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Non-Tech : Any info about Iomega (IOM)?
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To: Brendan2012 who wrote (45222)1/24/1998 9:10:00 AM
From: Vaughn  Read Replies (1) of 58324
 
>>Agreed. In both cases it is a bold, bet-your-company, move.<<

>I happen to like bold moves!<

Brendan: I do to, and I think there is less downside here than a lot of other folks. At first I saw the problem as even worse than "bet your company." My initial take was that this was a survival issue because demand was drying up for ZIP. I think that assessment was also wrong. I suspect the real issue is that we are simply between the first and second wave of demand and KE's plan is to accelerate the second wave. The good news is that, IMO, the second wave will come regardless and IOM is and will be in the best position to catch it.

The upside of the campaign is that if it works: more demand sooner, price reductions delayed and IOM recognition increased. There is a lot of leverage potential here as well as it relates to inclusion rates.

Regarding the campaign itself, I hope they look at more than just advertising. Incentive programs that help the consumer get "their stuff on their ZIP" would be helpful. For example: Buy a ZIP drive, send us 100 of your favorite photos, and we'll send you a ZIP disk with the photos and a self installing screen saver to display them. Or: Do a joint thing with someone like Kinkos. There are a lot of things that could be done. The key here is to motivate that large percentage of the target market who will be more inclined to buy if installing, loading, and using their "stuff" storage is easy.
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