With the proliferation of smart phones o the market and the build up of a healthy mobile content community, we have noticed the ability for small premium programmers to reach an audience remotely.
Example: Modern Jazz internet radio service Moja Radio has been eking out an existence by charging a small batch of loyal listeners a comparatively hefty $10/month to place an ear to its single commercial free station. Most of the Moja’s customers listened to the service when it was on satellite radio, before the merger of Sirius and XM left many of the smaller players off the dial.
However, the inability to reach listeners away from desks limits the appeal of such an exclusive service. With plucky effort, Moja Radio is spending its entire R&D budget on a free iPhone app that will bring the subscription stream to mobile users.
With users buying home audio systems and car audio kits for their iPhones, this seems a possible effective way to reach music fans. Moja Radio tried giving its station away for free on iTunes and Live 365 to tease listeners into becoming paying subscribers.
Fourteen thousand subscribed for free but not one signed up to pay for the service.
Still, the team here at Ninthlink applauds all who think creatively and innovate with marketing ploys. The net – and mobile devices – is still the undiscovered country where there are no rules, and where those willing to take a risk can become “big” overnight.
