FoolNHisMoney... my figures were based on Sirius XM maintaining 20MM subs for the year... not a decreasing figure. If churn is 1.7% each month, then that will be 340K cancellations each month -- or just over 4MM for the year - which would need to be replaced. My 50% OEM penetration rate is a conservative estimate, yes. Even so, that adds in 2.28MM in new OEM subs for 2009. This leaves Sirius XM needing to bring in about 1.72MM in GROSS new RETAIL subs during 2009... or approximately 430K each quarter.
Looking back at 2008 for a moment, XM had GROSS added over 450K retail subs in the first half of the year. Sirius' retail gross should be about the same amount... so that takes the figure up over 900K in the first half. Then, keeping in mind that Q4 is typically 40% or more of the annual gross retail subs for DARS... I'll continue to be conservative because of the economy and estimate that Q4 was only 30% of the annual sales. That still puts my estimate of gross retail subs for both companies at about 2MM for the 2008.
For Sirius XM to not lose subsribers for the year -- they need to gross add an additional 1.72MM at retail, approximately. With Sirius XM doing over 2MM in 2008, can they do at least 1.72MM in 2009? That is the question.
I think they can...
Furthermore, as you noted above - the OEM figure is making 2 big assumptions... First, it assums no improvement in sales going forward in 2009; and also assumes just a 50% penatration rate on a very low annual sales figure.
Jump back to 2007... total US auto sales topped 16MM and XM was installed in about 3.5MM of them. The ramp had XM going into 4MM in 2008 and 5MM in 2009, with Sirius right behind them. With the 2009 projection of 5MM XM and perhaps 4+MM Sirius and annual sales projection of 16MM auto -- that puts the penetration at about 56%. You put that penetration rate on 9.1MM vehicles sold in 2009 -- and then a 50% take rate -- that increases the OEM additions for 2009 up to 2.5MM. Making the need at retail even smaller.
So yes, I still very much disagree with Brandon's numbers and claims.
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