It's called marketing

Why is the iPod successful? It's not the technology! iPod is a well-designed, easy-to-use product supported by brilliant advertising in a competitive field of techno-devices supported with techno-babble.

Good Morning Silicon Valley reports "Creative CEO Sim Wong Hoo is choking down a nice big plate of crow this morning. Back in November, Sim slagged Apple's flash-based iPod shuffle as a non-starter. That's a four-year-old product. So I think the whole industry will just laugh at it.'

Well, the industry may be laughing at the shuffle, but the market isn't. According to Merrill Lynch, the shuffle, which hasn't even been available for six months yet, has already claimed a 58% share of the flash-based digital media player market. And that's in spite of what Apple CFO Peter Oppenheimer described as being 'supply-constrained in March.'

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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