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<blockquote data-quote="John Roberts" data-source="post: 139919" data-attributes="member: 126">Re: New Yamaha TF series digital mixers<img src="https://cdn.jsdelivr.net/joypixels/assets/8.0/png/unicode/64/1f642.png" class="smilie smilie--emoji" loading="lazy" width="64" height="64" alt=":-)" title="Smile&nbsp; &nbsp; :-)"&nbsp; data-smilie="1"data-shortname=":-)" />&nbsp; They make it up on volume. Charging too much for these products would make it too easy for competitors to under cut him on price (like he does to so many others). The classic catch-22 regarding digital consoles would there ever be enough sales volume to justify tooling up for and manufacturing in large scale. The digital console has been around for decades but generally reserved for niche lower volume and higher priced applications. Behringer recognized (or gambled) that they could sell enough units at a new lower price point and make a profit, and create a new substantial product category (value digital mixers). Of course this is a bit of a simplification and there was some good sharp pencil engineering applied to making their own moving faders ( a major cost component in these). While digital consoles are mature they are not trivial, I suspect there was some very useful practical experience transferred from Midas engineering in the latter stages of development. That&#039;s all history now. So Behringer has demonstrated that value digital consoles can sell in large enough quantity to support lower prices. Just like Columbus demonstrating that you can sail east to find treasure, others followed Columbus and will follow Behringer. He probably left some extra margin in the original product to help pay for learning curve costs. Now that the production process is mature, they can trim that fat to hold off new competition with even more aggressive pricing.&nbsp;&nbsp; Interesting times.JR</blockquote>

[QUOTE="John Roberts, post: 139919, member: 126"] Re: New Yamaha TF series digital mixers :-) They make it up on volume. Charging too much for these products would make it too easy for competitors to under cut him on price (like he does to so many others). The classic catch-22 regarding digital consoles would there ever be enough sales volume to justify tooling up for and manufacturing in large scale. The digital console has been around for decades but generally reserved for niche lower volume and higher priced applications. Behringer recognized (or gambled) that they could sell enough units at a new lower price point and make a profit, and create a new substantial product category (value digital mixers). Of course this is a bit of a simplification and there was some good sharp pencil engineering applied to making their own moving faders ( a major cost component in these). While digital consoles are mature they are not trivial, I suspect there was some very useful practical experience transferred from Midas engineering in the latter stages of development. That's all history now. So Behringer has demonstrated that value digital consoles can sell in large enough quantity to support lower prices. Just like Columbus demonstrating that you can sail east to find treasure, others followed Columbus and will follow Behringer. He probably left some extra margin in the original product to help pay for learning curve costs. Now that the production process is mature, they can trim that fat to hold off new competition with even more aggressive pricing. Interesting times. JR [/QUOTE]

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