Tip:
Highlight text to annotate it
X
CYNTHIA RICCIARDI: As I look at the landscape of marketing
today, the things that really at the core are the same are
very much the same as they used to be, which is about
customers, about customer needs, understanding that.
I think what's changed is how many different channels and
sources of information we have for that, and the speed and
what customers expect.
So at Sirius Satellite Radio, what we do is, we are a
one-way satellite radio company, which means that we
are broadcasting a huge amount of content to customers.
And the way we differentiate ourselves is
really around our content.
Because different from a terrestrial radio or from
online radios, we're a subscription-based business.
So there is a monthly subscription fee, and it is
really important for us to keep a relationship and
dialogue going with those customers, so that they stay
and we retain them.
And it's our hope that in the next month or so, we're going
to hit the 20 million number for subscribers, which I think
is a tremendous amount of growth for our company.
And what's critical to that is really the engagement.
And we're kind of curators of content.
And what we need to do is serve that up to customers,
understand what their preferences are, understand
what they like to listen to, and then engage them in the
content we have that really fulfills their needs.