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  • July 2003 (Revised March 2004)
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XM Satellite Radio (A)

By: David B. Godes and Elie Ofek
  • Format:Print
  • | Pages:25
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Abstract

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus predominantly on charging customers a monthly subscription fee or on selling advertising time to advertisers? This decision is closely related to target market selection and to the choice of optimal price points for subscription fees and radio receivers. Market research commissioned by XM provides rich insights into these issues. In addition, XM management needs to figure out how to establish partnerships with the leading electronics manufacturers. A consideration of its market share and channel presence are essential to XM's ultimate success in integrating satellite radio into home and car audio systems. As it formulates its plan, XM needs to take into account the competitive landscape, primarily comprised of broadcast radio (AM and FM) that has been in existence for many years and is offered for free, as well as a second satellite radio provider (Sirius). Includes color exhibits.

Keywords

Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

Citation

Godes, David B., and Elie Ofek. "XM Satellite Radio (A)." Harvard Business School Case 504-009, July 2003. (Revised March 2004.)
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About The Author

Elie Ofek

Marketing
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Related Work

    • September 2004 (Revised August 2007)
    • Faculty Research

    XM Satellite Radio (C): The Next Generation of Radio Receivers

    By: David B. Godes and Elie Ofek
Related Work
  • XM Satellite Radio (C): The Next Generation of Radio Receivers By: David B. Godes and Elie Ofek
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