Already the second largest in a category dominated by Apple, SanDisk today slashed prices for several existing players and announced a new Flash player with double the capacity of the top-selling iPod Nano — part of the company’s aggressive campaign to win more market share in the digital device category. SanDisk’s market share tripled year over year to 9.7 percent in 2Q06, so far largely at the expense of other Windows-based players. Apple continues to own some 75 percent of the market, just as it did in 2Q05, according to NPD. The moves were first reported in the WSJ, where CEO Eli Harari said: “The battle for us was to establish ourselves as the clear No. 2, to distance ourselves from Creative, Samsung and Sony. … The barrier to entry is not as high as Apple would have you believe.”
The 8G Sansa 280, suggested retail $249, has a slot for a 2G microSD card, which would give it a total capacity of 2,500 songs. It also has photo and video capability and lots of other features but the small size, the large flash memory and the price are the real competitive points. Release.
SanDisk also is competing with Creative’s favorably reviewed new line of players and, indirectly for now, with a player yet to be launched — Microsoft’s Zune.