Pricing High Tech Products

Pricing is always an interesting topic, but even more so in the High Tech and Software worlds. In the consumer products business, if there is a package of frozen peas from Green Giant that’s priced at $3.99, you’re not likely to see someone else’s same-size package of peas priced at $14.99. But in High Tech, things are different.

The pace of innovation in the High Tech world leads to pricing that’s all over the map. It’s not unusual for a brand new competitor to come out at a higher price than the current established market leader–if their product is based on market-changing advances in product functionality due to a new technology. This is unheard of in most markets. Then you have the PC business, where rapid technological advancement over a long period of time has led to continuously lower prices–with great benefit to consumers but squeezing margin (and indeed many competitors) out of the market. Things move fast in High Tech. Sometimes it’s a high initial price to harvest profits while you have a feature advantage, other times aggressive discounting based upon your lower cost structure due to less expensive technology. Whatever the case, you can often count on pricing moves to be dramatic, and to have a profound effect on High Tech market segment in the long-term.

So what’s the best way to price High Tech products? Is it best to add up your fixed costs and, allocate them to a forecasted number of units to ensure you are recovering your investment? Or is it better to take your variable product costs and use a standard multiplier derived from history? Maybe you just set your pricing based on the prices of your competitors. Or let your customers tell you what they’re willing to pay. While all of these approaches have merit and a place in pricing policy, none of them should be the over-riding factor in your pricing strategy.

So what is the most important factor to consider in Pricing? The most important thing to focus on in setting prices is VALUE. What is the value of your product to your customer as an economic, functional or emotional return? And how does the customer value the benefits of your product relative to your competitors?

So let’s talk about the nature of Value. Value is the underlying need or want that drives a customer to purchase a High Tech product. If the benefit that the product provides closely fulfills that want or need at an acceptable price, you have a sale! The most important consideration in value-based pricing is to SEGMENT your market properly prior to the pricing decision. Segmentation, by definition, is the process of separating the total addressable market into “buckets” or segments of potential customers who have similar values, and therefore will react similarly to a specific offer. What this means is that once you have divided your marketplace into appropriate market segments, you will be able to charge individual segments different prices that are based upon the perceived value the product provides them. Let’s look at an example of this segmentation approach, marketing a security software product to Corporate IT departments. Through your market research you have concluded that the potential customers with the highest pain threshold for the particular security problem you are solving are banks. By adding only a few banking-specific features to build a “fence” around this market segment, you may be able to charge a price for a banking-specific version of your product that far exceeds what other segments might pay. If you extend this model to multiple segments and do it properly, this approach will lead to far higher total revenue than if you set just one price for the entire market. The process of establishing value for each market segment, pricing to full value and communicating that value to the marketplace is the essence of Value-based pricing.

Finally it’s important also to remember that pricing actions should not be done in a vacuum. Pricing is one of the 4Ps of marketing, and all four are inter-related. You cannot properly price a product without at the same time considering the features and benefits of the product, as well as how it will be promoted and distributed. The price for an Internet-distributed software product will almost certainly need to be in a lower range than one distributed via a sophisticated direct sales force or VAR channel. And if you aren’t going to have much of a promotional budget, you most likely will need to be a price leader to have any chance of being successful. If your product is at a perceived value deficit, your price relative to the market leader will probably need to be aggressive. I’m sure you get the picture.

Pricing is a complex topic that many books have been written about. This post is meant to be an introduction to pricing in the High Tech world, and to get you thinking. I hope it’s been helpful. So when your next new product comes out, you’ll look a little harder before just pulling a price out of the air.

Phil Morettini is the Author and President of PJM Consulting, a Managment Consultancy to Software and High Tech Companies. PJM Consulting executes special, strategic projects and can also supply interim senior management in General Management (CEO, COO, Division Manager), Product Marketing, M&A, Distribution Channels and Business Development. You can contact Phil on the PJM Consulting Website ( or via email at

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The High Tech House

So, looking around for a really big opportunity that isn’t yet being served? Look no further than the High Tech house.

Yes, I know, all the big computer and consumer electronics companies are investing billions in the market for pumping entertainment content via fat pipes into and throughout the home. And no doubt, this is becoming a very large market that will ultimately be huge. But that’s not what I’m talking about. I believe that there is an even larger, but more mundane opportunity for software, semiconductor and electronics companies that has been largely ignored.

This new concept has been alluded to and talked about in theoretical, general terms by futurist speakers at trade shows and TV sound bites for many years. So in that sense it’s not really new. But little has been done in terms of actual investment in companies and product development to attack this potentially enormous market. So what exactly am I talking about? Do you remember several years back all of the snickering about the Internet Toaster?

Let’s call this the Internet Refrigerator market.

What’s so compelling about this potential new market segment vs. the home entertainment opportunity that nearly every monster high tech company is already chasing? Well, of course, the first attractive thing is that not everyone is chasing it yet! As far as I can tell, very few are. The second thing that pops up when considering this potential market is that there should be an attractive payback available to the customer. That’s something the entertainment space will never be able to say–it’s sexy, fun and high profile–but it’s looking to take a share of the already stretched consumer wallet for discretionary purchases. Thirdly, all of the technology necessary is already in existence. In the most recent study on broadband penetration this year, Nielson/Netratings found that 56% of US homes connected to the Internet are now using a broadband connection. Worldwide, almost two thirds of all Internet connects are broadband. The broadband world has arrived, and it’s time to start utilizing it for something other than simply surfing the World Wide Web. And finally, this concept should yield substantial benefit the US and world economies by driving costs out of some of the most labor intensive, inefficient tasks in modern western society. Yes, I said substantial economic benefits. Curious yet? Read on!

I’m proposing that all of the major systems and appliances in our high tech homes be Internet-enabled and connected to our home network. Let’s look at the benefits of this concept using an example of our Internet Refrigerator.

The Problem

This example is an amalgamation of similar experiences I’ve had many times since reaching adulthood. You’re employed full time at a job that you drive to 15-45 minutes away from your house. If you’re married, your spouse also is likely similarly employed these days. A major appliance such as your refrigerator breaks down–and of course it’s outside of the warranty period (they plan it that way!). You either call the store you originally purchased the appliance from, or if you’re the thrifty type, shop around for a lower cost independent service provider. What happens next? Mostly frustration, if my experience is typical.

First off, no one can make it out on a service call for three days (there’s a reason for this–these are highly inefficient businesses). You still don’t even know what’s wrong with your Fridge, and by the way–the food is starting to rot. In addition to having to wait three days, no one will give you an actual specific “appointment” these days. Most often they give you the dreaded “4 hour window” appointment. Oh, and by the way, there is a minimum charge of $65 just to come to your house. No guarantees, no refunds even if they can’t fix it. But what can you do? You swallow hard, eat out for the next 3 days (at added expense to your budget and waistline) and wait for your appointment.

The day of the appointment finally comes and you head home for your 4-hour window, much to your boss’s consternation. Four hours come and go, and of course no one shows up. You call the service company, and as usual, “they’re running late”. (This happens because these inefficient service companies are in such demand that don’t need to have a customer orientation, and utilize very little technology to optimize their business). So you wait an additional hour for them to get there, and then another hour to diagnose the problem. Pretty much a whole day of work productivity shot–I hope that you weren’t getting paid by the hour! But it gets even better. Upon diagnosing the problem, the repairman says “It’s $200 for the part and $150 for the labor. Unfortunately I don’t have the part available in the truck–I’ll have to order it.” Great! Now you’re scheduling another appointment with a 4-hour window–you get the drill at this point. It’s pretty ugly. In this modern world, there’s got to be a way. And I believe that there is.

The Solution

What if that refrigerator was instrumented and outfitted with a cheap microcontroller, embedded web server software and Ethernet or WI-FI Port? Well, especially with all of the broadband households now online, you could make major changes to this productivity-sapping service fire drill.

The first thing you would do under this new scenario is to call up your preferred service provider and explain the problem. After granting them access to the Refrigerator’s IP address using the “Home Network Console” software on your PC, the service provider would run a diagnostic software program on your Fridge. With luck they could diagnose the problem right then and there. Maybe all that’s required is a minor tweaking of the appliance setting that can be done remotely or by you, and only a small service charge is due. Even if it’s a failed part, the service provider could check their parts inventory immediately and order the part if it’s out of stock. Only when the part is available would a service truck be dispatched for a quick installation.

Think of how much service technician time would be saved. Or how much gas saved, fewer trucks on the road, not to mention the productivity regained by the hapless customer waiting at home. The service providers would become much more efficient, allowing them to provide better service, at lower prices, using less techs. Customers would be thrilled and have added productivity in their own jobs. And I believe that the first Appliance manufacturers offering this capability would have a huge advantage and an opportunity to quickly gain market share while enhancing their brand as “cutting edge”. This opportunity applies to just about every capital purchase in the home: Refrigerators, Washers & Dryers, Home Entertainment, Furnaces, Air Conditioners, Stoves, Dishwashers, etc.

Some of you may think this sounds great but it’s too futuristic and not realistic. Yet as I mentioned above, all of the necessary technology exists today. When you think about it, this idea is really just an extension of the software being installed in most modern computers which allows control and problem diagnosis remotely by an IT professional. And the campaign for acceptance of this concept could piggyback the huge investment by companies pushing entertainment and communications products/services over broadband pipes, which is already in process.

Who and When?

So why hasn’t this happened yet? Why is this being ignored, while everyone dukes it out over home entertainment? It’s hard to say because it could really be the proverbial “Next Big Thing.”. But again, it’s not very sexy. And the Appliance manufacturers are not technology-driven companies, and as a result don’t’ innovate or adopt new technology very quickly. But this is going to happen, it’s just too big. It is only a question of when. So what’s it going to take? Maybe it will be a smaller appliance manufacturer who needs an edge to compete, and is nimble and more willing to innovate and take risks. Or it might possibly occur when a network/systems management software company looking for a way to grow, decides to extend their core competency from B2B to B2C by approaching appliance manufacturers with market-ready software. Or an embedded software or silicon company that sees the opportunity to extend their microcontroller or embedded web server from the industrial world to the enormous consumer market.

When will it happen? I don’t know. I expected it to be well underway by now. But sometimes, big ideas are slow to catch on. With this one, I’m convinced it’s just a matter of time. Will your company be the one to capitalize?

Phil Morettini is the Author and President of PJM Consulting, a Managment Consultancy to Software and High Tech Companies. PJM Consulting executes special, strategic projects and can also supply interim senior management in General Management (CEO, COO, Division Manager), Product Marketing, M&A, Distribution Channels and Business Development. You can contact Phil on the PJM Consulting Website ( or via email at

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Concept Behind HP Tech Support

A good and efficient tech support is required to maintain any computer software and its accessories fit and healthy and same is the case with HP products.

HP offers a wide range of laptops and desktops, and these laptops can suffer from any technical issue like, blue screen error, system crash, system lockup, any software not functioning as expected, computer is running slow, issue with installation of any software, etc.

Printers offered by HP can have any technical issue, like printer is working at very slow speed, faded prints, image is not printing properly on the paper, printer shows error message when you issue any command for it, etc.

When you face any technical issue with any HP product, you feel annoyed because you are unable to complete your task. You should contact a technical service provider for HP tech support.

You can receive assistance from service providers in the way you want, either by e-mail, phone, online, or on-site. Online tech support offers many benefits as compared to on-site support. The benefits of receiving online tech support are, instant availability, cost effectiveness, wide range of services, etc. With the use of online support, you do not have to take pain of carrying your computer to any service center.

In online tech support for HP products, you can access a wide range of services like, installation, uninstallation, re-installation of any software, configuring settings for Office suite, e-mail, Internet, troubleshooting, resolving driver conflicts, data recovery, etc.

Your computer should be connected with the Internet in order to receive online support. In the process of online tech support, an expert technician will access your system through remote connection. After getting your permission, technician will get connected with your system. Then technician will diagnose your system carefully in order to find out the root cause of occurrence of your technical issues. When technician will get to know the reason behind your technical issues, he will carry out the necessary steps, so that; your system can become fit and healthy once again.

In this way, your technical issues with HP products get resolved online. So, whenever you face any technical issue with your HP product, you should go for online tech support.

Mical clark is a technical expert at iYogi, which is an online technical service provider. The firm’s Microsoft Certified Technicians perform the complete PC checkup and Microsoft support that are essential for keeping your desktop or laptop in good condition, enhancing its life and increasing your productivity.

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Resolve Email Problem With Tech Support

Email is one of the most common means of communication today. Email accounts today are considered the second address of people today. In fact, email is the easiest and cheapest way to be in touch with acquaintances. You can send data instantly, even to the farthest corner of the globe. There are many web-based services available to the Internet that offer e mail help by means of allowing users to create email accounts for free. Help desk support and other tech support to meet various email issues are also provided online. Email culture is brilliant but is not free from errors and trouble. At times, the email clients can also frustrate users like anything. So, how to deal with such an email problem?

Send and receive problems, annoying error messages like “Mail Undeliverable” and other types of bugging pop-ups come to the email page, not clearly stating what is actually going wrong. If you are facing such an email problem at a regular basis, it is probably the time to call a tech support vendor. But today the smart user’s choice is remote computer support for their faster and cheaper service process. Remote tech support experts help users to deal with e mail issues, starting from basic installation of email clients to troubleshooting errors.

Email error can actually come out of anywhere. Apart from other annoying disturbances, you can also mess up your account in a hurry. Online tech support can help you out in these cases as well. You may delete an email and realize later that it was an important. In order to help you get the lost data back, online computer support experts have designed specialized software utilities. You can instantly retrieve your lost files using these software applications. Most of the programs come for free and you can download them easily with help desk support. Here you just need to make sure that the recovery program is compatible with your operating system. The applications are also specific for particular email services.

However, if you don’t want to download any third party software utility, tech support experts can also help you recover deleted emails manually. First they instruct users to look at the trash folder. In case your lost emails are not there, specialized e mail help can lead you to more geeky ways. The manual recovery programs can also be successfully implemented in Microsoft Outlook Express. The recovery process is comparatively easier if you have deleted emails from there. Here you need to click on the ‘Tools’ menu and then find the ‘Recover Deleted Items’ option. This is the place where you can get the list of your deleted files. In case all the manual efforts have already gone in vain, try those e mail help software utilities.

Apart from all these issues, email security maintenance is another big concern of the users. Email problem related to such issues can also be dealt with remote tech support. So, talk to a tech expert online and resolve any of your email related difficulties effortlessly.

Resolve any computing issues with remote tech support guidance. They not only provide computer support for local access but ease Internet access as well.

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Benefits of Online Computer Tech Support

When we talk about uses of computer, we get surprised by knowing about its need and utility. We also get surprised by the numbers of people who don’t know about how to work on PC or have never worked on a PC. Both seem quite contradictory as its uses are so vast it’s assumed that every one knows how to use this machine. People who use it frequently also face a lot of issues with it due to its nature of working with the help of many software applications. Online computer tech support has been a true partner in educating people and making them self dependent on the terms of computer uses.

Here one point needs to be addressed that computer and internet are soul mates and together they create a very strong combination. Now days almost every thing depends on computer and internet due its efficiency to synchronize many acts together. Its uses are indispensable and impeccable.

Now we will get back to the point where we were discussing the technicality and use of many software applications in regards to computers, and benefits of online computer tech support. When we start counting the benefits of getting online tech support the list can go endless but I have tried to incorporate the most important benefits of it.

• Time saving and round the clock availability: Online computer tech support is available round the clock so that we could take their help whenever we face any kind of problem with our computer. The round the clock availability saves a lot of time for us.

• Cost effective: Because of the fact that this service is rendered remotely so a lot more is offered in a very small price. We also save our bills on many things like phone bill, gas bill, parking bill, technician bill etc just in order to get a small support not many as many support will get a huge technician bill. But in online service we get a lot more service in a one time small payment.

• Huge application support: As this service is offered online so it makes availability of lot of software applications which are available online.

• Great help for networking: Online computer tech support also takes care of almost many networking issues.

• Strong support for security and its service: It is considered to be on o the best support for security as it requires a lot of attention and timely checks. Regular updates and scanning is a must for all security systems.

• A Great help in all kinds of updates, upgrades, installation and un-installation: We all must be aware of one very important fact about software that it requires regular updates and upgrades in order to keep performing with high efficiency.

• installation and un-installation is a regular thing on our computer and sometimes they can be a real trouble for a novice.

• Makes migration easy: It makes all kinds of migration possible and that too online.

Herry Willson is a content writer working with SupportMart to scatter his purpose and valuable thoughts for computer users across the country. SupportMart ensures availability of online technical support 24/7, which is just at a click of a mouse and provides all sort of supports for your PC. To know more about anti virus installation or Online computer tech support call SupportMart at 1 800 793 7521 Or log on to

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Massage in Bucharest

Recognize it! You’re busy! And so must be! That’s what life is like! But you want more than that, you want to do more for yourself and massage can help. Because massage makes more than a simple relaxation of the mind and body. It keeps your body in shape and gives you enough energy to make you enjoy a longer life better than you do it today.

Massage releases stress. At the moment, stress is a universal evil. Every time you are late, every time you avoid a car in traffic, every time you have trouble working, stress is doing his job. Each time adrenaline increases heart rate and cortisone levels and organs respond to the measure. You will be in a state of nerves and constant agitation.
When there is no release of stress, serious problems such as an upset stomach, hypertension, sleep disturbances, chest pain, or existing illness may worsen.

Some of the changes that may occur are: Anxiety, lack of concentration, depression, permanent fatigue, muscle or bone pain, sexual dysfunction, excessive sleep or insomnia

All these stress-related problems can be diminished and some can be totally eliminated by massage. The researchers concluded that a massage session can lower heart rate and blood pressure, relax your muscles and increase endorphin production. The massage also releases serotonin and dopamine and the result is a general relaxation, both physical and mental.
Our body care must be at the top of the priorities.
By adding the massage to your routine you will look much better and you will be much healthier and relaxed. Massage can improve your vitality and mood. Massage can prepare for a long and beautiful life.

Our masseuses personalize each massage session according to the needs of the individual.
Our massage parlors offer a variety of relaxation styles and techniques to help you. Apart from relaxing, massage can be a powerful ally in reducing pain, increasing energy levels, improving mental and physical performance

We recommend : HotAngels , VipZone , JadePalace , ThaiPassion

After a massage session, you will see how the mental prospects are enriched, the body allows easier handling, better pressure resistance, relaxation and mental alertness, calm and creative thinking.
When you have the impression or force yourself to stay straight, your body is not actually aligned properly. Not only does the posture look bad, but it forces some of the muscles to go muddy all day, while others become weaker. After a long time, the incorrect position may cause other drops. For example, internal organs press on what affects digestion, breathing ability is also diminished, which means that much less blood and oxygen reaches the brain and hence all sorts of other complications.

Massage allows you to return your body to the track. Allowing the body to make healthy and accurate movements is one of the greatest benefits of massage. Massage can relax and restore muscles injured by bad posture, allowing the body to position itself in a natural, painless position.
Apart from posture, there is also anxiety. One of the signs of anxiety and stress can also be heavy breathing. When the body begins to breathe too little and deeply instead of breathing at a natural rithm, it is impossible for one to relax. One reason may also be that the chest muscles and the abdomen get tightened and the air gets harder.

Massage plays an important role in learning the body how to relax and how to improve breathing. Respiratory problems such as allergies, sinuses, asthma or bronchitis are a group of conditions that can benefit from massage. In fact, massage can have a positive impact on respiratory function.

Many of the muscles in the front and back of the upper part of the body are breathing accessory. When these muscles are tight and shorten they can block normal breathing and interrupt effective breathing natural rithm. Massage techniques for stretching and relaxing these muscles improves breathing function and breathability. Massage leads to an opening of the chest as well as structural alignment and nerve dilatation that are required for optimal pulmonary function. A good way to treat respiratory problems with massage is the taping made in Swedish massage. When done on the back, along with vibrations, it can detach the mucus from the lungs and can clean the airways for better later function.

Massage not only relaxes muscles, but helps people become aware of daily stress levels. Once the body recognizes what really means relaxation, the mind can rest easily relax before the stress becomes cornice and harmful. This will help you enjoy a balanced life. Massage controls breathing, allows the mind to re-create relaxation before the occurrence of chronic and harmful stress and increases the level of energy.