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NextRadio App ‘Buy’ Button Gets Attention at NYMRAD

FM capability to be preloaded on “millions” of Sprint smartphones

From L: N.Y. Times Tech Columnist David Pogue; Joe Puglise, NYMRAD Chairman and Clear Channel N.Y. Market Manager Joe Puglise; Sprint Corp. VP, Product David Owens; NYMRAD Executive Director Deborah Beagan; Columbia Records EVP/GM Joel Klaiman; Emmis Communications SVP/CTO Paul Brenner and RCA Records EVP/GM Joe Riccitelli.

The New York Market Radio show touted the possibilities for advertisers, broadcasters, consumers, device makers and carriers with the presence of the NextRadio app on new Sprint HTC smartphones.

The event was part of Advertising Week last week in New York.

While the Emmis-designed app now comes on new HTC Sprint smartphones and can be downloaded on some older HTC models, soon, “every device we launch will include the NextRadio app,” said Sprint VP Product David Owens during a panel discussion. He promised that “tens of millions of [Sprint] smartphones will be preloaded with the NextRadio app,” according to an account of the event provided by NYMRAD.

Owens highlighted the interactive elements of the platform, specifically pointing out real-time benefits, such as a consumer texting a friend what song they are listening to at that very moment and text-to-win-tickets options.

A panel discussed how the NextRadio app can increase music sales in addition to exposure, and how the revenue-generating capabilities apply to other advertising categories. RCA Records EVP/GM Joe Riccitelli noted the power of the “buy” button on the NextRadio app, and Emmis Communications SVP/CTO Paul Brenner referenced location-based advertising, couponing and click-to-route features.

See the full panel discussion here.