To: Tony Viola who wrote (29265 ) 9/8/1999 11:51:00 AM From: taxman Respond to of 74651
The Microsoft Expedia travel site has rolled out its "Hotel Price Matcher." 10:29 ET ****** Priceline.com (PCLN) 66 5/8 -1 3/16: So much for that patent. Priceline.com likes to brag that it has patented its "name that price" method of doing business, but apparently someone forgot to tell Microsoft (MSFT 93 15/16 -5/16). The Microsoft Expedia travel site has rolled out its "Hotel Price Matcher." Expedia's new feature allows travellers to select from one of 14 metropolitan areas in classes of hotel service from 1-5 stars. After supplying a credit card number and naming a price, Expedia then matches it with its hotel offerings and immediately informs the traveller of any matches (and also charges the credit card immediately). If the Hotel Price Matcher sounds similar to priceline's Name Your Price, it should. Microsoft's move onto priceline's turf illustrates the problems that priceline will have in defending its patent. There has been no response from priceline.com to Microsoft's new offering, but priceline.com investors are probably hoping for too much if they think that the company will have a lock on the name-your-price business. That is only one of priceline.com's problems, however. The larger issue long term is not that the name your price method will attract imitators, though it clearly will; the problem is that the business model is flawed from the start. The Internet is about empowering buyers, not sellers. Yet the name your price model actually empowers sellers. Priceline.com has a set price for all of its offerings. In naming "your" price, you are simply guessing that set price in a blind auction. The best that you can do is pay the correct price, but it is more likely that you will overpay. The future of pricing is a transparent auction, in which consumers can truly determine the price rather than just guessing at an already named price. The priceline.com Name Your Price model and the Microsoft Hotel Price Matcher are inefficient and they put the consumer at a disadvantage relative to transparent auctions. The novelty of the model will provide some momentum for a while, but the more efficient model will ultimately win. - GJ Copyright ¸ 1999 Briefing.com, Inc regards