Pandora offers listeners ad-free personalized radio with new Windows Phone 8 app
By Rimma Kats
March 22, 2013
Pandora and Microsoft are offering Windows Phone 8 customers ad-free personalized radio through 2013 as part of the Internet radio service’s new mobile application release.
Currently, there are more than 140 million registered users who have accessed Pandora via a smartphone or tablet. And, more than 75 percent of Pandora's listening occurs on a mobile or other connected device.
“More than 140 million of our registered users have accessed Pandora via a smartphone or tablet and more than 75 percent of listening occurs on these mobile devices,” said Simon Fleming-Wood, chief marketing officer at Pandora, Oakland, CA.
“Microsoft has put a lot of energy into building a highly personalized experience with Windows Phone 8, and we are thrilled to extend our reach on mobile and bring the Pandora experience to even more listeners,” he said.
Through the Windows Phone 8 app, Pandora users can pin their favorite personalized radio stations right to the start screen of their phone to see what is currently playing at a glance.
Also, this feature gives users easy access to stations recently played without having to launch the app.
The Windows Phone 8 platform also features a Kid's Corner that offers a worry-free way for consumers to share their smartphone with the entire family.
Through the Pandora Kid's Corner, users can automatically activate the explicit content filter for kid-friendly listening.
“We worked closely with Microsoft to build a cohesive 360-degree marketing program to bring the Pandora app to Microsoft Windows 8 users, including a consumer experience launch event that Microsoft will host in their Windows Phone Store in the University Village neighborhood of Seattle this Saturday,” Mr. Fleming-Wood said.
“Pandora has always leaned on traditional earned media and social media to help spread the word and we have historically enjoyed success in terms of our grassroots efforts,” he said. “It all comes down to being wherever your target audience is.
“And today, consumers are spending more of their time on connected devices, whether they’re on the go, at the gym or just in their home.”
Pandora has been investing a lot into mobile.
Earlier this month, Pandora’s mobile revenue growth outpaced mobile listener growth for the second quarter in a row, pointing to how the Internet radio company is improving its ability to monetize mobile.
During the fiscal 2013 fourth quarter, Pandora’s total mobile revenue grew 111 percent for a total of $80.3 million while mobile listener hour growth was up 70 percent year-over-year. Of that, $70.8 million came from mobile advertising and $9.5 million from mobile subscriptions (see story).
“The majority of our listeners are enjoying Pandora on a mobile device today,” Mr. Fleming-Wood said.
“Pandora is the future of radio, a medium that has historically been available anytime, anywhere and it is our mission to continue providing unlimited access to music discovery for our tens of millions of listeners,” he said.
“Mobile is critical to delivering on that mission.”
Rimma Kats is associate editor on Mobile Marketer, New York
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