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ent currencies: the dollar, the yen, the euro, the<br />
yuan and the pound. We have currencies from<br />
all around the world in our bank accounts. For<br />
some reason, they seem to cancel out the fluctuations<br />
in exchange rates. Fortunately, some of our<br />
accounts folks are experts with trading and currencies,<br />
and this maximizes our exchange rate<br />
negotiations. That’s very important, because we<br />
work on relatively small margins,<br />
and a small fluctuation can cause<br />
quite a big change in the profitability<br />
in that country.<br />
over the last few years, our<br />
business has been up year on<br />
year. So, it’s been difficult for us<br />
to notice the downturn. We’ve<br />
also always been very careful<br />
about price balancing, and always<br />
give good value for money. For<br />
instance, the new Micro Terror<br />
we have just released sells for<br />
$149. It’s a tiny 20-watt amplifier<br />
with a tube pre-amp that sounds<br />
way bigger than it looks. It also<br />
happens to sound good, too!<br />
The <strong>Retailer</strong>: What does<br />
Orange’s future hold? Do you<br />
foresee any major changes or<br />
shifts in terms of the product<br />
pipeline, market segments,<br />
business relationships or<br />
FIND OUT WHY<br />
EVERYONE IS WATCHING<br />
company strategy? What can<br />
we expect to see?<br />
Cooper: We are trying to diversify<br />
our product range a bit more<br />
within the music industry. The<br />
computer/home recording market<br />
is quite a big market, hence<br />
the oPC. For me, the business<br />
doesn’t really change that much,<br />
other than the high-tech side. At<br />
the end of the day, it will always be<br />
about music. So, from that point of<br />
view, we’ll always be there.<br />
The <strong>Retailer</strong>: How would<br />
you describe your overall<br />
sense of the music products<br />
market right now? Do you feel<br />
like we’re strong compared<br />
to peer industries? Do you<br />
feel as though we’re struggling?<br />
Do you feel like we’re<br />
wrapped up with the entire<br />
economy overall?<br />
Cooper: I’m cautious. Technology’s<br />
changing so quickly.<br />
For young people, there are lots<br />
of new options now. Computers<br />
compete with music. People<br />
spend time on laptops, computer<br />
games, gadgets, etc. So, yes, the<br />
music business has lost people to<br />
different interests. The Internet<br />
opens up a whole new world of<br />
things to do.<br />
But, interestingly, a lot of these<br />
computer-related products, and<br />
companies, are beginning to<br />
cross-associate with music on a<br />
bigger scale than ever. The music<br />
business, from artists to instruments<br />
to associated equipment, is<br />
recapturing a lot of that market,<br />
as well as creating more ways<br />
than ever for music and computer<br />
technology to learn and grow<br />
together.<br />
<strong>Music</strong> & <strong>Sound</strong> <strong>Retailer</strong><br />
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