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Old 12-03-2006, 04:16 PM   #1
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Default Canada can teach us something.

Including the media and Wall Street we all scour the web and rags trying to figure out who will win the Satrad war and why. The answer is right above us.

Consider the completely level playing field of Canada for services provided by XM and Sirius. NASCAR hasn't even hit yet, and with both services starting at nearly the same time, Sirius has 120% MORE subscribers making some question if Canada can support two players.

I love Canada and have found few Canadians not to like ( my disclaimer ) . What do they know and prefer that we fail to see ? ... How can Sirius stomp the literal piss out of XM in Canada without those same results expected to be resonated in the USA as time goes on ?

--------------------------------------------------------------

Can Canada support two satellite radio services?
Published November 22nd, 2006 in Canadian Digital News and Satellite Radio.
Sirius today announced that it had 200,000 paying subscribers at the end of its first fiscal year. Last week, XM radio announced it had 90,000 paying subscribers at the end of its first fiscal year.

Canadian Satellite Radio, the owners of XM Radio Canada, has stated their goal is to have one million paying subscribers by August 2010. To achieve that goal, XM Canada needs to add about 20,000 net new subscribers every month for the next 48 consecutive months - an amount which far exceeds current new subscriber rates.

Based on the new subscriber numbers published recently, XM Radio appears to be rapidly falling behind Sirius Canada, leading Digital Home to speculate on whether the company can achieve its stated business goals and survive in the Canadian marketplace.


At the end of March 2006, Sirius and XM each announced they had about 50,000 paying subscribers. Since that time, Sirius Canada has added approximately 150,000 paying customers versus fewer than 50,000 paying customers for XM Canada.

Recent NPD Research combined with Digital Home research estimates suggests that Sirius is now outselling XM at retail by about a 3 to 1 margin which seems to confirm the numbers put out by the respective companies.

Using the released numbers, Digital Home calculates that XM is currently averaging just under 8,000 new subscribers per month. In order to achieve their stated subscriber goals and presumably earn a profit, XM needs to increase monthly sales by 150 to 200% beginning with this past September which was the first month of the company’s fiscal year.

This huge increase in sales will be problematic for XM since the company boosted the price of its monthly service by 15% on September 1st and still is not offering as many channels as its competitor.

Digital Home has difficulty imagining how a relatively small marketplace such as Canada can support one satellite radio service let alone two fierce competitors. With Sirius averaging 20 to 25,000 new subscribers a month and XM struggling, the question becomes, “Will XM Canada make it to August 2010?”
If you have an opinion or thought then visit our Will XM Radio Survive? discussion thread in the Digital forum.
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Old 12-11-2006, 04:23 PM   #2
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Probably has something to do with Sirius Canada offering more channels ( at least I still think so) than XM Canada offers. People like to see that they will be getting more bang for their buck, which is why XM in the USA is always touting their 170 channels.
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Old 12-11-2006, 08:17 PM   #3
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Quote:
Consider the completely level playing field of Canada for services provided by XM and Sirius. NASCAR hasn't even hit yet, and with both services starting at nearly the same time, Sirius has 120% MORE subscribers making some question if Canada can support two players.
both began operations at the same time which happened to coincide with the time stern hit. siri spent hundreds of millions for this marketing advantage would you deny them any benefit at all? and remember that oem hasnt started up in canada yet either. just as xmsr has the oem advantage in usa it also does in canada.

does this 'gotcha' analysis come from your two stacks of research material?
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Old 12-11-2006, 08:42 PM   #4
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I can't speak for XM but the canadian content on Sirius is very good. I am American and I listen all the time. Maybe it's just good content? Iceburg rocks, bandeapart is kickin' and I don't even speak French. In fact I don't even know what it means. lol. But I like their alternative style to what is "normal".

//EDIT although since they are Government owned XM probably has it as well.
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Old 12-24-2006, 07:08 PM   #5
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Quote:
Originally Posted by RoadClosed
I can't speak for XM but the canadian content on Sirius is very good. I am American and I listen all the time. Maybe it's just good content? Iceburg rocks, bandeapart is kickin' and I don't even speak French. In fact I don't even know what it means. lol. But I like their alternative style to what is "normal".

//EDIT although since they are Government owned XM probably has it as well.
XM doesn't have them. The channels produced by the CBC are Sirius exclusive because the CBC has a 30% stake in Sirius Canada. XM Canada produces all of its own content.
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Old 12-24-2006, 07:23 PM   #6
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I'm a brand new sat radio customer and went Sirius so I can maybe add to it from a Canadian newbie perspective.

My profession occasionally requires me to drive throughout parts of BC. All the feedback in various places, most especially Digital Home Canada, indicates that outside the major cities, Sirius has much better reception than XM.

Other reasons were CBC Radio One and CBC Radio 3. Iceberg was definitely a reason. Love Canadian rock and the station gets some pretty good reviews. ESPN Radio was a big one. The music seems mostly a wash. The NHL moving to XM next year was a negative, but I would find myself without access to the Canucks Radio network pretty rarely.

Stern was irrelevant.

The Canadian and American market are different for a variety of reasons. Most significant is our population is only 15% of that of the US spread over a larger geographic area. That means higher infrastructure costs per capita, whether it is support, service, or hardware. Also, 40% of a nascent Canadian sat radio market may not provide enough revenue to survive in Canada whereas 20% of the US market is significantly higher actual penetration in terms of total customers.

Lastly, with a few exceptions, OTA radio in Canada pretty much sucks. That will drive people to sat radio probably at a quicker rate than in the US.

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Old 12-24-2006, 07:24 PM   #7
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Quote:
Originally Posted by FlagRiot
both began operations at the same time which happened to coincide with the time stern hit. siri spent hundreds of millions for this marketing advantage would you deny them any benefit at all? and remember that oem hasnt started up in Canada yet either. just as xmsr has the oem advantage in USA it also does in Canada.

does this 'gotcha' analysis come from your two stacks of research material?
---------------------------------------

There is nothing gotcha about facts, and fact is, Sirius is 25-35% ahead of XM in Canada, very much like the retail percentage in the States, I might add.

Making matters worse is when NASCAR loads into the equation. If you think your team is getting creamed now, just wait I propose.

The only place where XM may overtake Sirius is when the consumer has no choice. This might play well in China, but it's a ticking clock here in America.

Tick, tick, tick ..... we're gaining on you.

Merry Christmas FR. I like you.

WB
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Old 12-24-2006, 11:23 PM   #8
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Quote:
Originally Posted by JohnnyCanuck
My profession occasionally requires me to drive throughout parts of BC. All the feedback in various places, most especially Digital Home Canada, indicates that outside the major cities, Sirius has much better reception than XM.

I hear this all the time from Canadian Customers. SIRIUS just plain gets a better signal. In the US it really depends where you are, but up in Canada, it's SIRIUS hands down.
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Old 12-25-2006, 01:17 PM   #9
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Signal is key.

There is always a satellite hovering over or very near Canada all the time. That means the signal is coming straight down through the trees, not at an angle.

XM on the other hand is 'parked' over the equator. With XM for example, it's western sat is barely visible on the horizon in Newfoundland. And it's eastern sat doesn't perform much better as it is also low on the horizon due to the latitude difference.
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Old 01-02-2007, 03:58 PM   #10
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Quote:
Other reasons were CBC Radio One and CBC Radio 3. Iceberg was definitely a reason. Love Canadian rock and the station gets some pretty good reviews. ESPN Radio was a big one. The music seems mostly a wash. The NHL moving to XM next year was a negative, but I would find myself without access to the Canucks Radio network pretty rarely.
I hear mixed reviews from Canadians about Iceburg. I really like it, as an American I enjoy the perspective of all Canadian artist content and the point of view the DJs have. And CBC is good. Not as good as BBC though.
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Old 01-07-2007, 10:42 AM   #11
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Quote:
Originally Posted by Whiskerbiscuit

This huge increase in sales will be problematic for XM since the company boosted the price of its monthly service by 15% on September 1st and still is not offering as many channels as its competitor.

My brother bought XM simply because it was cheaper. The radios were on sale at Futureshop and the monthly rate was lower.
But now XM and Sirius are both $15/m.
I told him, for my money I want Stern.
But I have to disagree with some people about the signal though. From what I can tell XM's signal strength is much better. At least where I live it is.
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