January 25, 2008 (12:31 am)
Tyler Savery
Jimmy Schaeffler of Carmel Group published an interesting article regarding the merger. Carmel Group did some initial studies on the merger, and I have in the past conversed with Mr. Schaeffler, and conducted an in depth interview based on his opinions. That article is available in the archives of Satellite Standard Group.
As with any opinion there are opposing points of view. In his article Schaeffler offers a comparison between the wine industry and the satellite radio industry and draws a conclusion that the merger is not a good thing for consumers. In summary the article offers the following example of an event in the wine industry”
The 2-Buck-Chuck Test
“‘The 2-Buck-Chuck Test’ title comes from the remarkable wine product offered by vintner Charles Shaw, who, several years ago, began competing with the significantly higher-priced wines in the national market place by, for example, selling a bottle of quality cabernet for two dollars. The move was revolutionary because not only did Shaw sell a remarkable quantity of spirits, but the competition was forced to respond (and produce more value), and the consumer was treated to a stunningly valuable offering (which the consumer loves, I can assure you from talking with my friends in the wine industry). All three parts of this consuming cycle benefited, and the economic model called basic capitalism did best what it does best: It competed head-to-head and things improved.”
From this example Mr. Schaeffler goes to this:
“Satellite radio is really just a varietal among many other choices. And the problem there is that if you allow the XM-Sirius merger, it is the equivalent of allowing Gallo to purchase the sole remaining competitive cabernet sauvignon producer, leaving just one single maker of cabernet sauvignon. I drink what Gallo gives me (and only that).
I can still go out and purchase merlot, or a zinfandel, or really a lot of other red wines. But what if I just want to purchase cabernet sauvignon – or, in our example, satellite radio – and the merger means there is now only one maker and one choice of cabernet sauvignon … or satellite radio? Is that the best way to run an economy? You pick a business and simply eliminate competition by permitting mergers and telling consumers that other, different types of products or services are adequate substitutes (even if they are not)?
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