Little Fugue

Cognitive Effluvia

Tuesday, January 18, 2005

Boing Boing: Why HP's region coding excuse is bogus:
In simple terms, HP has to worry about being paid $1US today, then try and buy $1EU of stuff next week, when that US dollar is only worth 80 cents in Europe - they just lost 20% on that transaction.

"Buck Thighmaster" has written a simple analysis of why HP's region coding scheme for printer cartridges, which HP claims is to protect them from global currency fluctuations, is totally bogus. Buck says HP ought to increase the price in a declining market (like the US) to insure themselves against further declines of the dollar against the other market economies.

What Buck fails to mention is that companies have long been able to insure themselves against currency fluctuations, and that obtaining such insurance is the precise reason why foreign exchange futures markets exist. If HP is concerned that the Euro will rise while the Dollar continues to fall, they need merely purchase a long contract on Euros for the dollar amount of merchandise they wish to insure. It isn't rocket science. All world-market players use it to insure themselves.

This just makes it all the more plain that HP is pulling wool in their justification for region-coding their print cartridges. I think it's a shame that a company with HP's stature and reputation would stoop to such simplistic attempts at deception.

Comments:
First, global companies do currency hedging, yes, but it is not perfect. For instance, it is not desirable for a company to get distracted doing investments that are not in line with its core business. Investors in a company like HP do not want to hear that their results depend on the company's ability to hedge currencies.

Second, Buck Thighmaster responded to a Boing Boing reader who happened to be an HP employee, but who was not speaking in any official capacity for HP and is no more qualified to speak on the issue than Buck himself. Said employee was, if you took the time to read the message, advocating for the customer by berating the bean counters for the policy.

Third, you are right that it's not just about currency hedging. Stop chasing red herrings and get to valid criticisms of HP. Pouncing on an anonymous employee who is trying to help will only serve to get him fired (believe me!).
 
I think hedging is less distracting from core business than gazing into the crystal ball and deciding how much to mark your products up to compensate for what you think might happen to market prices. Futures contracts guarantee that you don't have to think about that. And it really doesn't take much thought - just tally up the dollar value of inventory in a given market and figure out when that stuff ought to sell, then buy a contract for that value and expiration, and you've got a lock on today's exchange rates for your entire inventory.

As for the HP employee being "no more qualified to speak on the issue than Buck himself", I believe there is ample precedent supporting the notion that an employee is an "agent" of the corporation, and that whatever an employee says may be taken as corporate gospel unless there are specific written statements to the contrary. This is one reason why corporations are so touchy about public statements by their employees - they can be sued for what their employees say. It's also why the contract you sign when you buy a car from a dealer has all this really fine print that says it doesn't matter what the salesman said, if it ain't spelled out here, tough cookies.

I agree the currency fluctuations explanation is a bit of a red herring, but for lack of any better explanation from HP regarding their decision to region-code their printer cartriges, we can only pick the nits we see.
 
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