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SmartRadio Logo Aims to Help Europeans Make Sense of New Platforms

Organizers call it an important development in the radio ecosystem

A new logo program is intended to help consumers in Europe make sense of the proliferating number of radio technologies.

The SmartRadio logo will appear on devices that provide access to radio stations through analog FM, digital DAB+ and over the internet via Wi-Fi. The products must support all three modes to use the logo, which is meant to help consumers easily identify such devices.

The announcement came from technology provider Frontier Smart Technologies and by consultancy Science Group. Listing the benefits, they quoted Mark Huijsmans, director of product marketing at Roberts Radio, saying, “The SmartRadio logo will help consumers understand the true benefits of the product and is less confusing than the current diverse terminology: digital radio, hybrid radio, internet radio, connected radio and many more.”

They said the plan supported by consumer electronic brands selling to European markets including Blaupunkt, Dual, Grundig, Hama, JVC Kenwood, Lemega, Lenco, Majority, Medion, Philips, Pure, Roberts Radio, Ruark Audio, Sonoro, TechniSat, Teufel, TT Micro, department store John Lewis & Partners, as well as Frontier Smart Technologies.

[Read: Hybrid Radio Breaks Out]

“The consumer audio market has a range of product categories which can overlap, creating confusion for consumers as to the difference between products marketed as radios, smart speakers, internet radios or media streaming devices,” they announced.

“Recent consumer research commissioned by Digital Radio UK concluded that 87% of consumers planning to purchase a radio would be likely to buy a radio that combined FM, DAB and delivered services via the internet. The most popular term that would encourage a purchase when compared to other options was SmartRadio.”

They drew the analogy to success in the television market with “smart” TVs. They noted that with “smart” receiver products, radio stations are always available regardless of whether the station is coming from the internet, DAB or FM; that thousands of stations around the world can be accessed; and that radio service is enhanced by content such as podcasts and on-demand music streaming. Also, the products can receive over-the-air software updates.

Frontier said products using its SmartRadio platforms are expected to be available later this year.