Chapter 58 Question 051

Why is it that ordinary people can't even use the functions of the simplest video recorder, but it still has so many functions? (Chang Bora Bell) Generally, customers who buy video tape recorders just want a machine that is convenient for the family to watch movies and record their favorite TV programs.All models currently on the market have these capabilities.But these machines also have a whole host of extra features that the average customer will never use.For example, many machines can use the remote control to automatically add a signal when each recorded program starts to play, so that users only need to press the corresponding one︱nine button on the remote control to play each program.Most models now also offer on-screen instructions in English, Spanish, or French.It is undeniable that some functions are indeed useful, but many customers complain that the video recorder is too complicated to use.Why don't manufacturers make some cheap and simple models that suit these buyers?

While some customers don't value the VCR's extra features, others do.Manufacturers add these features in order to more effectively woo the latter type of customers.Most of the costs of adding a new feature are fixed R&D costs.Once developed, the marginal cost of adding this capability to a machine is low. Of course, manufacturers can offer many different machines, each with varying degrees of functionality.But most retailers are reluctant to stock large numbers of machines.In any case, since the marginal cost of producing the simplest machine is not necessarily much lower than that of the most advanced machine, the consumer will not save much by buying the simplest model.So, what the manufacturer has chosen is to offer advanced features on all models.

Consumers who crave a simpler model can only hope that the manufacturer will add one new feature: a button that can cancel (or hide) all advanced functions. After pressing, only the most basic features remain on the VCR. function.