Before the iPhone, Pandora was a struggling Internet radio service fighting to stay alive.
Thanks to the iPhone, Pandora’s audience doubled in a year, and now, with 80 million listeners, it’s by far the largest and fastest-growing Internet music service.
Co-founder Tim Westergren’s next horizon: the car.
By tapping into the Internet from the iPhone (and, in some cases, Android and BlackBerry phones) Pandora now can be played in many cars with special dashboard controls, including Ford Fiesta, new Minis and most new Mercedes-Benzes. Coming this year: Pandora in the new Toyota Prius V, Hyundai Veloster, new BMWs and Buick Verano.
In some cases, the phone connects directly through a jack to the car audio system, in others via Bluetooth. Prices for the feature range from $299 to $2,000.
To bring Pandora to older vehicles, auto stereo manufacturers Alpine, Pioneer, JVC and Kenwood are offering car radios that can connect to the smartphone for Pandora integration at prices ranging from $199 to $1,200.
Westergren’s goal: Pandora in every vehicle.
“We think that 50% of music listening is done in the car,” he says. “That’s a huge market that we haven’t been able to be part of.”
Car manufacturers have been looking to add Internet apps to vehicle systems for years, but it’s been more concept than reality. But the popularity of first the iPhone, then Android, “changed the strategy of car companies,” says Westergren. “It seems like they’re all saying, ‘Wait a minute, let’s just use smartphones, because everybody has them.’ ”
Pandora’s free, ad-supported, personalized online radio service creates “stations” based on your musical tastes. Tell Pandora you like Michael Buble, and you might end up listening to Frank Sinatra and Harry Connick Jr. Choose the song Just the Way You Are by Bruno Mars, and you might get “musically similar” tracks by Mars, Nelly and Taio Cruz….