In an aggressive move to consolidate its position in the DJ software market, Native Instruments today slashed the price of Traktor Pro 2, killed off entirely Duo (offering all Duo owners a free upgrade to Pro), and announced that the full Pro version of Traktor will now be bundled with all Traktor hardware, from the lowly Audio 2 upwards. Native is calling it a “simplification” of the range to coincide with the launch of Traktor Pro 2.5, but it also effectively marks the end of expensive DJ software; the most that users will pay for Traktor is now US$89/€79 (the price of the software bought fresh from the NI store) against US$229/€199 previously, and for US$119/€99 for the Audio 2 – the cheapest hardware from NI – you also get the full version of Traktor as well.
New upgrade offers for all Traktor owners
The company confirmed its previously announced free upgrade to Traktor Pro 2.5 for all 2.x owners, including those who buy Traktor hardware as of today to take advantage of the new bundles.
In a further attempt to bring users on to the latest version of the software, Native Instruments has also announced that owners of all pre-Traktor 2 versions of the software can upgrade to the latest version for US$44.50/€39.50 until April 30, 2012.
New names and prices
On day of multiple changes that NI is called “Traktor Remixed”, the Audio 6 and Audio 10 interfaces are now exclusively available with their respective digital vinyl systems, and have been renamed Traktor Scratch A6 and A10, coming in at US$339/€299 and US$559/€499 respectively.
Finally, following the recent offer period, Native has confirmed that the Traktor Kontrol S2 has now been given a new permanent price of US$559/€499.
What implications do you think this new pricing structure will have on the DJ software and hardware markets? Are the days of expensive DJ software finally over? Please share your thoughts in the comments.