{"id":4680,"date":"2024-04-11T16:26:22","date_gmt":"2024-04-11T14:26:22","guid":{"rendered":"https:\/\/www.deejayplaza.com\/en\/?p=4680"},"modified":"2024-05-23T18:51:39","modified_gmt":"2024-05-23T16:51:39","slug":"alphatheta","status":"publish","type":"post","link":"https:\/\/www.deejayplaza.com\/en\/articles\/alphatheta","title":{"rendered":"The silent downfall of Pioneer DJ"},"content":{"rendered":"<h2 class=\"simpletoc-title\">Table of Contents<\/h2>\n<style>html { scroll-behavior: smooth; }<\/style><ul class=\"simpletoc-list\">\n<li><a href=\"#who-is-alpha-theta-pioneer-dj\">Who is Alpha Theta \/ Pioneer DJ?<\/a>\n\n<\/li>\n<li><a href=\"#how-we-got-here\">How we got here<\/a>\n\n\n<ul><li>\n<a href=\"#1994\">1994<\/a>\n\n<\/li>\n<li><a href=\"#2001\">2001<\/a>\n\n<\/li>\n<li><a href=\"#2009\">2009<\/a>\n\n<\/li>\n<li><a href=\"#2012\">2012<\/a>\n\n<\/li>\n<li><a href=\"#20142015\">2014\/2015<\/a>\n\n<\/li>\n<li><a href=\"#2020\">2020<\/a>\n\n<\/li>\n<li><a href=\"#2023\">2023<\/a>\n\n<\/li>\n<li><a href=\"#2024\">2024<\/a>\n\n<\/li>\n<\/ul>\n<li><a href=\"#stability\">Stability<\/a>\n\n<\/li>\n<li><a href=\"#the-change\">The change<\/a>\n\n\n<ul><li>\n<a href=\"#the-sc5000-was-embarrassing\">The SC5000 was embarrassing<\/a>\n\n<\/li>\n<li><a href=\"#lack-of-innovations\">Lack of innovations<\/a>\n\n<\/li>\n<\/ul>\n<li><a href=\"#business-tip\">Business tip<\/a>\n\n<\/li>\n<li><a href=\"#slow-website\">Slow website<\/a>\n\n<\/li>\n<li><a href=\"#conclusion\">Conclusion<\/a>\n<\/li><\/ul>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/LcbKcmfFCc4\n<\/div><\/figure>\n\n\n<h2 class=\"wp-block-heading\" id=\"who-is-alpha-theta-pioneer-dj\">Who is Alpha Theta \/ Pioneer DJ?<\/h2>\n\n\n<p>AlphaTheta is company specialised in DJ products.<\/p>\n\n\n\n<p>AlphaTheta is the industry leader in the market.<br>It releases both DJ hardware: like players, mixers, sound effect machines and DJ controllers.<br>It releases also DJ software: Rekordbox, Serato, WeDJ.<\/p>\n\n\n\n<p>AlphaTheta CDJ 2000, CDJ 3000 players are used by almost every club in the world.<br>These players can use USB drives that are prepared with <a href=\"https:\/\/www.deejayplaza.com\/en\/articles\/rekordbox-review\" target=\"_blank\" rel=\"noreferrer noopener\">Rekordbox<\/a> software.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-we-got-here\">How we got here<\/h2>\n\n<h3 class=\"wp-block-heading\" id=\"1994\">1994<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"462\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-500.webp\" alt=\"\" class=\"wp-image-4964\" style=\"width:417px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-500.webp 800w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-500-600x347.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-500-150x87.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-500-768x444.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>When pioneer launched the CDJ 500 in 1994 they did something truly amazing.<br>For the first time you could play a CD at a variable speed using a jogwheel, making a great alternative to Vinyl.<\/p>\n\n\n\n<p>It was new, ground braking\u2026 but you weren\u2019t a \u201creal DJ\u201d if you weren\u2019t spinning with vinyl.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"2001\">2001<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"557\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-1000.webp\" alt=\"\" class=\"wp-image-4968\" style=\"width:400px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-1000.webp 800w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-1000-600x418.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-1000-150x104.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-1000-768x535.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Pioneer launched the CDJ 1000.<br>This was the first CD player with a proper Jog Wheel that allowed you to scratch.<\/p>\n\n\n\n<p>There was no wow, no flutter with as much bass as you like because the needle didn\u2019t jump out of the groove.<br>It was revolutionary!<\/p>\n\n\n\n<p>Every club in the world had them, and it made Pioneer market leader.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"2009\">2009<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"874\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-2000.webp\" alt=\"\" class=\"wp-image-4970\" style=\"width:276px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-2000.webp 700w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-2000-481x600.webp 481w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-cdj-2000-120x150.webp 120w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<p>In 2009, Pioneer launched the CDJ 2000.<br>The advantages of digital completely overshadowed analogue vinyl.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You could play music from a USB drive, instead of only a CD<\/li>\n\n\n\n<li>You could place <a href=\"https:\/\/www.deejayplaza.com\/en\/dj-terminology-glossary#hot-cues-cue-points-song-markers\" target=\"_blank\" rel=\"noreferrer noopener\">Cue Points and Hot Cues<\/a>.<\/li>\n\n\n\n<li>You could create <a href=\"https:\/\/www.deejayplaza.com\/en\/dj-terminology-glossary#loops\" target=\"_blank\" rel=\"noreferrer noopener\">loops<\/a><\/li>\n\n\n\n<li>You could <a href=\"https:\/\/www.deejayplaza.com\/en\/dj-terminology-glossary#quantize\" target=\"_blank\" rel=\"noreferrer noopener\">quantize<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.deejayplaza.com\/en\/articles\/rekordbox-review\" target=\"_blank\" rel=\"noreferrer noopener\">Rekordbox<\/a> became the preparation software to analyze the music, set cue points, and set loops was born.<\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"2012\">2012<\/h3>\n\n\n<p>Pioneer launched the CDJ-2000 nexus.<br>Now you could:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Slowing tracks up\/down while maintaining the key of a song (<a href=\"https:\/\/www.deejayplaza.com\/en\/dj-terminology-glossary#key-lock\" target=\"_blank\" rel=\"noreferrer noopener\">master tempo<\/a>)<\/li>\n\n\n\n<li>use <a href=\"https:\/\/www.deejayplaza.com\/en\/dj-terminology-glossary#slipflux-mode\" target=\"_blank\" rel=\"noreferrer noopener\">Slip mode<\/a><\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"20142015\">2014\/2015<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"162\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-pioneerdjlogo.webp\" alt=\"\" class=\"wp-image-4971\" style=\"width:349px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-pioneerdjlogo.webp 1024w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-pioneerdjlogo-600x95.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-pioneerdjlogo-150x24.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-pioneerdjlogo-768x122.webp 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>In 2014\/2015, the DJ division split off from Pioneer, and was now called: Pioneer DJ. (<a href=\"https:\/\/alphatheta.com\/en\/company\/\">source<\/a>)<br>Immediately Pioneer DJ was sold to investment company KKR for $551 million (<a href=\"https:\/\/djtechtools.com\/2014\/09\/16\/pioneer-dj-sold-for-551-million-pioneer-to-focus-on-car-audio\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">source<\/a>).<\/p>\n\n\n\n<p>From that moment on, things started to go south.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"2020\">2020<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"952\" height=\"173\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-alphathetalogo.webp\" alt=\"\" class=\"wp-image-4973\" style=\"width:351px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-alphathetalogo.webp 952w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-alphathetalogo-600x109.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-alphathetalogo-150x27.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-alphathetalogo-768x140.webp 768w\" sizes=\"auto, (max-width: 952px) 100vw, 952px\" \/><\/figure>\n\n\n\n<p>On January 1st 2020 the company &#8220;Pioneer DJ&#8221; was renamed AlphaTheta (<a href=\"https:\/\/alphatheta.com\/en\/information\/alphatheta-corporation-parent-company-change\/\">source<\/a>).<br>Then in March 2020 it was sold again to Noritsu.<\/p>\n\n\n\n<p>Rekordbox 6 was released and it introduced a subscription model.<br>Now the Rekordbox performance mode (formerly known as Rekordbox DJ) was now free.<br>(A tactic to keep the competition at a distance instead of innovating?)<\/p>\n\n\n\n<p>In September 2020 the CDJ 3000 was released, which I will talk about later.<br>New features included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improved loading speeds<\/li>\n\n\n\n<li>Improved audio quality<\/li>\n\n\n\n<li>improved jog wheel (they were pretty fragile)<\/li>\n\n\n\n<li>bigger display<\/li>\n\n\n\n<li>streaming support<\/li>\n\n\n\n<li>no CD player<\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"2023\">2023<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"354\" height=\"94\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-seratologo.webp\" alt=\"\" class=\"wp-image-4975\" style=\"width:175px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-seratologo.webp 354w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-seratologo-150x40.webp 150w\" sizes=\"auto, (max-width: 354px) 100vw, 354px\" \/><\/figure>\n\n\n\n<p>In 2023 Pioneer DJ buys Serato, a competing DJ software company.<br>Instead of innovating, they are starting to buy up the competition for their innovations.<br>Pioneer stated to use Serato\u2019s technologies in future products.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"2024\">2024<\/h3>\n\n\n<p>In 2024 Pioneer DJ officially changed also their branding to AlphaTheta (<a href=\"https:\/\/www.tonecontrol.nl\/nieuws\/post\/pioneer-dj-nu-alphatheta\">source<\/a>).<br>I personally hate the name AlphaTheta: it is hard to read, write and pronounce.<br>It sounds like beta, an unfinished product.<\/p>\n\n\n\n<p>Rekordbox 7 was released, tightening their grip on the market with dark patterns to lure customers unwillingly in their subscription model.<br>Now you have to pay to get a menu-structure like the CDJ\u2019s.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"stability\">Stability<\/h2>\n\n\n<p>When companies getting tossed around like a bag of potato chips, it is generally not a sign of a healthy stable company.<\/p>\n\n\n\n<p>When a company has multiple brand names : Pioneer DJ, Rekordbox, TORAIZ, KUVO it gets confusing.<br>But where it gets REALLY confusing when you rename your company from &#8220;Pioneer DJ&#8221; to &#8220;AlphaTheta&#8221;, and you still keep using &#8220;Pioneer DJ&#8221; and &#8220;AlphaTheta&#8221; brand names interchangeably.<\/p>\n\n\n\n<p>When on top of that a company changes its modus operandi: from being the innovator to the copy cat.<br>It all screams instability, not a good look.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"the-change\">The change<\/h2>\n\n\n<p>The first CDJs were amazing, Pioneer was amazing and on top of their game.<br>They invented, pioneered and lead the way for others to follow in their large footsteps.<br>Inventing and pioneering was in Pioneers name and blood.<\/p>\n\n\n\n<p>But since the sale to KKR, pioneer hasn\u2019t invented anything.<br>It seems like Investors had gotten their greedy little money-hands on an amazing company and intent to milk it for every single penny:<br>Quick short-term profits over long-term vision.<br>But where did the passion for DJing go?<\/p>\n\n\n\n<p>Pioneer went from a company that was first, to a company that had to catch up.<br>The release of Rekordbox 7 made that painfully clear:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It took them 4 years to make Rekordbox available on Apple silicon, 4 years after it\u2019s release.<\/li>\n\n\n\n<li>Automatic detection of cue points\/hot cues, which every other DJ software already had<\/li>\n\n\n\n<li>Speed improvements, because Rekordbox was slow and sluggish compared to other DJ software (and still is).<\/li>\n\n\n\n<li>Able to search in the preferences screen<\/li>\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\" id=\"the-sc5000-was-embarrassing\">The SC5000 was embarrassing<\/h3>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1093\" height=\"879\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-denon-sc5000.webp\" alt=\"\" class=\"wp-image-4958\" style=\"width:383px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-denon-sc5000.webp 1093w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-denon-sc5000-600x483.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-denon-sc5000-150x121.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-denon-sc5000-768x618.webp 768w\" sizes=\"auto, (max-width: 1093px) 100vw, 1093px\" \/><\/figure>\n\n\n\n<p>When Denon released the SC5000 in 2018, it obliterated Pioneer&#8217;s latest flagship product (CDJ 2000 NXS2) in every aspect, except sales.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>It was faster and more responsive.<\/li>\n\n\n\n<li>It had a sleek, more intuitive User Interface with a modern looking waveform<\/li>\n\n\n\n<li>It had a bigger screen that took the functionality of the touch screen to a new level<\/li>\n\n\n\n<li>It introduced streaming on DJ players<\/li>\n\n\n\n<li>WiFi support<\/li>\n\n\n\n<li>It introduced 2 layers on each deck with each a separate output<\/li>\n\n\n\n<li>Pitch bend (instead of only Key-Match)<\/li>\n\n\n\n<li>Beat slicer<\/li>\n\n\n\n<li>Beat roll<\/li>\n\n\n\n<li>Color screen in the middle of the Jog Wheel<\/li>\n\n\n\n<li>8 hot cues (instead of 4 on 2 banks) at your fingertips instead of leaning over the machine (with the chance of accidentally touching it).<\/li>\n<\/ul>\n\n\n\n<p>The CDJ 3000 came out 2 years later, and was the SC5000 in Pioneer flavor.<br>The CDJ 3000 was a product to catch up with Denon, but there was nothing innovative about it.<\/p>\n\n\n<h3 class=\"wp-block-heading\" id=\"lack-of-innovations\">Lack of innovations<\/h3>\n\n\n<p>The Denon SC5000 is just one example of Pioneer&#8217;s lazy attitude.<br>There are countless others where Pioneer was late to the party, like stem separation and automatic key detection.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"business-tip\">Business tip<\/h2>\n\n\n<p>If AlphaTheta wants to make more money, here is a business tip that benefits both investor and customer:<br>Simplify your product offering!<br>There are two reasons<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Offer less, sell more<\/strong><br>Studies have show that when you offer your customer less choice, you will sell more products.<br>Instead of offering 10 flavors of ice cream, offer 3 and you will sell more ice.<\/li>\n\n\n\n<li><strong>You can cut costs.<\/strong><br>You need less development time, less marketing and less components in stock for repairs.<br>Henry Ford said that you could order cars in every color, as long as it&#8217;s black.<\/li>\n<\/ol>\n\n\n\n<p>Why do you need 10 DJ controllers that basically all do the same thing?<br>Why not offer a cheap one, and an expensive one?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"727\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-too-many-products.webp\" alt=\"\" class=\"wp-image-4954\" style=\"width:512px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-too-many-products.webp 1200w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-too-many-products-600x364.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-too-many-products-150x91.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-too-many-products-768x465.webp 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>Why do you refresh these controllers so often? while the new one does exactly the same as the old one?<br>My old DDJ-RB does exactly the same as the newer DDJ-FLX4.<br>No innovation, no Pioneering.<\/p>\n\n\n\n<p><em>\u201cBut now the layout changed and looks more like a CDJ<\/em>\u201d<br>Maybe a better question would be: why was there a difference in the first place?<\/p>\n\n\n\n<p><em>\u201cBut now you can connect via bluetooth\u201d<\/em><br>Great, so besides a laggy Rekordbox, there is more even more lag.<br>On top of that, it introduces the risk of a loosing connection during a gig in a room with a lot of people with interfering mobile phones.<\/p>\n\n\n\n<p>Why do you have 5 all-in-ones machines (player+mixer) that all do the same thing?<br>Why not just one?<br>The same goes for players, mixers and effect machines.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"slow-website\">Slow website<\/h2>\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"723\" src=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website.webp\" alt=\"\" class=\"wp-image-4962\" style=\"width:405px;height:auto\" srcset=\"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website.webp 1000w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-600x434.webp 600w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-150x108.webp 150w, https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/05\/alphatheta-pioneer-website-768x555.webp 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Why is Pioneer&#8217;s website so slow?<br>It sometimes takes 2-3 minutes to get a response.<br>When Punjab from India wants to visit your website with his 3G phone, he is left in the dust.<\/p>\n\n\n\n<p>Also, why are there no Pioneer branded products on AlphaTheta&#8217;s website, but there are AlphaTheta&#8217;s on Pioneer&#8217;s website?<br>When you click on &#8220;support&#8221; on Pioneer DJ&#8217;s website, it is titled: &#8220;AlphaTheta Help Center&#8221;.<\/p>\n\n\n\n<p>Why is it a separate website to begin with?<br>It&#8217;s confusing.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n\n<p>I am worried that investors destroying the greatest DJ company in the world, a company that I hold dear to my heart.<br>Just to make a quick buck, and leave it for dead once they have their quick win.<br>And let others pick up the pieces once they are done &#8230; if there are any pieces left over to pick up.<br>Dragging everyone down with their foolish decisions.<\/p>\n\n\n\n<p>Pioneer is not the DJ company that it once was: a pioneer.<br>It\u2019s sitting back with their arms crossed, waiting for others to innovate, so they can incorporate it in their products.<\/p>\n\n\n\n<p>How long can they keep playing catch-up before a competitor takes over your market leadership because of first-movers advantage?<br>It\u2019s not about <strong>IF <\/strong>someone takes their crown, it\u2019s about <strong>WHEN <\/strong>someone takes their crown.<\/p>\n\n\n\n<p>Denon came awfully close with their SC5000, Pioneer dodged a bullet.<br>But apparently no one to notice at AlphaTheta.<\/p>\n\n\n\n<p>Even investors loose all their money when Pioneer is no more \u2026<br>It\u2019s a very dangerous game to play.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Table of Contents Who is Alpha Theta \/ Pioneer DJ? How we got here 1994 2001 2009 2012 2014\/2015 2020 2023 2024 Stability The change The SC5000 was embarrassing Lack of innovations Business tip Slow website Conclusion https:\/\/youtu.be\/LcbKcmfFCc4 Who is Alpha Theta \/ Pioneer DJ? AlphaTheta is company specialised in DJ products. AlphaTheta is the &hellip;<\/p>\n","protected":false},"author":2,"featured_media":4983,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,83],"tags":[84,86,87,88,85,12],"class_list":["post-4680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rekordbox","category-worth-reading","tag-alphatheta","tag-cdj","tag-cdj2000","tag-cdj3000","tag-pioneer-dj","tag-rekordbox"],"jetpack_featured_media_url":"https:\/\/www.deejayplaza.com\/en\/wp-content\/uploads\/2024\/04\/thumbnail-v3-alphatheta-pioneer-dj.webp","_links":{"self":[{"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/posts\/4680","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/comments?post=4680"}],"version-history":[{"count":30,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/posts\/4680\/revisions"}],"predecessor-version":[{"id":4994,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/posts\/4680\/revisions\/4994"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/media\/4983"}],"wp:attachment":[{"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/media?parent=4680"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/categories?post=4680"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deejayplaza.com\/en\/wp-json\/wp\/v2\/tags?post=4680"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}