Brother Refresh EZ Print Subscription Service: Difference between revisions
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==Subscription | ==Subscription eligibility== | ||
Brother currently lists [https://www.brother-usa.com/supplies/subscription-info/eligible-printers/products#sort=%40productcataloglistprice%20descending these printers] available to enter the Refresh program. The printer can either be "Refresh-ready" (with Refresh EZ-Print Subscription ink and toner cartridges included) or activated post-purchase via the Brother website. Once the printer is activated and enrolled to the Refresh service, only cartridges or toner supplied by Brother can be used. | Brother currently lists [https://www.brother-usa.com/supplies/subscription-info/eligible-printers/products#sort=%40productcataloglistprice%20descending these printers] available to enter the Refresh program. The printer can either be "Refresh-ready" (with Refresh EZ-Print Subscription ink and toner cartridges included) or activated post-purchase via the Brother website. Once the printer is activated and enrolled to the Refresh service, only cartridges or toner supplied by Brother can be used. | ||
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======False or | ======False or misleading promotion====== | ||
*Brother clearly advertises color plans in the '''EZ Print''' program yet no color printers are currently eligible.<ref>[https://www.brother-usa.com/supplies/subscription-info/eligible-printers/products#sort=%40productcataloglistprice%20descending EZ-Print Eligibility List]</ref> | *Brother clearly advertises color plans in the '''EZ Print''' program yet no color printers are currently eligible.<ref>[https://www.brother-usa.com/supplies/subscription-info/eligible-printers/products#sort=%40productcataloglistprice%20descending EZ-Print Eligibility List]</ref> | ||
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It states: ''based on monthly subscription cost in U.S. for Mono Laser Power Plan vs. average cost per page of eligible like standard capacity cartridges. Savings will vary based on Refresh EZ Print Subscription plan selected.'' | It states: ''based on monthly subscription cost in U.S. for Mono Laser Power Plan vs. average cost per page of eligible like standard capacity cartridges. Savings will vary based on Refresh EZ Print Subscription plan selected.'' | ||
======Obfuscated or | ======Obfuscated or misleading claim====== | ||
*No color laser or inkjet printers are included in Brother's claimed subscription discount comparison. | *No color laser or inkjet printers are included in Brother's claimed subscription discount comparison. | ||
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Brother offers a '''10% discount on all orders''' of genuine ink & toner when subscribed to the EZ Auto Reorder program. The Program also enables the end-user to select a higher-yield cartridge if required. | Brother offers a '''10% discount on all orders''' of genuine ink & toner when subscribed to the EZ Auto Reorder program. The Program also enables the end-user to select a higher-yield cartridge if required. | ||
======Obfuscated or | ======Obfuscated or misleading claim====== | ||
*No inkjet printers are currently eligible for the '''EZ-ARP''' yet Brother promotes "Ink & Toner Delivered Automatically" on the program page. | *No inkjet printers are currently eligible for the '''EZ-ARP''' yet Brother promotes "Ink & Toner Delivered Automatically" on the program page. | ||
==Subscription | ==Subscription analysis== | ||
=====Case | =====Case study===== | ||
[[File:MFCL2710DW EZ-Print.png|thumb|500x500px]] | [[File:MFCL2710DW EZ-Print.png|thumb|500x500px]] | ||
To investigate Brother's claim for their purported savings in the '''EZ-Print''' program, we used the listed legal disclaimer as a basis for the setup: | To investigate Brother's claim for their purported savings in the '''EZ-Print''' program, we used the listed legal disclaimer as a basis for the setup: | ||
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*the end-user has a broader choice of consumables. | *the end-user has a broader choice of consumables. | ||
======EZ Print | ======EZ Print cost comparison matrix====== | ||
{| class="wikitable" | {| class="wikitable" | ||
! | ! | ||
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======False or | ======False or misleading claim====== | ||
As the above data illustrates, Brother's claim that the program can '''"save the end-user up to 50%"''' is purposefully misleading. They do this by using the following methods: | As the above data illustrates, Brother's claim that the program can '''"save the end-user up to 50%"''' is purposefully misleading. They do this by using the following methods: | ||
#'''Scenario | #'''Scenario manipulation''': Brother creates a situation where the user runs with the service for only a month, ending the program before the billing cycle before or prior to the auto-replenishment alert. | ||
#'''Comparing | #'''Comparing different programs''': this is a clear misrepresentation. Here Brother relates Pay-Per-Page to Pay-Per-Cartridge, a false and misleading comparison. The matrix shows us that the Brother price is roughly half that of the next supplier, but here the user '''owns the cartridge''' bought from Staples and only the '''rents the ability to print a certain number of pages''' from Brother. | ||
We note also that should the end-user run with the program for a year, then the Brother program is the most expensive option for printing. | We note also that should the end-user run with the program for a year, then the Brother program is the most expensive option for printing. | ||
======EZ Auto Reorder | ======Brother EZ Auto Reorder cost matrix====== | ||
{| class="wikitable" | {| class="wikitable" | ||
! | ! | ||
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''<small>NB: Brother only listed here. All other competitor data remains identical to the EZ Print Cost Comparison Matrix.</small>'' | ''<small>NB: Brother only listed here. All other competitor data remains identical to the EZ Print Cost Comparison Matrix.</small>'' | ||
======Validated | ======Validated claim====== | ||
The EZ Auto Reorder subscription offers the end-user a '''10% discount''' on cartridges while they are enrolled in program. This reduces the cost-per-cartridge by $4.80 when the product is supplied directly from Brother. | The EZ Auto Reorder subscription offers the end-user a '''10% discount''' on cartridges while they are enrolled in program. This reduces the cost-per-cartridge by $4.80 when the product is supplied directly from Brother. | ||
==Subscription | ==Subscription history== | ||
======Overview====== | ======Overview====== | ||
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The post war years saw significant Japanese government focus on industrialization.<ref>Mosk, Carl (August 12, 2023) [https://eh.net/encyclopedia/japanese-industrialization-and-economic-growth/ "Japanese Industrialization and Economic Growth"] Economic History Association. Retrieved February 8, 2025</ref> And by the early '''1960's''' and '''1970's''', Japan's electronics manufacturing sector was not only mature but had rapidly expanded. Facts such as a large national labor pool, new access to western technology and the skill-to-cost benefits from earlier government investment, quickly made Japanese manufacturers the leaders in high-quality, low-cost electronic products. Brother too, benefited from this economic environment. It invested heavily in the technology sector and by '''1971''', released a product that would change the company direction and growth into the foreseeable future: a high-speed, '''dot-matrix printer'''. | The post war years saw significant Japanese government focus on industrialization.<ref>Mosk, Carl (August 12, 2023) [https://eh.net/encyclopedia/japanese-industrialization-and-economic-growth/ "Japanese Industrialization and Economic Growth"] Economic History Association. Retrieved February 8, 2025</ref> And by the early '''1960's''' and '''1970's''', Japan's electronics manufacturing sector was not only mature but had rapidly expanded. Facts such as a large national labor pool, new access to western technology and the skill-to-cost benefits from earlier government investment, quickly made Japanese manufacturers the leaders in high-quality, low-cost electronic products. Brother too, benefited from this economic environment. It invested heavily in the technology sector and by '''1971''', released a product that would change the company direction and growth into the foreseeable future: a high-speed, '''dot-matrix printer'''. | ||
======Segment | ======Segment reliance====== | ||
Into the '''1990's''', Brother identified its Printing & Solutions ('''P&S''') segment as a global category for growth and shifted significant resources directly towards this market. And while Brother maintained its leadership in core categories such as industrial sewing, machine tools and parts, the company continued to make further gains through P&S and in electronic products such as labeling. The returns in these segments continued to provide Brother capital for expansion. They developed product lines that took advantage of broadening demand, not only through industrial buyers to whom Brother traditionally catered, but with small office and home office users ('''SOHO''') who began to purchase Brother's products for their high reliability and reasonable cost. By the mid-1990's Brother had a mature and robust printing portfolio and had released many successful and profitable lines: | Into the '''1990's''', Brother identified its Printing & Solutions ('''P&S''') segment as a global category for growth and shifted significant resources directly towards this market. And while Brother maintained its leadership in core categories such as industrial sewing, machine tools and parts, the company continued to make further gains through P&S and in electronic products such as labeling. The returns in these segments continued to provide Brother capital for expansion. They developed product lines that took advantage of broadening demand, not only through industrial buyers to whom Brother traditionally catered, but with small office and home office users ('''SOHO''') who began to purchase Brother's products for their high reliability and reasonable cost. By the mid-1990's Brother had a mature and robust printing portfolio and had released many successful and profitable lines: | ||
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'''<nowiki/>'To change and reposition the existing printing business to one that is clearly defined for corporate profitability enhancement'.''' | '''<nowiki/>'To change and reposition the existing printing business to one that is clearly defined for corporate profitability enhancement'.''' | ||
==References== | ==References== | ||