SanDisk Stresses Convenience as SlotMusic Cards Debut (NewsFactor)
Patricia Resende, newsfactor.com 51 minutes ago
SanDisk is keeping good on its promise to bring music to its consumers. On Wednesday, the Milpitas, Calif.-based company, along with four music giants, said consumers this week can begin buying its SlotMusic microSD cards to be used in slot-enabled mobile phones, portable media players, computers and car stereos.
SanDisk's digital-rights management-free SlotMusic cards are preloaded with MP3 music from artists from Sony BMG Music Entertainment, Universal Music Group, Warner Music Group, and EMI.
When SanDisk first announced it would be offering the SlotMusic cards, people wondered how the company would compete in a market where Apple's iTunes Store and Amazon.com are successfully offering digital downloads. Consumers bought $6.3 billion worth of MP3s in 2007, according to NPD Group.
"Anytime something new comes to market there are naysayers. However, there was plenty of positive, too," said Eric Bone, SanDisk's vice president of product marketing.
Industry watchers also worry SanDisk is launching SlotMusic at a time when sales of mobile phones and CDs are slowing. Analysts also worried that consumers would not be ready for another music format.
"This product is not for all people and all places," Bone said. "This is for the general consumer looking for a quick, simple solution. SlotMusic cards are about plug and play --into a mobile phone or MP3 player with a slot. This is not the end-all, be-all for everyone, but it's a nice alternative to downloading or managing music that many consumers find difficult or tedious."
Tuning in for Convenience
The difference, however, may be in the price and convenience of SlotMusic. The cards have 1GB of capacity, are packaged with a USB adapter, and MP3-based tracks are played at up to 320 Kbps, according to SanDisk.
The USB adapter will allow the cards to be used with all computers, including Windows, Linux and Mac. They can also be used with mobile phones from Verizon Wireless, Sprint, Motorola, Samsung, Pharos and Nokia.
Thomas Hesse, president of global digital music for Sony BMG, said SlotMusic's form of delivery is perfect for today's consumer because it is hassle-free entertainment.
Bone said two important factors are leading SanDisk's charge to the market.
"We have tremendous support from two of the largest retailers in the U.S. and strong support from the retail environment," he said. "Real people buying real music in physical format is a great nod and an important indicator."
SlotMusic cards will be priced at $14.99 and will be on shelves at U.S.-based Best Buy and Wal-Mart stores. The cards are expected to reach store shelves in Europe in 2009.
Personal Content
SanDisk also said it has something different to offer. In addition to songs, the cards can hold album art, videos and notes chosen by artists.
Robin Thicke, for example, is using the additional space on his card to add behind-the-scenes footage, photos and exclusive videos.
SanDisk said consumers should expect additional artists' releases later this year.