Insight Community

Apple for the iPod
Vision: 8 
Ability to Execute: 9

Microsoft for the Zune
Vision: 5
Ability to Execute: 7

Creative for the Zen
Vision: 7
Ability to Execute: 6

Samsung
Vision: 3 
Ability to Execute: 6

Archos
Vision: 6
Ability to Execute: 4

Sony
Vision: 5
Ability to Execute: 7

My rankings are based on my reading of the terms 'Vision', which I've taken to mean both 'forward-thinking' and 'insight into culture and consumer practice'; and 'Ability to Execute', which I've interpreted as both 'design and manufacture' and 'successful implementation of the vision'. As such, it is easy to see that Samsung is a trend-follower, rather than a market leader in this field  -- but they do a better-than-average job of manufacturing consumer-friendly units. More subtle nuances of the overall value of these brands are not included, such as market penetration (though Apple scores very highly in this regard) and consumer satisfaction. Archos and Creative are both very successful brands that have a high user satisfaction, whereas while Sony are understood as a music technology brand, their current marketing places them more firmly amongst mobile phone manufacturers in many consumers minds. I have, however, taken care to weight these rankings in terms of the parent company's stated position on Digital Rights Management and interoperability (included in the 'vision' score), their actual implementation of that position -- and their approach to aesthetics, user interface design and audio fidelity (this last being an area where, interestingly, Sony and Creative both score best).

Apple for the iPod: 9 & 7

Vision is traditionally defined as seeing where the market will go. Steve Jobs is often called a visionary. However, I would define Jobs as a market leader who decides where the market will go, not predicts. The innovative, holistic approach to digital music allows Apple to move the market. As for their ability to execute, Apple receives high marks for the iPod, but not Macs. The now iconic marketing was just as essential as the technology. This is something Microsoft does not understand.

 Microsoft for the Zune: 6 & 3

Where Apple negotiated DRM which is hardly noticeable to most users, Microsoft crippled its player with restrictive sharing features.  Where Apple came early to the high-capacity music player field, Microsoft arrived late after several iterations. Microsoft saw music players as the same as PCs - platforms. Software only solutions make sense in a stationary product with many uses, but MP3 players need hardware to be coupled with software. The Zune does this, but from all accounts has been riddled with poor software and bulky hardware. Execution makes sense only in the fact that Microsoft killed the product before it got anywhere. They beheaded the Zune by limiting sharing, designing a confusing/inane marketing campaign and not leveraging Vista.

Creative for the Zen: 6 & 2

Creative has the chance to position themselves as high end devices. The larger capacity Zen players with large screens and multi-media could become highly sought devices, but Creative refuses to differentiate themselves. Leave cloning iPods to Microsoft who can gain market share through brute force. Creative needs to be nimble. The UI & design of the devices is good but remain irrelevant due to the iPods market position.

Archos: 7 & 5

Archos comes close to the Creative I would like to see. Their high-end products are not competitors with the iPod in the same vein as the Zune. However, my experience with them has been frustrating. The need for more user-friendly UI and sleeker design is high. I also would like to see them compete in the home media and provide a unified platform of integrated entertainment.

Sony is, I fear, irrelevant. I am passionate about digital devices and cannot name one of Sony's. I do know the reputation of their ground-breaking video cameras and, perhaps, some integration with that industry would differentiate them. Their vision and ability to execute are below 3. 

             &n bsp;            &nbs p;            Vision            &n bsp;  Execution            Comment

Apple           &n bsp;            &nbs p;      5        ;             & nbsp;   10                       Apple did set the course of the industry, by adding some features and coming up with a packaging, even though they did not invent any of it. Vision is not very advanced, really.

Microsoft             ;             & nbsp;3            &n bsp;            4             & nbsp;          Microsoft has just been a "mee-too" player with the Zune, even if they did add some features. But they are not "must-haves", and there is nothing which says where the device will go next.  Also, it is not in stores in Japan in the same way as other players.  

Creative                         &n bsp;  3                &n bsp;         7             & nbsp;          A solid factory for nice gadgets, they are not the place where you go to find out what comes next.

Samsung            & nbsp;            2&n bsp;            &nbs p;            8             & nbsp;           Samsung is visionary in other areas, here they are a factory churning out players.  

Archos            &n bsp;            &nbs p;   7           ;             & nbsp;  6          &n bsp;            &nbs p;  Really cool and clever stuff but a hard time getting out to the market.

Sony            &nbs p;                    7       & nbsp;            &nb sp;     7       &nbs p;                   Missed the train on the iPod and has not really got its act together on walkman phones, but building in noise cancellation was a masterstroke. And you would still look to them for the next generation.