I have just finished one technology buying experience and am in the middle of another.
Why do the people who make and sell this stuff make the process more difficult than buying a house or a car?
- Humbling experience number 1: Buying a cellular phone
Just before Christmas I sauntered over to my local electronics super store to buy a cell phone for my daughter for Christmas. I went there because the offer a wide range of phone options and plans from all major cell phone service providers in the Toronto area (a good strategy -- I congratulated myself).
I had my criteria reasonably well established I thought -- wanted a supplier with wide digital coverage, a plan that my daughter could choose whether to pay monthly or use a pay as you talk plan. The number of choices and price options is simply overwhelming! I spent 20 minutes with a sales person and still didn't come close to understanding the myriad of options. None of the prices stated in brochures or sales information are really what you pay (there are additional discount coupons and charges),
In the end I chose a $99 Kyocera phone on a Telus plan. I still have no idea if I got a good deal or not.
- Humbling experience number 2: buying a laptop and desktop computer
I am reasonably knowledgable when it comes to computers, software and internet related stuff. I qualify as the neighbourhood geek old guy providing computer support for many of my neighbours. I recently started the shopping process for a low end laptop and medium end desktop computer to replace the aging machines currently used by my wife and I in our business.
Dell advertises heavily in the newspaper here and seems to have reasonable prices (and I like not having to go out and lug stuff home -- it gets delivered to the door). But you really have to pay attention -- they have so many "special offers", discounts, freebees and shipping overcharges that you can price exactly the same system and end up paying 20% more depending on your starting "Value code". I really wonder how normal people get value out of this pricing system. I suspect all the value is on the Dell side. Are they cheating? Well cheating is maybe too strong a characterization. But they definitely are deceiving.
