The Michigan-based software company cheerfully acknowledges it: Giving away a computer program that reads text out loud to help visually impaired or literacy-challenged students is a blatant marketing gimmick.
“At this point, we’ve given Scan and Read away to more than 4,000 schools and libraries,” said Steve Timmer, president of Premier Programming Solutions.
The company is offering every school a free single-user license for its Scan and Read software package, so a student who needs it can have the opportunity to use this technology.
“Our competitors sell the software starting at $1,000, and that’s ridiculous,” declared Kenneth Springer, chief operating officer of Premier Programming Solutions. “Schools are on a tight budget.”
“We’re a very small company, and we don’t do much marketing,” Springer added. “Our products don’t cost very much, so our budget is small. But we don’t want to sell it for $1,000.”
Premier Programming Solutions, which has only three employees, said the company expects to get subsequent sales from customers who first try out the software in schools, libraries, literacy groups, and other non-profit settings.
“It’s inexpensive enough that if a child has been using it at school, then a parent can afford to buy it for at home, too,” Timmer said. “Sure it’s a marketing scheme, but it’s easier to show people how it works than it is to explain it.”
Timmer, a software developer and former nuclear engineer, developed the Scan and Read system in his basement after losing most of his vision to macular degeneration in 1996. He needed something to assist him in reading, but found the products on the market too expensive and complicated.
“When I first lost my vision, I quickly became frustrated with the price and complexity of other text-to-voice conversion programs,” he said. “Some people can pay $1,000 but most people can’t.”
Scan and Read, which is available to the public for $89.95, translates written text into spoken language. It will read any type of printed material including computer files, eBooks, books, magazines, and forms.
“You can pull up any existing text file or scan in any textlike a book or newspaperand it’ll read it to you,” Springer said.
It works with any Windows-based PC and any standard flatbed scanner. Users must turn the text into a digital format by scanning the text.
The software highlights each word on the screen as it reads the text aloud. “You can read a letter or line at a time, so it helps students follow along,” Springer said.
It also lets users control how fast the computer reads, and it can read in 17 different voices, according to company literature.
Dianne Yarnell, technology coordinator at the Arkansas Adult Learning Resource Center, which operates 53 adult literacy centers in the state, was delighted to get the Scan and Read software for free.
“I’m a scrounger so the first thing I did when I heard about Scan and Read was to call for a free copy,” Yarnell said. “This is one of those programs that if it wasn’t offered for free I would have scraped together the money to buy it.”
Although Yarnell didn’t compare any competing products, she liked the Scan and Read program on the first glance.
“When I first loaded it and looked at it, I watched to see if I had to do any training with our teachers, and I didn’t have to do anything,” Yarnell said. “It’s that easy to use.”
Because students in adult literacy programs often don’t have computer skills, the opportunity to use software to learn to read is a real bonus, said Yarnell.
“To me the computer is a basic tool. Using this software kind of kills two birds with one stone. [Users are] learning to use the mouse and computer, and they’re learning to read,” Yarnell said.
Some competitors, such as Kurzweil, part of the Lernout & Hauspie group, sell text-to-speech programs that are more robust and more expensive than Scan and Read.
Kurzweil offers the three different scanning and reading products, the company said: The Kurzweil 3000 for $1,895 assists those with learning disabilities, the MagniReader at $349 is for people with impaired vision, and the Kurzweil 1000 for $995 is for the blind.
Unlike Scan and Read, the Kurzweill 1000 can read text in 170 languages and switch between different languages instantly.
“There’s always a market that wants something for free, but those aren’t the customers who buy Kurzweil,” said David Bradburn, director of product management at Kurzweil. “We’d like to give our product away too, but we’re a for-profit company.”
According to one market analyst, newer companies with cheaper, smaller products often threaten more-established products like the Kurzweil line, but not always.
“Something that happens with mature companies is that they don’t want to compete on price but on features,” said Peter Stokes, executive vice president at Eduventures.com. Then, a new company comes along and offers a cheaper, lighter version of the product and often kills the giant company.
So will this marketing ploy help Premier Programming Solutions gain market share?
“Unless the product serves a real need of the institution, [giving it away for free] is not going to get the marketing bang their expecting,” Stokes said. “The critical challenge for that strategy to succeed is moving beyond schools saying ‘Yes, they’ll take it,’ to schools using it effectively.”
The worst possibility, according to Stokes: Potential customers would take the software because it’s free, but then never used it.
“Giving stuff away free to teachers does not necessarily result in sales or translate into paying customers,” Stokes said. “It’s definitely a difficult row to hoe.”
To obtain Scan and Read, call the company at (517) 668-8188 or visit its web site to apply for a free copy or to download a demonstration copy.
Premier Programming Solutions
Lernout & Hauspie’s Kurzweil Education Systems Group
Michigan Assistive Technology Resources