August 26, 2003 10:59 AM
Because they can? :)
I don't know your software, but it probably isn't a standard-bearer like many Adobe titles, so your resellers are using price cuts to move product; Adobe resellers don't need to.
I mean, it's not like people walk into Wal-Mart and compare alternatives to Acrobat, nor do they (most of them, I suspect) drive from store to store looking for the best price on Acrobat.
At the same time, Adobe (and other biggies) don't have to give the same cuts to resellers that Joe's Software does, and they have a lot more power in fixing prices. I know, I know, that's illegal, but there are ways. If you're a Mac shop, for example, do you want to incur the wrath of Adobe and risk them yanking your ability to sell Acrobat, FrameMaker, Illustrator, Pagemaker, and Photoshop?
Also, there MAY be a trend here away from resellers -- at least among the big software companies. More and more software is sold over the Web, and if I were Adobe, I'd be asking myself daily, Just what are these resellers doing for us? Why don't we take all that reseller money -- discounts and ad co-ops -- and spend it on driving people to our own online store?
I don't think resellers will ever be eliminated, but, just as in software, the little guys are likely to get squeezed. Adobe can't afford to snub Best Buy, CDW, Office Depot, et. al., but they probably can afford to put pressure on Joe's Mac Shop with less generous discounts, etc.