The Peter Gorges article for international readers

[skOre]

Took some time for the translation as I thought it would really make a nice discussion(sorry for any mistakes):


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In the last episode of our New Testament of Copy Protection, we already went to day number 6.
The people stopped buing - sick of the chicanes, that treated a customer like a thief.
And crowning the thief with the laurel wreath of gloating coolness.
Thus, Copy Protection became Buy Protection and had succeeded in the total opposite of its original purpose.

7th day: The big game is over - the moral, the moral! How can our little KEYBOARDS-world come out of this?
I'm convinced, that the solution is banal, as the mistake was banal:
The small music-technology niche has, as Users ran away, made the same mistake as the Record- and Movie-Industry.
And going on from the example of the Music-Industry, a recent example of success and three axioms,
I'd like to try to hint at a solution, that should be obvious to everyone, without being to prophetical.

Starting Question: Why are normally well-behaved people burning Songs and Movies instead of buying them?
a)Because with 'burning', you get a product, that does not differ from the original product in its core qualities, and because
b)the price is too high

Axiom 1: The original must be more attractive that the copy
c)...and in my opinion even more important: Because even as a honest customer (and only then),
you get hit by the total annoyance of Copyprotection,
until you are sick of even spending money on this.

Read one hour of Internet-Forums, and the worldwide community gives you some good slaps-in-the-face with this opinion.

Axiom 2: Who does not treat his customers like kings, but thieves, should not wonder seeing them become thieves.

What does it tell us, that its again Steve Jobs who shows a whole industry how to make money - actually THEIR money?
Well - it was made quite easy for him: Instead of working on the emotional value or attractivity of the product,
the reaction to the decreasing success of CDs and DVDs was to make them more expensive
- less customers pay more.
But, at the same time, through desperate acts à la 'Nice Price',
the price level was pushed down, so that nobody wanted to pay any money.

Result: Today, I get platinum if all my aunts buy my record.
What is it that Apple has made different?

They were appealing to, that -especially musically interested- humans actually
like spending money apart from rationality, and have already done so;
but that you would have to offer something, that one wants to pay for.

What was sold like hotcakes on the Download-bar of iTunes is not better or cheaper music -
its just a different, more attractive and more comfortable resentation of something,
that nobody wanted to spend any money on before.

And the Sales-, Image- and Cult-Hit of the Music Industry is not a technically superior, not cheap, not big harddisc,
just spiced up with an LCD and Walkman-Output - Name: iPod.
Other spiced up harddiscs don't sell well, even though they are a lot cheaper.

Why? Because the Apple-System tickles the Want-To-Buy-Gene, because the cult and the whole makes a overvalue,
and because fun stands in the foreground.

Axiom 3: For everything, that has an emotional overvalue, there are people,
who want to spend their money a lot and in lots.

If you get, for your money, not the 'right of use of the software on a single computer at Lunar Eclipse or Ice Age',
but something that looks good, that feels significant, that seems as if people have put more thoughts into,
than just 'how to put a black/white registration code on the CD with the PDF-handbook', people will buy it.
No matter if Hard- or Software, the best Dongle is a great product.

Now, we were talking about the music industry.
I am sure that every reader can draw parallels
to our small Music Technology Niche - hopefully even
one or the other reader of that branch of business.

And so I conclude this testament with the simple words:
Lets all think about it and see,
if it shall be a final one.
Don't has to be. Amen.
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[Klemperer]

Hey,

thank you VERY much for that . I found that article very fine (did I mention that ) but first didn't know if I would be allowed to translate it and second wouldn't have been able to translate it really . KVR is simply a nice place. Now we should translate it into French, Russian, Chinese, Spanish, Italian, 800 african languages, Welsh, Gaelic and bavarian-German and Peter Gorges would be pleased (and we had something to discuss )

cheers

Georg

[skOre]

It was quite tricky, yeah. But my French is too bad

(Don't know about if its allowed, its just a quote anyways...)

But I did make a transation in old Vikings language, Regia Anglorum:

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Snet wet ret lalalala gnet

7rg stt: KNA KNA KNA KNA WU KNA
RLEKLRKGNMNN: alala GnPUUU
a)asdjalsjk, JGNANANANA:
b)lala

GHERU 1: ajaja raleave lsadaa
c)...gnu pulttributsi bu

ruluoumurur FNUKSKATIO BU MU WU

GHERU 2: KNALA WA gnu PATAWATA mu PULUWI gna PATAWATA

MELHOgnu pumwumba wu Steve Jobs argeneme malewa - agnawa me malewa?
REZ - nakasemb A ruliwu MEE rulpatu MAAA,
helimungnapu CDs artawe DVDs heluwari mundi malewa
- murksi wu marksi pue

GNA PULTRA MULTRA WU!

EGNOPANS: ARGA AGNEA putwimulti u

Gnechso Apple frrotmpy wurtzi?

PARAWARA

ARGHNOWEMSO

puliwu iPod nmundi purto vurto!

marka nono palewa usi mu

GHERU 3: SNAKWA MALEWA HURTI BURTI

MALEKWA WURTIME MURTIWA

HURTIWA!

eleponso punz wunz

parta Zeus pulu mwembpro TATATA
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How simple life has been... sheesh

[Jeremy_NSL]

I like this line:
"the best Dongle is a great product."
Thanks for translating.