Digital music players

IBM develops MP3 players for a manufacturing company in China
IBM designed a variety of new and differentiated MP3 players that delight customers in a highly commoditized market.

Business need
Many companies make MP3 players. In a market saturated with devices, a manufacturing company in China sought to sell MP3 players that would be differentiated and appeal to the growing segment of affluent Chinese customers as well as to enter international markets.

Solution
The manufacturing company chose IBM Design Consulting Services for product design and customer-experience design.

The IBM team of designers analyzed the Chinese marketplace, including all of the existing features that were available on MP3 players in Chinese retail stores. Team members observed the purchasing environment, and gathered information on demographics and the decisions that customers typically make when selecting MP3 players to purchase. The team also determined what MP3 market leaders were doing well and what their weaknesses were.

Areas for possible differentiation included:

	Overall product simplicity
	Methods for disabling the controls for easier carrying
	Easy recharging
	Gender focus
	Cable management
	Cultural references

The IBM team demonstrated new ideas through a set of design models. Here are some examples:

	Riverstone: a device the size and shape of a river-polished stone. Riverstone is ideal for sliding in and out of a pocket or bag. For transport, the control section flips upside-down. When the controls are on top, they're active. When rotated to the disabled position, the controls are out of sight — a natural reminder to the user that they're disabled. The charger is in the shape of a rice bowl — a familiar form in the Chinese culture. The user can gently drop or slide the MP3 device into the charger, and the device will center itself naturally, aligning the contact points.
	Pendant: a device for young girls that can be worn as jewelry. This small, rounded triangle pendant hangs on a cable necklace. Interchangeable covers come in a variety of colors. A subtle cable extends from the back of the necklace to earphones. Operation is simple. Instead of buttons, the user presses the sides of the device.

Benefits
The designs for the new MP3 players provided these benefits:

	Differentiation in a highly commoditized market
	Customer satisfaction
	Well-designed products that elevate the customer decision from, “Which has the best price?” to “That’s the one that I really want.”
	Increased profit margins