In a significant extension to its Australian distribution network, US software publisher Dragon Systems has appointed Sydney-based, Marketing Results to distribute its voice recognition products to retail outlets in Australia.
Previously only sold direct to users through a corporate focused distributor, Marketing Results' brief will be to present the products alongside the rapidly expanding array of voice recognition tools taking shelf space at major and minor retail outlets.
David Shanahan, the Dragon Systems product manager for Marketing Results, was buoyed by the sales potential saying retailers will appreciate the 25-30 point margins available. He expects the recently updated Dragon Systems products (new in early August) to be one of the distributor's best performers in the next six months.
He said one of the first moves to ensure this happens has been to drastically slash prices on the latest version of the product, which comes in three different guises. The entry level version, Dragon Point and Speak is an all-new product with a $129 (RRP) price-tag while Dragon NaturallySpeaking Standard and NaturallySpeaking Preferred have been reduced in price (RRP) from $399 to $219 and $599 to $349 respectively.
In addition to the new low prices for the latest versions, an upgrade from previous versions will also be available for "around $100, according to Shanahan while some larger stores will be able to benefit from in-store demonstration programs in the lead-up to Christmas.
"The product offers great add-on sales opportunities for the reseller channel. It will have appeal with home users, small and medium enterprises, students and all the traditional users like doctors, accountants and lawyers," said Shanahan.
"The product is also very popular with retirees and handicapped users -- anyone who finds it difficult to type long letters, e-mails or other documents."
It is expected the products, which come complete with a plug-and-play microphone and headset, will penetrate extensively into mass merchants like Harvey Norman, David Jones, Dick Smith Electronics, Myer Electric and others. However, Marketing Results also intend to make sure smaller retailers can also profit from expected demand and have no minimum order or other account restrictions on the product.
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