Why the iPod succeeds but other MP3 players don't

Desktop: iPod Blue
Originally uploaded by cdharriѕon.

We can use Maslow's Hierarchy of Needs to investigate the appeal of the iPod by deconstructing the total consumer experience of Apple's iPod system (hardware plus pc-based iTunes plus iTunes Music Store plus accessories) into the affordances for Function, Reliability, Engagement, Personality and Iconic meanings.

We can look at different types of consumer, how they use elements of the total system and how they qualitatively rate features and functions in the broadest sense, at a functional and emotional level:

I want it when and where I need it

I want to be able to rely on it

I want it to be simple and easy to use

I want to like it and relate to it

I want it to say something about me

We can list the output of conversations with consumers on the consumer side of the Design Pyramid, ending up with something like this....

We can subjectively rank the comments to decide whether we deliver the requisite level of meaning at each level... maybe along a scale from "does it poorly" through "does it well" to "exceeds expectations". Furthermore we can look at competitive offers and plot the consumer response to those... plotting the (qualitative) results so.....

We can carry out a gap analysis of our product against the competition and decide where we have scope to improve the consumer experience and where we must not degrade the experience, setting targets for the next product or service iteration. Using the other sides of the pyramid we can discuss and decide what technologies, primary packaging (external shape) and communications strategies will lead to another winning product. Apple's iPod comes out as a well-balanced iconic experience; a few years ago Sony had an iconic product in the Walkman tape cassette player. This blog from Ken Ollings blog sums up their dilemmas in the MP3 player marketspace. Sony's product strategy called Sunrise/Sunset is an eight-step process from market creation, penetration, domination, expansion, saturation.

Ken Olling's picture of Sony players looks like the market saturation phase of the Walkman (see below) illustrated in the book Digital Dreams. Maybe Sony was fooled by where the system market actually was rather than the product market and so did a product saturation strategy rather than a system penetration strategy, they tocked when they should have ticked!

Remember.....

I want it when and where I need it

I want to be able to rely on it

I want it to be simple and easy to use

I want to like it and relate to it

I want it to say something about me

… and I want to love it!

Comments

[ken olling]

Thanks for the kind words and link to my article. I try to do my best at keeping a fair hand while still being critical enough to make a difference. I think part of my reason for writing that article is that I have/had good feelings toward Sony and saw them turn a bit sour. But I'm still hopeful!

The post you are referencing was my first attempt at blogging, I have since taken the meaningful article from that blog and placed them in my permanent person blog home.

You can find the Sony article here now.
http://www.meld.com/ken/with_love/a-difficult-time-for-sony/

Thanks,
ken

[Cheap Laptops]

Nice informative article which proves to be more specific to its topic........