haven't seen a company this excited about being number two in a market since Avis' old ads where the company boasted
about being second place to Hertz. But when you're up against Apple and have spent almost nothing on marketing, being
number two may be worth shouting about, which explains why SanDisk is sounding off about its second-place position in
the US market for digital audio players. Of course, SanDisk is a very distant second place: the company sold a million
audio players during the holiday period, compared to Apple's 14 million. Still, considering that the company's Sansa
players have none of the iPod's cachet, and don't even get
much respect from the Cowon/Creative/iRiver-loving anything-but-iPod crowd, number two seems like a good place to be.
But they'd better not rest on those wilted laurels for long; no. 3 and 4 are just behind them, and this market has
brought down bigger players than SanDisk -- including Rio, which was once ranked number one.