Brand Profile for XM Radio

XM Radio Brand Profile * Brand Name: XM Radio * Brand Quality: Excellent digital sound technology, unparalleled signal coverage, proven chipset technology, excellent programming. * Brand Physical Characteristics: All hardware is manufactured by a third party and all services are provided by XM, but all hardwires include the XM logo. * Brand strategy: "With XM, listeners can seamlessly enjoy the cleanest, most hot, fashionable and exciting broadcast entertainment in the world seamlessly." * Brand image: inventor of satellite broadcast, Innovator , Market leader.

Satellite broadcasting is an emerging industry with only one pair of competitors and XM satellite broadcasting is a gorilla of 800 pounds in this emerging market. Four of the five listeners subscribe to XM, which is the highest rated satellite broadcasting service, and in the United States more than 2 million paid users are using it. One of the main advantages of satellite radio is that if an individual prefers one or two channels, they can sound high quality CDs throughout the country. In many cases, this alone proves the validity of the equipment and the subscription fee. In order to allow users to move from one coast to another, XM uses the two most powerful satellites of the entertainment industry (XMRadio.com) suitably named "rock" and "roll" .

A new type of radio that is becoming increasingly popular is satellite broadcasting. The two largest subscription-based wireless services are Sirius Satellite Radio and XM Satellite Radio, which were recently integrated into Sirius XM Radio. Unlike terrestrial radio music channels, commercials are free and few commercials on other channels. Satellite broadcasting is not regulated by the FCC. Internet broadcasting and digital streaming service appeared during the advent of the Internet in the 21st century. Popular brands include Pandora and iHeartRadio. Nevertheless, the recording industry considers Internet radio as a threat and is trying to impose a high patent rate on the use of recorded music to prevent independent radio stations from playing popular songs.

Satellite and wireless technologies are gaining great advantage in the fierce competition and tide of the multichannel video market in the United States. Both XM Satellite Radio and Sirius Satellite Radio are exhibiting the latest products in cars, stars, and music-filled stands. Industry leader XM announced that the total number of users reached 36 million at the end of 2003, compared with the cumulative total of about 350,000 customers at the end of 2002. For rival Sirius, the number at the end of 2003 was 261,000. This is because the growth of users in the fourth quarter exceeded the growth of DirecTV, the leader of satellite television service. XM added 430 thousand in the fourth quarter and DirecTV added 45 thousand new users (see figure). XM announced that it will be the first time in the satellite radio industry to display radio services on JetBlue Airways and AirTran Airways flights.