Who doesn’t love recycled cliches? Clearly I don’t and neither does Dell which is rumored to be releasing the fifteenth coming of an iPod killer in the Dell DJ 2.0 (name made up). Unlike past incarnations, this version of the DJ will utilize technology from a company I was impressed with a few years ago, Zing.

Zing provided the back-end connectivity for the Sansa Connect which facilitated communication between the device and Yahoo Music (RIP). The company seemed to be going places until it was acquired by Dell and nary a peep heard about it since. At the time the acquisition was curious - why would Dell, out of the MP3 space buy a company that provided this connectivity? Now the answer is becoming clear.

The reason Apple’s competitors falter:

1. They are only as good. Apple enjoys a 70%+ marketshare and a 95% satisfaction rate. You cannot compete with that by offering similar products at similar price points. You will not succeed.
2. They have no content. Creative Labs, iRiver, Archos, and others create interesting products but have no direct relationship to content or to music management software. The relationship between iTunes and iPod is a key to success and no one has been able to replicate that and those that have tried have failed. Does anyone remember the SamsungNapster player? I didn’t think so….
3. There is no effective use of new technology. The Zune and the Sansa Connect beat Apple to the connected device game but failed to deliver a use case that compelled users to buy. Sandisk required a Yahoo Music subscription to access content and Zune failed to allow remote download and discovery of content even for subscribers. This left them competing on the same featuresets as the iPod and for more on that - see #1.

However, many music services are fighting for their lives and competitors to Apple continue to flounder creating conditions that demand a paradigm shift. Connectivity will provide such a feat. Apple lives off the ala carte model and seemingly has no plans to change anytime soon. If Dell can use Zing to offer connectivity to free (Pandora, Last.fm) or subscriptions content - perhaps offered for free with ad suport (Rhapsody, Napster) they could create an interesting alternative to the iPod. Especially if it is cheap.

For Dell to succeed it must:

1. Link to free content. Without free content, adding WiFi and content partners is meaningless.
2. Offer a killer UI. Navigating through multiple services and libraries will confound users unsure of what music they have access to, what is streaming, what they have to pay for, etc. Take a cue from Verizon’s media manager software on how to effectively manage multiple sources of content.
3. Make it upgradable. As new content partnerships become available users should have access to their service. Conversely, users should be able to delete services they aren’t interested in to make the experience more personal.
4. Add Social Networking. One thing the iPod lacks is social networking around music. Allowing users to (insert gasp here) share music or playlists would be interesting. Although the Zune alreadys offers some of this and has failed to catch-on as a must have feature.
5. Don’t call it a DJ. Worst. Name. Ever.
6.  Consider cellular connectivity. While business models are not yet vetted, following the Kindle’s lead would separate theNot DJ from other devices on the market by offering truly pervasive connectivity. Even the iPod Touch can’t do that.

Even with these features can Dell really compete? Honestly, probably not. Dell does not have the cache or the cool factor of Apple.  Connectivity - the last bastion for competing with a disconnected iPod is slowly disappearing as the iPod Touch sets an example of where future iPods are likely headed. With a platform now open to applications such as Last.fm and Pandora the reason to buy a competing device becomes questionable.

Dell’s new DJ will not be a great underdog tale like Rocky, an unknown competitor upsetting the champion. Instead Apollo scores a quick knockout this fall when new iPods are released.