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New Midas M32 Console
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<blockquote data-quote="Arik Semagin" data-source="post: 113984" data-attributes="member: 5072"><p>re: New Midas M32 Console</p><p></p><p></p><p></p><p>Uli did it right by going MIDAS with M32. It's all marketing, makes perfect business sense. Behringer X32 has already established crowd of devoted followers, making it "X32 Plus" or "Extreme" would require significant upgrade and rework, not many folks would drop an extra $2K just for a new housing, even a cool looking. And even then it will add little value to building Behringer brand credibility: X32 is too different from the rest of Behringer gear, talking mostly about speakers and analog mixers. There will be always entry-level users who will bitch about "Behringer" in general (and buy Behringer gear anyway because it's great value for the money).</p><p></p><p>By calling it MIDAS Uli moved from Toyota to Lexus in one step. Even the entry level Lexus ES350 sells for more than a loaded Toyota Camry XLE, just because it's Lexus, even though both cars are built on the same platform, share the same engine and are essentially the same. M32 will bring an extra grand or two to Behringer just by being MIDAS, even though it's essentially a reshaped X32 (which is a great desk. I remember when it first come out someone was joking where he can buy "MIDAS" badge to cover "Behringer" on X32.) </p><p></p><p>Uli is marketing genius. He could've called X32 a MIDAS desk from very beginning, it would've bring some extra $$$. But he played it smart, by conquering lower end of market first, beating Presonus, small Soundcraft Si, A&H, Yamaha digital mixers. He kept the M32 card in his sleeve until now and played it BIG. I'm sure he planned the whole game and envisioned the M32 when X32 was still in development and haven't even hit the stores!</p></blockquote><p></p>
[QUOTE="Arik Semagin, post: 113984, member: 5072"] re: New Midas M32 Console Uli did it right by going MIDAS with M32. It's all marketing, makes perfect business sense. Behringer X32 has already established crowd of devoted followers, making it "X32 Plus" or "Extreme" would require significant upgrade and rework, not many folks would drop an extra $2K just for a new housing, even a cool looking. And even then it will add little value to building Behringer brand credibility: X32 is too different from the rest of Behringer gear, talking mostly about speakers and analog mixers. There will be always entry-level users who will bitch about "Behringer" in general (and buy Behringer gear anyway because it's great value for the money). By calling it MIDAS Uli moved from Toyota to Lexus in one step. Even the entry level Lexus ES350 sells for more than a loaded Toyota Camry XLE, just because it's Lexus, even though both cars are built on the same platform, share the same engine and are essentially the same. M32 will bring an extra grand or two to Behringer just by being MIDAS, even though it's essentially a reshaped X32 (which is a great desk. I remember when it first come out someone was joking where he can buy "MIDAS" badge to cover "Behringer" on X32.) Uli is marketing genius. He could've called X32 a MIDAS desk from very beginning, it would've bring some extra $$$. But he played it smart, by conquering lower end of market first, beating Presonus, small Soundcraft Si, A&H, Yamaha digital mixers. He kept the M32 card in his sleeve until now and played it BIG. I'm sure he planned the whole game and envisioned the M32 when X32 was still in development and haven't even hit the stores! [/QUOTE]
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