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Technology Stocks : Thrustmaster (NASDAQ:TMSR)
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To: Judy Muldawer who wrote (190)4/17/1997 10:00:00 PM
From: esecurities(tm)   of 2443
 
Commoditization v. Brand equity.

>One of my concerns about TMSR is it is not selling a necessary piece
>of computer equipment. Mice sell. Keyboard sell. Memory sells.
>Everyone who owns a computer needs these things. Most computers are
>not used for playing games and many games do not require special
>peripherals to use them correctly. Most computers are used for work
and I doubt the government would condone a thrustmaster for everyone's
>workplace. Give the above reasoning, I wonder why TMSR has done as
>well as it has. I always viewed this as a risky play.

If TMSR's products became commodity items the shareholders of TMSR would also view 'this as a risky play'. With TMSR the mindset is not 'Everyone who owns a computer needs these things' it is 'everyone with a computer wants these things, just as they want MMX or SoundBlaster AWE64 wavetable sound. The workplace is not TMSR's target market, nor is it Nintendo's 64, Sony's Playstation nor Sega's Genesis/Saturn. Yet these companies have created a multibillion dollar industry, which TMSR is currently threatening.

With effective marketing and over time we are confident that everyone who owns a computer will perceive they need a Thrustmaster product and , again, over time, as TMSR builds more expansive patentable and proprietary gaming infrastructures, everyone involved in gaming will need these things.

This is what we are investing in, in addition, to their superior fundamentals.
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