[opendtv] Re: 20060117 Mark's (Almost) Monday Memo

  • From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
  • To: <opendtv@xxxxxxxxxxxxx>
  • Date: Tue, 17 Jan 2006 16:58:37 -0500

John Shutt wrote:

> It seems to be a contradiction to me when on the one
> hand you say the Accuran was a well kept secret, then
> on the other hand say they flew off the shelves.

I don't know about you, John, but I had no idea that the
Accurian, even at its original $249 price point, stood
out in any way compared with the 3rd gen competition
on store shelves. I didn't even know it existed, as a
matter of fact. You would think that RS at a minimum
would advertize them on OTA stations.

> Perhaps the proper amount of advertising was done for
> the amount of inventory available?

The amount of product available is based on demand. And
demand is created by a decent product as well as consumer
awareness that it exists. It seems to me that the
inventory cleared out fast when two things happened,
almost simultaneously:

1. The price dropped to the point that folks were
willing to try it even if they didn't absolutely need
one, and

2. Lo and behold, it tested better than what they were
already using.

What the average consumer did, assisted by media such
as the AVS Forum and OpenDTV, is what the marketing
types at RS, at Humax, video mags, and perhaps even the
broadcasters themselves, SHOULD have been doing.

Specs alone, in product brochures, would help a lot.
You'd never buy a monitor or stereo amp without knowing
what it can do, right? I have absolutely no clue how
the different boxes available at Best Buy, Circuit City,
and this Accurian, compare. None. You buy blind. What a
strange way to market products. Tell them nothing, and
better yet, don't sell them state of the art stuff. Keep
pushing obsolete designs out the door, even when you're
selling the good stuff packaged with DBS receivers.

Just seems to me that everyone is overly timid and
defensive when it comes to DTT. From the supply side,
sure seems like everyone involved wants DTT to flop.

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