Jupiter: SanDisk's Folly

Michael Gartenberg posts his thoughts on SanDisk's efforts for putting protected content on memory cards at the Jupiter Analyst Weblogs. He opines:

Let's see, instead of a cheap CD, I instead pay a premium for a memory card that is easily lost or broken and heavily copy protected? One of the reasons portable music players are popular is they let consumers take all their stuff with them in one handy place. The last thing I want to do is carry around a load of memory cards with me. Can't see anyone who would think this a good idea on the consumer side of the equation. Look for this one to die quickly.

I agree with Gartenberg that SanDisk must be crazy thinking people will pay a hefty premium, while getting very little in return, but I still think there is a potential market for pre-recorded content on memory cards. Just not at those prices.

Many in the prime target audience have grown up on the Game Boy cartridge model so carrying memory cards might be a natural evolution if the price and usage model is right. Also most cell phones and devices have limited onboard memory, but are more frequently being equipped with memory card slots. The concept of distributing pre-recorded content on cards starts to make more sense if you take this in account, again if the price and usage model are right. Companies are already testing the business model, such as EMI and Cellphone Warehouse in the U.K. issuing pop star Robbie Williams greatest hits plus extras on a memory card, so we'll see what sticks....