SanDisk takes on iPod
TEXT OF STORY
BRIAN WATT: Ever heard of SanDisk? It runs a distant second to Apple in the MP3 player market. SanDisk wants to take a bite out of the iPod Nano. It’s putting out a model that has double the storage capacity for the same price. Ashley Milne-Tyte looks at how this David will fare against Goliath.
ASHLEY MILNE-TYTE: SanDisk has around 10 percent of the market for MP3 players. Apple has 76.
Brand consultant Robert Pasikoff says it is possible to unseat a brand viewed as unassailable.
He says a succession of cell phone makers have done just that by introducing smaller sizes and more capabilitiesa€¦
ROBERT PASIKOFF: “The little guys have happened upon one of the expectation buttons for consumers, and all of a sudden they become market leaders.”
But exceeding consumer expectations is key.
Carla Avruch is with the Zandl Group. She says, to grab a chunk of the market, she says, SanDisk has to get creative.
CARLA AVRUCH:“Overall I don’t know if they’re offering any true innovation, so I’m not sure that they’ll be able to close that gap.”
The key to Apple’s success she says is that it’s always a step ahead of the competition when it comes to new ideas.
In New York, I’m Ashley Milne-Tyte for Marketplace.
Stories You Might Like
There’s a lot happening in the world. Through it all, Marketplace is here for you.
You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible.
Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.
