Apple unveiled a new gizmo, iPhone, two days back. Amidst all the hoo-la-la, I could not help thinking about another company that could potentially enjoy the same status as that of Apple.SanDisk, the Milpitas-California based flash memory giant.
With access to numerous fabs and a strong brand name in Flash Memory cards, what prevents SanDisk from attaining the glitz and glamor that Apple takes for granted? Is it SanDisk’s narrow vision in making cheap products or is it that SanDisk views the consumer electronics market only as a secondary playing field? This is a tough question to answer if we take into account the past actions of SanDisk.
A year after launching its line of MP3 products into the market, SanDisk claimed the second spot in a segment that was dominated by a number of veterans such as Creative and Philips. Although the gadgets were not as appealing as the iPod or the Zen, the relatively low pricing and a feature heavy design put an MP3 player in the hands of the common man. The strategy filled the demand void left out by the iPod and the other players, catapulting SanDisk to the #2 position.
Last year, rather than focussing its energy on harnessing the future potential of a growing consumer base, SanDisk took a step in the wrong direction. Some overzealous executives at SanDisk thought that the best way to beat Apple to its game would be by publicly renouncing Apple’s dominancy through a smear campaign aimed at iPod users. What a disaster! Not only did this campaign alienate iPod users (some sweared never to buy or use a SanDisk product again!), but also left a good number of prospective buyers thinking that the iPod is, in some way or the other, a superior product (why else would SanDisk indulge in such a campaign?). Eventually SanDisk pulled the plug on its ‘iDont’ campaign citing the decision as an inexcusable mistake (no statements were made public though!) .
The second blow came with the launch of Zune. In the first week of its release, Zuene claimed the #2 position leaving SanDisk to ponder over what went wrong and how this could have been averted!
An in-depth analysis of SanDisk, in totality, yields the notion that this company, despite some bad moves and cheap products, has a huge potential. As we shall see in my part II of this blog, SanDisk cannot be dismissed so easily.