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Technology Stocks : Cornerstone Imaging (CRNR)
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To: kech who wrote (115)3/18/1997 5:33:00 PM
From: Mad Bulgarian   of 430
 
Yes, and CRNR is lowering prices in order to broaden their customer base. However, their success in the "Imaging Display" business is due to precisely their marketing focus on document imaging.

They have avoided direct competition with Viewsonic or Diamond in the cutthroat monitor / accelerator business by inventing a new niche, essentially renaming the monitor so that it is now an "Imaging Display". This is no different than American Express selling you a charge card and calling it a club membership.

As usual, this is both a strength and a weakness. Strength because they ended up dominating their niche; weakness because they could not grow fast enough out of the niche.

I think their future is not in the monitor business. Sure, they'll get a few more years of cash flow out of it, but they will make the really big bucks as the software standard for document imaging and forms processing, a much more lucrative market.
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