Comment Re:Can they invent a new model now? (Score 4, Insightful) 355
At the same time, the release prices for entertainment are completely batshit crazy. Games are $60, books are $35, and movies are $12? Who can afford that crap? Those prices all fall pretty quickly, but can't they come up with a better model than fleecing their most eager customers and then doling it out one step at a time to the next most impressive or convenient formats?
This is actually the whole point: Market Segmentation. Your goal with any product is to extract maximum sales revenue from it, which means finding the optimum point on the price/demand curve. But if you sell at only one price point, you actually leave money on the table from individuals who were willing to pay you more for that product. For example, suppose I've figured out that maximum revenue for my widget is at $10/widget. However, I also know that there are people who are willing to pay $20/widget; there simply aren't enough of them to make the $20/widget price more profitable than the $10/widget price. Wouldn't it be great if I could get the best of both price points? If I could sell the product for $10/widget to those customers who would only be willing to buy at $10, but also turn around and sell it at $20/widget to those customers willing to pay more? Wouldn't it be great if I could do this in such a way so that the $20 customer actually is pleased with his purchase, and doesn't feel ripped off, by providing some kind of extra value to that $20 customer?
The solution to this problem is to segment your market. With some goods this means coming out with slightly different products for each market segment. (eg, Mercedes has a C-series, an E-series, etc. etc. etc.). The solution in other products is to segment by time, so your most ardent customers pay extra to get the product right away, while more value-conscious customers wait for price drops or sales.
This is in fact the solution used for most entertainment products, and honestly I don't think there's anything wrong with it. The brand new game may start at $60, for those fans that are very interested in the product and want it right away. (Market segementation also goes higher, with special and collector's editions with extra doodads for superfans). Then the price gradually drops until it covers every level of enthusiasm/budget for the product, until it shows up in a Steam sale for $5 and even those people who say "meh, looks interesting, guess I can try it" become customers. This system nicely balances multiple interests - it makes the same product accessible to a wide range of consumers, with each consumer paying what they think that product is worth to them (and the ones paying more getting some benefit from that higher price).