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 I assert my C3 over the marketplace that exists inside of me. I, like most people, have my own weighted C3 (convenience, control and choice) algorithms that exist in my head. Certain things are simply more important to me than they would be to somebody else. Its not really important how we calculate our own C3 settings - it's just important to note that we have our own independent ranking systems in which one C is more important than another.
I had an interesting conversation with Walt Mossberg as we happened to bump into each other at an early pre-conference breakfast in Tel-Aviv recently. He is a smart and engaging man and I'm not quite sure that I've ever run into anybody as tech savvy as Walt.
He said he had attended my presentation and wanted to address one of my points. He wanted me to know that the technology inside the iPod was far superior to other MP3 players. You see, in one of my presentations I start heading in a direction that addresses the proliferation of technology and how it has redefined the way we talk, and the way we listen, and the way we act. Then, I kind of bring it back to basics with a slide that speaks to the importance of having a power brand. The normal example that I use states:
 An orange is an orange…….
Unless that orange is branded…….
In which case it is a Sunkist orange
In this case Sunkist can get a premium price as compared to other oranges that come out of the same exact orchards. The slide is intended to address the notion of brand equity. That little label and what the branding represents allows Sunkist to sell their exact same orange at a premium price.
Before I jumped onstage I realized that Sunkist oranges don't exist in Israel so it wouldn't have been a relevant example. I immediately went to replace the slide of the orange with a cup of Starbucks coffee. However, when I did a little research I found out that Starbucks had failed miserably in Israel. So, that wasn't going to work either. I finally decided to go with Apple and the iPOD. The new slide stated:
 An MP3 player is an MP3 player……..
Unless it's branded……….
In which case you've got an iPOD
My intent here was not to get into the nitty gritty of the technology, but just to get people to realize that there was one brand/product that stood head and shoulders above the rest. After all, for most of us the iPOD revolutionized the way that we thought about our digital content. My intention was not to say that all MP3 players are alike, or that this is a parity space... Clearly, certain devices are better than others.
If one was to view the slide as a technology expert then Walt's point was absolutely correct. The iPOD's technology makes it a more sophisticated device than the others. Does that mean that everyone will continue to buy the iPOD?
In short - NO! Many of you may know my iPOD saga regarding the dead batteries etc. It simply became too painful to own an iPOD. As Walt and I were talking I reached into my pocket and took out my new Sirius Stiletto. I told him that this was my kind of device. Walt replied with a few comments about how the device was inferior to the iPOD. He pointed out that it had a lot less storage etc. Again, there is no arguing with the king of technology - not that I had any intention of doing that anyway. I simply asked him how much pain I had to go through with the technologically more sophisticated device before I would change my purchasing habits, and for that matter - how much pain was the rest of the marketplace willing to take? One thing I've noticed in all my travels is that as you are banging your iPOD against the airplane seat you will undoubtedly find someone that has their own painful iPOD story to tell. Which always makes me wonder when the iPOD's reign will be over.
 I pointed out that for me the Sirius was a better device because it offered me more C3. I really don't always want to know what song is on next, which is why I love the satellite radio feature. I do like to store some MP3 songs, and occasionally I use the wi-fi features. Walt asked me if I liked the fact that others were selecting which song I would listen to next. Honestly, yes - sometimes I do. There are so many radio stations that cover every possible genre that when I choose a station I am fairly certain the majority of songs will be ones I enjoy from that particular genre/era. Don't get me wrong, I still love the pre-selected song lists we all create, but sometimes I want to be surprised. I can be surprised with my Sirius Stiletto. That makes me feel good.
When Walt and I were done talking I had a quick chuckle because I had just inadvertently asserted a point I often make when I speak about technology. A piece of technology can be the most sophisticated thing in the world, but if it doesn't enhance my lifestyle, then it isn't for me. I like the fact that I have more options with my Sirius device because my track record indicates that I don't need to carry 80 GiGs of music with me at all times.
 When this line of logic comes up my mind will often drift to the Beta / VHS battles of the 1980's, and the newer example of the Nintendo Wii. Beta was by far the better technology, but VHS won. For me, and for most, it's about what meets my needs and not what is technically the most sophisticated device. If technical sophistication was the holy grail then I'd never be able to drive my 1973 Land Rover series III A. The darn thing doesn't even have air conditioning or a radio for that matter.:) You couldn't give me a new Land Rover, but they're going to have to dig a hole big enough to bury me in my Landy. C3. It rules.
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