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J The IBM Laser Printer In May 1990, IBM announced the introduction of the LaserPrinteIi E, a lower cost alternative to its popular LaserPrinter. The LaserPrinter E was virtually identical to the original LaserPrinter, except that the E model printed text at 5 pages per minute (ppm), as opposed to 10 ppm for the Laser Printer. According to Jones (1990), the LaserPrinter E uses the same "engine" and virtually identical parts, with one exception: The controllers in our evaluation unit differed only by virtue of four socketed rmware chips and one surface mounted chip. PC Labs' testing of numerous evaluation units indicated that the LaserPrinter E rmware in effect inserts wait states to slow print speed.... IBM has gone to some expense to slow the LaserPrinter in rmware so that it can market it at a relatively lower price. That is, IBM has added chips to the LaserPrinter E that serve as counters or idlers, chips that perform no function other than to make the machine pause and hence print more slowly. Moreover, this is the only difference in the two machines. In particular, the idling only applies to text printing, so that graphics comes out at the same speed. It is interesting that PC Magazine (Jones, 1990) gave a good review of the LaserPrinter E, priced at $1,000! calling it "the obvious choice" over the Hewlett-Packard IIP. For an additional $200, one can upgrade the LaserPrinter E to the LaserPrinter (the original one that prints faster). IBM promoted the two printers aggressively to two different market segments, such as, LaserPrinter-E to the home and low-output users and the LaserPrinter to the commercial and high-output users as a premium product. IBM gained market leadership in one and half years. Discussion question What is the type of customer value is associated with the Laser Printer customers of IBM? Howr it is different to any other type of customer value already discussed