
DVD MACHINE - THE REAL DEAL...
07 April 2005
By Jeanmarie Tan
NOWADAYS, renting a DVD is as easy and convenient as drawing cash from an ATM.
And the trend is slowly but surely catching on.
Just ask the people behind Play! Entertainment, the company which created a 24-hour automated DVD rental kiosk (left), which acts like a vending machine and uses biometric thumbprint recognition to verify customers.
According to Ms Gina Tan, Play!'s marketing and operations director, the public response has been 'favourable', with queues forming at their machines even at 1am. Play! has secured more than 7,000 members within six months of operation, and are expanding further into the heartlands, which is their target market.
In addition to its eye-catching chilli-red kiosks at Northpoint, West Mall, Caltex House and Parkway Parade, four new ones will be located at Sengkang MRT station, Tiong Bahru Plaza, Jurong Point and tentatively around the Woodlands area, starting this month.
An individual kiosk holds more than 200 titles (including a wide selection of Bollywood titles) and the newest releases.
Each rental costs only $4.50 for the first 24 hours and five cents for each additional hour on late return (cheaper than traditional rental chains), and members enjoy special promotions and freebies. - Electric New Paper
This article leaves one thinking that the DVD machine is a wonderful convenience for our very busy lifestyles. It is almost even like an advertisement. There is such a machine, near where I stay and I registered as an user. Now I have to pay a $50 fine and I get to keep the overdue DVD I had borrowed a month ago. See thing is, a DVD costs less than 1/2 that price. And besides I watched that DVD all of but one time.Being a student and all, one tends to be busy with many activities.So you know, like in DVD rental shops where you can get someone else to return the DVD for you on your behalf, I passed the DVD to a friend. Alas, the machine, being what it is, an inhumane, inflexible and rigid mechanism, only allows one to access my account with my own thumbprint. At first, I did think, this was an interesting prospect, but I have come to realise that it is an hinderance at times to prompt returning.I did call the management trying to explain my predicament, the lady on the other end, sweet as her voice was, stated plainly that everyone I ask to help me return my DVD is expected to know my account number by heart, since they cant possibly have my thumbprint with them as well.
Firstly, there was no obvious and blatant instruction to customers about this arrangement; it is hard for one to know that it is indeed possible to access another's account without that particular someone's thumbprint.
Secondly, my account number also happens to be my NRIC number, perhaps due to the management's consideration for the customer's convenience. Only, why in the world, would one want to publicise something as important and personal as an NRIC number? Besides, wouldnt it be an hassle to remember someone else's NRIC?Perhaps the management could look into this aspect of their machine? I hope constructive feedback would enhance their service.
The DVD machine charges $4.50 per DVD, regardless of how many DVDS you borrow. The shops charge only $4, sometimes less.You get more than one from a shop, you may very likely be entitled to a discount. In the shops, when you borrow more than one, you are entitled to keep the DVDs for more than one day. I am not sure if that is the case for this machine rental service.Finally and most importantly, if you were to borrow the DVD from a shop, and you were late, there is room for negotiation and perhaps, the kind owner might even decide not to fine you since you are a regular customer. The machine however favours no man.
In the National Library, any fines above $25 will not be charged, meaning you just pay $25 and keep the book, which probably could cost way more than $25. Well thats what the librarian told me anyway. What will you make out of charging $50 for a DVD which the customer is fully willing to return! Besides if that particular DVD would even have been rented out even if I had returned it on time, is questionable. Therefore, there is a high possibility that the management might have made no money whatsoever with that DVD even if it was returned.Now they make their claim to $50.
So basically, this machine in my opinion is really overated and the only plus point is that you could leave your house at midnight and decide to borrow a DVD when the shops are closed.But I wouldn recommend it if you were the sort with important things to do other than make your way religiously to the DVD machine to return that DVD.
With all that said, I will probably pay the $50, since I registered as an user, meaning I implicitly agreed to their terms and conditions.







