According to a new report, Fender is looking to further expand their work into digital realm in order to decrease the rate at which new guitarists are quitting the instrument.
As Tech Crunch notes, a very large figure of 90% of fresh guitar wielders drop out during their first year, and the company sees new digital tools as a proper way of getting the newbies engaged and ultimately increasing the number of clients.
CEO Andy Mooney stated: "We have a problem getting the consumers who buy their first guitar to commit for life. We just need to reduce abandonment of first-time players by 10% to double the industry."
To reach its goals, the company hired Ethan Kaplan as the new Chief Digital Products Officer. The man shared plans of using digital technology such as apps to ease "the journey from being a beginner to intermediate to being an advanced player."
At the moment, Kaplan is building a new tuning app, with more tools yet to come. The company's focal point is to make their product different than the competition by utilizing an array of personalization tools.
The report reads: "For example, if the tuner knows what kind of music you like, it could recommend different tuning configurations to try. Or if it knows what you're tuned to or what chords you know how to play, it could suggest tabs for songs you'll be able to quickly learn.
"If Fender's apps can hear your play or at least know how frequently you do, it could recommend you buy new guitar strings or one of its effects pedals. Shortcuts from app to app to products could keep players in the Fender ecosystem."
Ethan pointed out: "It's not just about making a tuning app, then another app, and another. It's about how do we build a product that does something more and enables the overall journey, not just the utility. It looks like the ties that bind a bunch of products together."