Dumping as a signal

    On September 9th, on the debut day of the sixth version of Parallels Desktop for Mac, VMware dropped the price of Fusion, its virtualization product for Mac desktop and mobile computers. At the same time, "Fusion" fell eight times - from $ 79.99 to $ 9.99. Such a drop in prices took place as part of the launch of the campaign to "parallelize" Mac-users. The reason VMware opened the hunt season for Parallels Desktop for Mac users is to lure previous versions of Parallels Desktop users who thought about the prospect of upgrading.

    Under the cut - the words of Stas Protasov, R&D chief at Parallels. The moped is not mine. But I heard, as it seemed to me, a stupid thing and therefore I act as a chronicler - maybe it will seem interesting to someone.

    “It’s clear that the drop in prices for VMware Fusion 3 is VMware’s attempt to regain its lost position in the market of virtualization solutions for Mac computers over several years. Three years ago, the market share ratio of Parallels and VMware in the desktop virtualization segment was 50/50, and now it has changed to 75/25 in favor of Parallels. Our competitor is a strong company. Neighborhood with them made us work hard and rest, concentrate on the main things: we wrote high-quality code, were the first to invent and implement cool features, and work on convenience. For the main things, the buyer voted in dollars. Therefore, now we have what we have.

    Low price is a weapon with which you can try to win. But in most cases it is ineffective. Price is only one of the parameters by which consumers choose a product. This is probably why Apple users can hardly be attracted by similar products from Chinese manufacturers. But the Chinese and the tablet seem to be thinner, and there is USB, and there is a built-in TV, and the gadget is ten times cheaper. But why on the night before the start of sales of the new device, huge lines are lined up in front of Apple branded stores, and not in front of a tent with Chinese crafts? Because for the consumer, the value of the product is far from price, but a combination of other qualities. Dumping, in contrast, can devalue the value of a product. And in the price trap will be the one who so diligently placed it. "

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