth, Pandora is more efficient than most Internet radio stations because it probably streams at or below 32Kbit/sec.—similar to AM radio. In comparison, most Internet radio streams at much higher rates, which may not a problem for broadband home or office connections but is not practical on cellular networks. This is why Pandora leads in the mobile space and the reason it is suitable for in-car applications.
Challenges Remain
One limitation to Pandora is its relatively low bit rate, which translates into relatively poor sound quality and makes it a problematic issue for premium audio systems in the car. Digital sound processing could improve sound quality, and iSuppli believes that new solutions for sound processing soon will address the weaknesses of low bit rate issues—similar to what Dolby Digital technologies do to filter out background noise on recorded media.
For now, though, the novelty of Pandora outweighs the poor sound quality of the application—which for most listeners might sound good enough at any rate. Just the same, Pandora is out of the question for audiophiles, whose preferences run to lossless sources, such as CDs or whatever else is uncompressed on infotainment storage.
Already Selling
Select OEMs—notably Ford—as well as aftermarket players are already selling solutions for Pandora, and Pandora will be an increasing requirement for in-car applications as well. If network pricing plans change, the case would likely be made for an embedded cellular connection—albeit at added tremendous cost. With, Ford, the company integrates Pandora through an open Application Programming Interface (API) so that new sources can be rendered and controlled through the Human Machine Interface (HMI), even though the wireless connection is made through the mobile device. Very likely, next-generation headunits will act as the source unit of tomorrow, and source units will have to match up with emerging sources.
Pandora Radio—and other Internet radio services—may be the closest that the automotive market has to a connectivity-oriented killer app, according to iSuppli Corp. In comparison, most other applications fall short in the universal appeal that Internet radio brings to the market.
Of all the applications based on cellular, it is cloud-based media such as Internet radio that has the largest potential to drive connectivity solutions to the vehicle, whether they are embedded or through a tethered mobile device. To a lesser extent, this will apply to video, but not until the next generation of wireless networks becomes available.
Ford Motor Co. is the first OEM to put Pandora in the car through the MyFord Touch with Sync solution, and its move not only substantially raises the “coolness” factor for Ford but also likely will bring more buyers into the store.
What is Pandora?
Internet radio is a classic example of cloud computing because it is not device dependent and works as long as there is an app for it, with all content is streamed to devices from servers. In July 2008, Pandora launched a mobile version of its software for Apple Inc.’s iPhone and iPod Touch through the iTunes App Store. Pandora is also available for Android phones, BlackBerry platforms, Palm and Windows Mobile devices.
Pandora runs largely on advertisements, and the service is available free of charge to end users aside from some limitations, such as a maximum listening time of 40 hours as well as limits to song skips. A fee-based subscription is required for ad-free service and unlimited song skips, although iSuppli is certain that the vast majority of listeners use the free version. The Pandora user listens on average to less than one hour per day—well within the limits of the free service.
In the automotive space, Pandora is a threat to subscription-based Sirius XM Satellite Radio, as well as to other entertainment media platforms such as the iPod, HD Radio, and even physical media.
In terms of bandwidth, Pandora is more efficient than most Internet radio stations because it probably streams at or below 32Kbit/sec.—similar to AM radio. In comparison, most Internet radio streams at much higher rates, which may not a problem for broadband home or office connections but is not practical on cellular networks. This is why Pandora leads in the mobile space and the reason it is suitable for in-car applications.
Challenges Remain
One limitation to Pandora is its relatively low bit rate, which translates into relatively poor sound quality and makes it a problematic issue for premium audio systems in the car. Digital sound processing could improve sound quality, and iSuppli believes that new solutions for sound processing soon will address the weaknesses of low bit rate issues—similar to what Dolby Digital technologies do to filter out background noise on recorded media.
For now, though, the novelty of Pandora outweighs the poor sound quality of the application—which for most listeners might sound good enough at any rate. Just the same, Pandora is out of the question for audiophiles, whose preferences run to lossless sources, such as CDs or whatever else is uncompressed on infotainment storage.
Already Selling
Select OEMs—notably Ford—as well as aftermarket players are already selling solutions for Pandora, and Pandora will be an increasing requirement for in-car applications as well. If network pricing plans change, the case would likely be made for an embedded cellular connection—albeit at added tremendous cost. With, Ford, the company integrates Pandora through an open Application Programming Interface (API) so that new sources can be rendered and controlled through the Human Machine Interface (HMI), even though the wireless connection is made through the mobile device. Very likely, next-generation headunits will act as the source unit of tomorrow, and source units will have to match up with emerging sources.
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