To: David Lawrence who wrote (14872 ) 4/17/1998 10:14:00 PM From: Mang Cheng Respond to of 22053
"Retailers Sending Modems Back" (04/17/98; 7:30 p.m. ET) By Todd Wasserman, Computer Retail Week Modem makers are mining new lows on prices of 56Kbps modems as they prepare for new V.90 modems, and some retailers are sending non-V.90 modems back as the market shifts to the new standard. NewCom last weekend broke new ground with an after-rebate price of $29.99 on an internal x2-based 56K modem at Circuit City Stores. The original price of the modem was $79.99. Circuit City provided a $20 in-store rebate in addition to NewCom's $30 mail-in rebate. Practical Peripherals, a subsidiary of Hayes, offered its internal, x2-based 56K fax modem at an after-rebate price of $39.99 at Best Buy. The original price was $79.99 with a $40 mail-in rebate from Practical Peripherals. NewCom and Practical are on the vanguard of low 56K modem pricing, but vendors overall are cutting prices and extending rebates as "dual-mode" V.90 modems start appearing alongside the older devices. The low pricing prompted Robert Rabinowitz, vice president of Tech Advanced Computers, Pensacola, Fla., to send back all non-V.90 modems to his distributors. "We get full credit for them," he said, noting the higher margins on V.90 modems. His move anticipates changing customer preferences. Cara Warner, a sales associate for UnI Computers in Lawrence, Kan., said few customers have taken advantage of the low prices on non-V.90 modems. "Most people are holding out for V.90," she said, adding that she expects to stock V.90 devices within a few weeks. Other vendors cutting prices on non-V.90 56K modems include: 3Com, which cut the expected street prices on its x2 modems by about 10 percent in March, according to ARS, Dallas. Its lowest-price x2 modem is the WinModem, which was selling for $99 at Computer City last weekend -- the same price as 3Com's V.90 Winmodem. Diamond Multimedia, which increased its rebate on SupraExpress 33.6K-bps and K56-flex modems from $20 to $40 and extended the program through June 30. Eiger Labs, which is offering a $20 rebate on its 56K PC Card, bringing the price down to $99. BestData, which has extended its $20 rebate on its internal 56K modems to the end of May, bringing the after-rebate expected street price to $79. Ken Chong, BestData's director of marketing, said retailers are anxious to clear out non-V.90 modems. "Buyers don't want to carry double SKUs," Chong said. Jennifer Glickman, an analyst with ARS, said V.90 modems are more attractive to end-users. "I think customers do care [about V.90]," she said. "It presents a bit of difficulty going to a vendor's site and having to download the software." Terry Manning, vice president of sales and marketing for the Boston-based Zoom Telephonics, said the actual difference is minor. "There's a perception of convenience [with V.90 modems]," he said. "It's not like it's a big burden to upgrade, but it's a perception." techweb.com Mang (grab a x2 while you can)