My subscription for Bullguard Internet Security (2012) is about to expire. If I go to the Bullguard site to renew my subscription, it tells me 1-year subscription is £34.97 (down from a RRP of £49.95).
That seems a lot, so I went to Amazon to check prices:
Bullguard Internet Security V13 Retail Boxed - 3 PCs by Bullguard (2012)
£19.50 Windows 7 / 8 / Vista / XP Order in the next 3 hours and get it by Friday, Nov 23. More buying choices - Windows 7 / 8 / Vista / XP
and BullGuard Internet Security 12, 1 year subscription, 3 Users (PC) by Bullguard (2011)
£11.50 Windows 7 / Vista / XP
What's going on here. Why would I buy the subscription at £34?
At BullGuard, we sell our products directly to customers through our online shop. We also partner up with online and offline (retail) shops, who receive BullGuard products to sell on to their customers. We have a recommended price which reflects the value of the product, and this is the price we sell it for through our web shop.
We cannot control what price our partners resell our products at, we can only recommend a price. We also cannot offer our products at a lower price than they are worth, which is the price we recommend to our partners. If our partners are in a position to sell our products at a discounted rate and make their money on other items on their shelves, that is beyond our control.
If we were to match the lowest price at any given time we would have to change the pricing continuously, probably leaving some customers feeling cheated because the price they bought at yesterday had suddenly been lowered. In addition, it would complicate matters for our partners. We would also not be able to cover our production costs and would end up going out of business.