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TuneIn on Samsung Shape: reinventing radio and consumer behavior

Samsung, whose products increasingly foster the untethered lifestyle, has come out with a wireless home sound system called Shape. It is so-called because the shape of Shape is … shapely. Most reviews compare Shape to Sonos, which, while nicely shaped in its own right, similarly streams Internet radio and locally stored music throughout a home. Both systems hook into the home’s WiFi, are controlled by smartphone apps, and can multitask — which means different rooms can hear different streams, playlists, albums, etc..

The smartphone app which serves as the remote control for Shape comes with a few services pre-installed: Pandora, Rhapsody, and TuneIn. Those selections niftily cover a wide service spectrum: Pandora for pureplay Internet radio; Rhapsody for subscription-only interactive music collection; and TuneIn for aggregated terrestrial radio stations.

That last point is the most interesting — in a device that resembles radio, and is meant to replace the radio set as a household appliance, AM/FM is represented by a digital streaming platform.

As such, Shape (and Sonos, which also makes TuneIn easily accessible), position AM/FM in the life of a mobile-centric, lean-in consumer. Shape and Sonos are receivers of a sort, but the received medium is an Internet signal over WiFi, enabling a incongruent mix of formats: downloaded songs stored on a computer (or in Amazon’s cloud service in the case of Sonos), playlists maintained on a discovery service (Rhapsody), IP-delivered AM/FM webcasts, and — crucially — time-shifted radio programming (both on TuneIn).

Shape and Sonos encourage users, and force programmers, to think of consumable content as liberated from rigid delivery formats and schedules. Audio is granularized and liquified. In one RAIN household, TuneIn is used primarily to hear NPR program podcasts, detached from the original broadcast schedule. That use is gradually displacing radio sets.

Products like Shape, when paired with new content platforms like TuneIn, strive to reinvent not only technology (in this case radio), but also consumer behavior, while preserving content programming, and even improving access to it.

Brad Hill

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