By Marla Backer

Emerging Internet radio and digital media platform StationDigital (SDIG) recently introduced version 2.0 of its streaming service to improve the interface and customer experience. The upgrades are intended to make it easier for users to find, tag, and enjoy StationDigital content, among other improvements. The company is enthusiastic about the user metrics since version 2.0 was introduced on March 20 and believes this is another element that increases the competitiveness of the service.

As StationDigital looks to expand and gain further traction with users, the company also recently announced that Microsoft has approved its concept application for inclusion on the Xbox platform and that the service will soon be available to Amazon Fire TV users, as well.

Having introduced the next-gen version of the platform and with the recent hiring of a new Chief Advertising officer, the company also intends to increase its promotional efforts for the service. Last month, StationDigital engaged John Salley, a former basketball player who is also an actor and producer, as a special consultant to help boost the StationDigital profile. The company has several additional upgrades planned, including making it easier for users to share their music through social media. In addition to being a value added tool for users, we believe this could also be a way for users to market and promote the service. The company intends to implement the social media integration to enable users to share what they are listening to with friends in real time and also learn what their friends are listening to, along with the ability to post comments about the content.

Management believes that innovations such as its multimedia strategy, focus on driving advertising, rewards program and online store position it for rapid user base growth, as it raises awareness of the service. Version 2.0 incorporates the SD listener rewards program, which management expects will be a key differentiator to improve user loyalty and stickiness. The streaming media and OTT niche is still young enough, we believe, to reward an innovative new entrant as the overall market expands.

We are optimistic about several recent initiatives StationDigital has made, including launching version 2.0, the expected integration with the Xbox and other platforms and the recent hiring of an experienced Chief Advertising officer.

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