Dell Hits Magic Price with $99 Printer

Certain prices have almost magical powers, altering buyers perceptions powerfully enough to play havoc with rational economic theory and smooth demand curves. Dell may have hit one of those prices with its $99 black and white laser printer. This is about half the price of competitors’ offerings, and comes with cheaper cartridges, as well. This will certainly put tremendous pressure on HP and could launch an all-out price war. It could also greatly expand the home laser printer market, which has languished compared to the inkjet market.