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Question: A distinguishing feature of today’s digital


A distinguishing feature of today’s digital technology is that it is characterized by zero (or near zero) marginal costs. Once the investment needed to create a digital good has been incurred, it costs next to nothing to roll out and distribute millions of copies. Software, e-books and music are largely available now as downloadable products. Each piece of software, book or music download has almost no marginal cost. Downloaded purchases are typically fully automated, so there are no labour costs. Also, as the software development, publishing or music production costs are all in the past (i.e. sunk costs), there are no additional material or component costs. There are, of course, fixed costs incurred on running servers and other components of the technology behind downloadable products.
Compare this with the purchase of an item of clothing from a leading high street retail outlet such as Zara or H&M. The purchase in this case is processed by a member of staff at the store. Going back along the supply chain, there may be logistical or delivery costs and, of course, the labour and material cost of the item of clothing itself. Such retailers do offer online ordering, which saves some cost, but there are still marginal costs of delivery for example.
Questions
1 Do you agree that the marginal cost of downloaded software or music is nil?
2 What marginal costs, if any, might be incurred by the provider of the servers where software/music is downloaded from?


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