The Case of ReignCom in MP3 players

ReignCom, a Korean venture firm, started as an ODM provider to Santa Clara-based Sonic Blue. It now sells its own iRiver-branded flash memory-based MP3 player…

Their success in MP3 players symbolizes a proactive design approach by leading what market wants. ReignCom knew it had to differentiate products by design because MP3 player itself was not a technologically demanding product. They outsourced its branded MP3 player, iRiver to Palo Alto-based design firm, Innodesign led by a Korean-American, emphasizing the importance of emotion and passion in great design…

ReignCom’s success also stemmed from a unique marketing approach in designing and developing MP3 players…

Note: A detailed analysis on this topic won’t be shared due to the proprietary nature of the content.

The Korean MP3 Player Industry

Korea has exercised the fast follower strategy in the electronics industries such as TFT-LCDs and mobile phones, there was one field in which they made the world’s first product, MP3 Player. The Korean often lament their high royalty payments to the U.S. companies for their products in semiconductors and mobile phones. The MP3 player case is unique in that Korea had a patent and made the world’s first product, yet they blew a golden opportunity in establishing them as innovators big time. Furthermore, the MP3 player represents how Korean SMEs can compete against chaebols by taking an early lead in the new growth market with compelling products of fresh ideas…

Note: A detailed analysis on this topic won’t be shared due to the proprietary nature of the content.