3. Vision People want customized information while driving: Aha has created an audio publishing platform that: Filters and optimizes Web content Enables the first driver-to-driver network
5. Solution: Custom Audio Channels Customized, interactive content from the Web and fellow drivers The only safe solution in a car Nearby Traffic Driver Rants Caffeine Hungry Car-aoke FB Wall Football Chatter Bathrooms
6. Enabled by Aha’s backend platform Web, other content Individual preferences Location-based optimization Driver-to-Driver Voice Network Aha Audio Publishing Platform Fun, informed, distraction-free driving
7. Based on unique IP User-generated notes integrated with location-based application Predictive search
8. Target Market Time-starved commuters and household chauffeurs 25-54 years old, 60/40 M/F Comfortable with new technology, products Spend >1 hour per day in their cars Roll-out 2009 | 2010 | 2011 | 2012
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10. Advertising to these consumers is a $16B/yr marketYet this market is dying to be reinvented No ROI metrics, accountability—major advertisers asking for proof No geographic targeting
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12. Traction Backend platform created, core IP developed, patents filed Launched initial app nationally on iPhone Sept 30th Tens of thousands of usershelping to optimize platform Launching Shout Room audio/voice app in Dec Targeting Android in early 2010 In discussion with automotive and CE companies about integrating with products in 2010-11
13. Experienced Team Robert Acker, President & CEO SVP, Marketing at Dash Navigation (acquired by RIM) VP of Rhapsody Music Services at RealNetworks XM Satellite Radio founder (first employee) and VP of Marketing and Product Development Max Massimilo, VP of Engineering GM of eBay's mobile commerce business Started Kijiji, eBay's global classifieds business President and CEO of Consumer Review Rafael Saavedra, VP of Technology Motorola Navigation SW Architect Navigation, mapping consultant to deCarta, Qualcomm, Dash
14. Ask Carriers interested in launching a uniquely safe driver experience Handset manufacturers interested in creating a best-in-class, integrated experience Advertisers/agencies that want to directly target drivers with intent and send them to your businesses Strategic and/or financial investors that want to get in early with a major platform that will fundamentally change how drivers interact
My name is Robert Acker and I’m CEO of Aha Mobile, which is focused on safely connecting drivers to the world around themI was most recently the SVP of Marketing at Dash Navigation. One of the things I learned there was that people in their cars wanted to be better connected to other drivers and information they were used to getting outside of the car. I was also a founder and head of product development and marketing at XM Satellite Radio, where we got millions of subscribers by making the experience as simple and safe to use as an old fashioned car radio. I wanted to create a company that provided that connectivity to drivers, but did so in the only safe way possible—around audio.
And in the process own their mindshare
When I was at dash I realized that, while consumers were all used to accessing all kinds of information outside of their cars, there was no way to easily access important (to the context of driving) information inside your car on things like restaurants, bathrooms, etc. and no one was focused on that. Also, I knew from my experience at XM how slow automakers were to adopt (where we set a new precedent with a 3 year implementation). When the iPhone came out I realized that there was now a way to test and optimize a solution while demonstrating it to automakers in order to realize the bigger vision of implementing it directly in automobiles, significantly shortening the development cycle.Cars were also not connected in the past, but that is changing rapidly. ~10% of new cars in the US are connected today (with services like OnStar) and 100% of new cars will be connected by 2013, most with connection plans built into the price of the vehicle for the life of the warranty. a key missing piece was the ability to access information inside your car
Tons of content available through APIs that would be relevant to drivers, but is not optimized that way.Revolutionary shift in time to market for vehicles using smart phones (was 3-5 years, now < 1 year in some cases)
Filters Web content based on personal preferences, current location and speed/directionCall out peer-to-peer nature of content, UGC
I am very familiar with this target market, since it is the same group I sold millions of radios to while at XM and then targeted again while at Dash.
When consumers aren’t listening to the radio, they are often listening to their iPods.On average, US travelers aged 19 and older spend 18 hours and 31 minutes on the road each week. (The Arbitron National In-Car Study, 2009 Edition)2. Radio Advertising Bureau (original source:Mediamark Research & Intelligence LLC, Doublebase 2009)3. 2009 forecast from MAGNA, 10/13/09 (www.rbr.com/media-news/advertising/17725.html)($1.091B Network & Sat Radio + $12.971B local radio) x 70% + $6.075B outdoor = $15.918B)73% of consumers listen to their car radios on wkdysRadio advertising has not seen the decline that TV has93% of Americans aged 18 or older listen to an AM or FM radio station for five minutes or more during an average week (Arbitron Radio Today 2008 Edition)
Low cost, flexibleWe have multiple revenue sources. With audio advertising we have an unfair advantage: Everyone is used to listening to the radio in their cars and when they have their hands on the wheel and we insert a short 10 second, targeted spot in an audio channel it isn’t worth the time to try to change it. We also will bring targeting and measurement to car audio advertising since we know who it is, where they are, and if they act upon the ad. CPM’s will be comparable to the $10-$40 that Apptera, Jingle Networks, and Voodoovox get for in call (eg free 411) mediaVersus mobile advertising rates of ___ CPC, or ___ equivalent CPMCustom shout room implementations include first responder, military
