The world’s largest car radio service provider, Sirius XM Radio Inc (NASDAQ:SIRI) could be facing a serious threat to its business following Pandora Media Inc (NYSE:P)‘s latest milestone in car radio. Pandora, the leading internet radio service provider, is taking a huge step towards in-car radio integration. The company recently announced that it had reached 2.5 million car users, just weeks after Apple Inc. (NASDAQ:AAPL) launched iTunes Radio at the WWDC event in California.
Apple’s iTunes radio challenges Pandora Media Inc (NYSE:P)’s dominance in internet radio services. Pandora’s latest milestone in in-car users means that it is well set to battle Sirius XM Radio Inc (NASDAQ:SIRI) in the car radio business. The question is; should Sirius XM worry about Pandora’s achievements thus far? Judging by the 2.5 million users, this is nothing to worry about for Sirius XM. However, when we assess Pandora’s plans of having at least 100 car models integrated with its internet radio service, then that might be a long-term threat to Sirius XM’s business.
Sirius XM won’t be easy to catch
Sirius XM Radio Inc (NASDAQ:SIRI) has also introduced a two-month free trial program for its customers. The program, which begins this summer, allows dealers to offer a complimentary two-month Sirius XM subscription to qualifying service customers.
New and used-vehicle owners who take their vehicles to dealerships for service are set to benefit from the two-month trial subscription, depending on how long their vehicles have been inactive. Even new vehicle owners who refused to renew their subscription will be eligible for the trial program depending on when they last renewed their subscriptions.
Sirius XM Radio Inc (NASDAQ:SIRI) is now focusing on getting more subscriptions from pre-owned vehicles, as a majority of the new car models now come installed with its radio service. The only challenge to Sirius XM’s new car subscriptions is that the conversion rate is still too low, oscillating at 44% and 45% compared to the 70% penetration rate. This is perhaps the reason the company is widening its penetration rate as conversion has remained flat over the last three years.
It is the depth in options for increasing subscription base, which give Sirius XM Radio Inc (NASDAQ:SIRI) the ability to cope with any challenge emanating from industry rivals. Nonetheless, unlike before, Sirius XM cannot afford to lay back and let things slip because Pandora Media Inc (NYSE:P) and Apple Inc. (NASDAQ:AAPL)’s iTunes radio will be waiting to pounce.
Pandora expects to have one-third of new cars sold in U.S.installed with its internet radio by the end of this year. This is a good milestone for the company, especially considering that Apple Inc. (NASDAQ:AAPL) has already started encroaching on its internet radio business. Pandora Media Inc (NYSE:P) is the king in internet radio, and even Apple will find it difficult to convince a majority of the people to subscribe to its iTunes radio. Some even are branding it the “Netflix of Radio.” Nonetheless, its attempts to dethrone Sirius XM Radio Inc (NASDAQ:SIRI) as the leader in car radio service are bound to be difficult.
Apple Inc. (NASDAQ:AAPL)’s iTunes radio, on the other hand, will take time before it manages to report any relevant income for the iPhone maker. This is partly because the free ad-backed subscription service will depend on the company’s ability to monetize the service. It would be interesting to see how Apple positions itself in the battle for car radio services, as it continues to integrate its iOS and Radio-out feature in major car models.
