Move your TV programs from computer to home theater at the speed of walking.
One of my favorite (to make fun of) bits of business-speak is the phrase “leveraging our core competency.” Not content to say, “We’re doing what we do best,” guys in suits spout this lofty verbiage to inspire confidence as they draw upon their unique strength and experience. As the creators of flash memory cards, SanDisk’s core competency has long been those tiny, solid-state wafers in ever-expanding capacities, manufactured in form factors to fit just about every digital device imaginable. They pushed their products in interesting new directions, with dedicated living-room devices that read from and even record to various cards (the SanDisk V-Mate, May 2007 HT). That’s in addition to their broad and popular line of portable MP3 players, with and without video. But with Apple ruling the roost in video-software downloads, and consumers clamoring to watch their digital videos in the comfort of the home theater, what’s next?