Thu 22 May 2008
I was hoping to pick up a copy of Wii Fit yesterday on it’s North American debut. I had no such luck. Wii Fit is generally sold out at most retailers to my great disappointment. It looks like I’ll be repeating my Wii hunt of 2007. I’m not hugely suprised by the shortage of Wii Fit, but I am more astounded there are still shortages of the Wii almost 20 months after the initial launch.
Wii Fit retails at $90, but if I were to buy it now from less savory sources I would have to pay as much as $250. I’m not paying that extra premium. While I’m certainly not supportive of people and companies somehow jumping the line and hoarding items only to resell them, I can’t blame people for pricing a product at which it’ll sell.
I’m biased by the nature of the industry I work in, and my study of economics. I’m a strong believer in price. Price is agnostic, and price is what ensures the markets work properly. If people are willing to pay $250 for Wii Fit, that gives Nintendo incentive to produce more. Pricing it at $250 also dissuades someone like myself from going and buying the product. The price balances the market.
The efficacy of price is the clearest in the commodity market such as oil, copper, and natural gas. By it’s nature a barrel of oil from one producer is indistinguishable from one produced by another. I’m fudging a bit because crude does have different grades, but for the purpose of pricing the basic commodity the variation between West Texas Intermediate (WTI) and Dubai are inconsequential. While Nintendo may not have a monopoly on video gaming, it does have a monopoly on the Wii and Wii Fit.
In the world of oil, the closest thing we have to a monopoly is OPEC, The Organization of Petroleum Producing Countries. While they have influence, it would be foolish to think they control the oil market. OPEC learned it’s lesson in 80s. Other countries start producing more oil, and consumers started consuming less. As much as it hurts the pocketbook, high oil prices are part of the solution. However this time around, I don’t believe Oil prices will fall to 1980 levels. Many non-OPEC countries are tapped out - the North Sea is about dried up, and other such as Russia are not so eager to see prices come down. Demand management, especially in Developed nations such as the U.S., will be critical lever to keep things in balance.