What Price Should it Be?
28-Dec-92 09:16:57
Sb: #34891-What Price Should it Be?
Fm: JAN SCHWENK 70053,1702
To: Albert Dayes 70007,3615
Albert,
OUP isn't trying to "protect" anything. They are running scared and they
don't know what to do. (Analysis parallisis?) If they did, they would be
taking a pro-active stand (aggressively marketing, "right" price, etc).
Reminds me of the good old days in Taiwan (late '50's early '60's). The
book pirates had a standing policy: get them a book to pirate, they would
take it apart, use the pages as "camera ready art", pirate it, rebind your
original and give you 10 free copies. You could buy the full set of
Encyclopedia Briticannica (leather bound!) for only $25. The paper was
only two shades thicker than toilet paper (and considerably less
comfortable, the ink, you know). Think it was 26 volumes!
Now imagine, if you will, if those guys are still in business (they are)
and they decide to go into the CD-ROM business! Guess you read about the
'though police' (SPA) recently seizing fourteen 40' trailer loads of bogus
MS-DOS complete with holograms (you can buy the holograms in China for 2
cents each – the whole works costs a bit more).
If you were OUP, wouldn't you be concerned? Bringing the dictionary out on
CD-ROM is better than "camera ready art". A CD-ROM is a perfect
"pre-master" for production. Things are in their (OUP) favor, if only they
can realize it. Taiwan could (probably still can) produce a 24 volume set
of the encyclopedia and sell it profitably at $25 while everyone was
absolutely uncompetitive. Taiwan, however, will cost just about the same
to produce a CD-ROM (they lose the mega advantages in price of costs). If
OUP priced it reasonably, the pirates would buy from them!
When will they ever learn?
Jan