Viewpoint - Absolute Radio digital marketing manager Dan Thornton

16:40 | Thursday January 28, 2010

The $499 starting price for the 16GB version wifi version aims squarely at a target market of students and families, with textbooks the main draw for the former, and the combination of gaming and entertainment for the later. Using the iPhone operating system enables existing applications to be available at launch, and the 9.7 inch screen, faster processor and more powerful hardware means a viable alternative to the family computer or TV.

The opportunity is for radio businesses to build on their experience with already successful smartphone applications - to create an even more engaging and interactive experience which makes the most of the larger screen. The Pure Sensia has already provided examples of how this could function, with the added features complementing the audio content, rather than detracting from it. The question will be whether many companies will commit to tweaking their existing software or to create bespoke iPad applications to take advantage of the differences to the iPhone and iPod Touch.

In terms of audio hardware, the iPad features similar connectivity to the current iPhone 3GS with a microphone, 3.5mm stereo headphone jack, and built-in speaker grills. And given that it’s likely to be used in public or a crowded living room, the ability for radio to create some person audio space will be important to many users. It also allows for a user-created audio to be included and featured.

The initial focus of press attention has been around the possibilities for gaming, and for print media. But importantly this is another device which brings radio into the middle of living room conversations.