For whatever it's worth, the player they're planning for April 2005 will also
play Commodore games.  (Maybe via Jeri Ellsworth's technology?  They didn't
specify.)
--- "Richard A. Cini" <rcini(a)optonline.net> wrote:
 $24 million Euro is a lot to pay for a trademark. The Commodore name,
 although recognizable, has not delivered a product in 10 years. Part of my
 job as a banker is evaluating things like this for financing. I've seen
 valuations like this before but for marks associated with an active,
 in-business company currently selling product. And even then, valuations
 like this are associated with top-level brands.
 If the business plan was to bring out a line of computers (retro or
 otherwise), then one could possibly justify the steep price for a "dead"
 (menaing not selling any product) name.  The only thing the "Commodore" name
 has going for it at this point is the high recognition factor. I bet it's
 above 90% but only for certain age groups. Ask your average 15-year-old
 about it and the recognition level is probably below 20%.
 To pay $24mm to slap a "nostalgic" name on MP3 players is a losing
 proposition, as evidenced by the buying and selling of the name over the
 last few years.
 Just my $0.02. I love the Commodore brand -- it was the first machine I
 bought -- and it kills me that it get's traded the way it does.
 Rich
 Rich
 Rich Cini
 Collector of classic computers
 Build Master for the Altair32 Emulation Project
 Web site: 
http://highgate.comm.sfu.ca/~rcini/classiccmp/
 /************************************************************/
 -----Original Message-----
 From: cctalk-bounces(a)classiccmp.org
 [mailto:cctalk-bounces@classiccmp.org]On Behalf Of William Donzelli
 Sent: Wednesday, December 29, 2004 9:18 PM
 To: General Discussion: On-Topic and Off-Topic Posts
 Subject: Re: Commodore sold yet again
  Bah!  The group that you refer to is not worth
EU$24 million, plain and
 simple. 
 Some of the kids that grew up playing with C64s make 24 million Euro a
 year. It is not just the retro crowd, but the whole generation.
 It is the name. Some names come back with incredible power (Packard-Bell
 anyone?). 24 mE might actually be cheap.
   The Commodore brand name is meaningless in the
greater
 marketplace at this point.  Sure you've got a few thousand diehards that
 might buy a Commodore MP3 player as a novelty, but what does that net you? 
 Get into the mind of a marketting boob. Imagine coming out with a line of
 MP3 players or game machines, or whatever. Everytime you show a commercial
 or ad with the "new" Commodore, countless people, geeks or otherwise, will
 think of the happy memories of spending a couple of hours a day after high
 school playing games on you C64 (that's what I did, anyway). No pressures,
 mom isn't home, screw German homework, a stack of cookies, maybe a little
 Green Guy, and Racing Construction Set. Good memories leave a good
 impression, and the ad works.
 Now get out.
  It is when it's used to purchase dust. 
 How much does it cost to make a series of television commercials? They are
 just a different marketing tool.
 William Donzelli
 aw288(a)osfn.org
  
=====
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