
Linden Lab lowers prices, estate owners rebel
Filed under: Business models, Economy, Opinion, Second Life, Virtual worlds
Linden Lab is giving the air of being somewhat baffled this week. Earlier in the week, it lowered prices for new Second Life simulators -- because well, lower prices are good, aren't they?
Unfortunately instead of lavish praise for the price cut, response to the move seems to be more along the lines of "Argh! You sons of bitches!" (loosely paraphrased). There seems to be more depreciation than appreciation involved.
As we understand it there are a couple of factors involved behind the price cuts. If Linden Lab is still purchasing essentially the same basic make and model of hardware that it was when Class 5 servers rolled out in November 2006, well that server hardware has been on the market now for nearly a year and a half. We can expect the purchase price of that hardware to have dropped at least 10 or 15% by now, and perhaps more (though service agreements on top of the hardware costs may still be the lion's share of the total purchase price).
The new land store also is supposed to reduce manual involvement in the simulator purchasing and commissioning process. The details aren't clear, but it appears that servers will be able to be connected to the grid, loaded with the software and will go on stand-by, ready for simulators to be allocated and brought online without time-consuming and expensive human intervention.
Neither of these appear to affect ongoing operational costs, and indeed monthly fees for simulators remain the same.
Jack Linden of the Second Life Concierge Team gives the new pricing this way:
When the new Land Store launches, setup fees will be:
- Normal Islands: USD$1000 setup
- Normal Openspaces: USD$250 setup
- Educational Islands: USD$700 setup
- Educational Openspaces: USD$175 setup
These prices exclude VAT.
The land store is expected to go online around midweek next week.
If you ordered a normal simulator (not Openspace/void) in April, you can either cancel your order now for a full refund, and order again when the price drop becomes effective, if that is what you want to do; or you can get a free Openspace/void sim with six months of fees fully paid.
If you ordered a normal simulator between March 11 and March 31, you can obtain an Openspace/void sim with three months of fees fully paid.
If you had an Openspace/void sim delivered (note the difference between delivered and ordered) on or after April 1 you can cancel that for a full refund.
To take any of these options, you need to contact the Concierge team before the 16th.
The majority of reactions to the price changes seem to be angry or upset -- and not everyone we have spoken to seems to be even able to articulate why, but it is clear that they are not happy.
Ultimately, land in Second Life is in relatively constant supply, which makes it a commodity item unlike physical world real-estate. We suppose that that makes it prone to depreciation over time.
Should Linden Lab have maintained the higher prices and pocketed the profits to pay for additional support or offset future, more expensive hardware purchases?






Reader Comments (Page 1 of 1)
4-10-2008 @ 3:19AM
Nock Forager said...
Releasing new server (class6?) could maintain setup price, but it means class5's values go down relatively. Peoples need to think separatly "Setup price" and "maintenance fee". It's different things...
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4-10-2008 @ 11:55AM
sirhc DeSantis said...
How come I never heard of these open space sims before now? One of those would suit me fine and i'd snap one up
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4-10-2008 @ 12:04PM
Tateru Nino said...
Well, we've definitely covered them before! :)
4-10-2008 @ 12:30PM
Samantha Poindexter said...
Before you get [i]too[/i] excited, it should be noted that you need to own an ordinary island in order to buy an Openspace region.
4-10-2008 @ 12:51PM
Dedric Mauriac said...
I purchased my sim a few months after they raised the price from 1295 to 1695. I always considered that I had a sort of "equity" in my sim in that I could sell it off for a reasonable price. Now it appears that my equity dropped almost by half. I believe the Lindens choose to do this to reflect the current housing market in real life. Now you too can suffer in both the Real Life and Second Life!
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4-10-2008 @ 10:14PM
Prokofy Neva said...
I'm not surprised that Tateru is adopting the Platformist's take on this, that this is "all about hardware". Of course, even if class 5 servers came down in price, they hardly dropped 60 percent overnight now, did they! Computers don't slash *that* far down *in a day*. But of course, the desire to relativize and diminish the sense of land and economy in SL is very powerful in the Platformists, and they would like land to be rolled out like toilet paper for pennies, to be stacked up and not dependent on proximity of servers or contiguousness, and for the balance to shift to created content, not land, as Qie put it so perfectly (for that point of view).
Yet Linden Lab achieved the massive participation in virtuality that it did precisely because it created -- and defended for a time -- the metaphor of land as a commodity, and a free market as the basis for a free society. If there were no private property, no means to make a business, no means to hold and express value, how many people are really going to want to play virtuality for long? The sense of place and property aren't just necessary fictions -- people need them to bother with virtuality.
Killing off this metaphor may give a huge sense of smug satisfaction to Platformists who think the "world" should just exist to be a string of sandboxes for prototyping and stadiums to have business mediums in, and not any kind of deep and rich *life*.
But then...who will pay the bills? The people who bought the land metaphor may be scorned; they pay the revenue for this company, which did not yet make another type of business model.
The common fallacy is that you cannot make virtual land value hold, because it is "endlessly available" and you can always "print one more". But...you can't. It is tied not only to servers but to programmers and software creation and upgrades. So the package of materials sold as "Second Life" are usually constructed into a land metaphor, and the Lindens really shouldn't be so harshly deflating and destroying the metaphor.
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5-13-2008 @ 4:53PM
max said...
It's evident to even small land owners now, as of 13 May or so, regarding both estate land and mainland, that the appointed caretakers of the land supply lack any of the following:
1. Backgrounds in economics, econometrics or real estate.
2. The ability to do real-time analysis or trend forecasting.
3. Any concept of what the word "value" means.
What is clear, however, is the hamfisted, emotionally charged, reactionary stops and starts of the "Land Dept" as it continuously tries to remove Chandler's Hand from the marketplace and tries to replace it with the hands of meddling fools to "make" things a certain way.
People are angry on the mainland that land purchased between November of 2006 and March of 2008 has already been devalued approximately 50% and, more importantly, buyers for land have, by and large, disappeared, for lack of a better word, as the Land Dept has now injected fear, uncertainty and tension into an otherwise stable, fully-functional market.
As a resident since 2006, I've observed this over and over, however, April 7th's blog announcement, followed by too many new sims - as part of a new continent no less, has brought trading to a virtual halt.
When a company makes a decision to eliminate value from its customers - in many cases here, earned value - then there is something wrong. Either the CEO and CFO are drinking the same Kool Aid or they're asleep at the wheel, because properly run companies just don't take value away, on the converse, it's their job to add value.
There's a right way to achieve lower pricing and a wrong way. The wrong way has been aptly demonstrated over the past few weeks and the person in charge of the land supply should be relieved of his or her responsibilities and transferred to some place where they cannot deteriorate brand loyalty and trust as they have been doing.
Hand in customers wallets - destroying value - Game Over.
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