Chris Anderson: the future of pricing
What will the future be of the pricing model? Chris Anderson talks about this in his new book Free: The Future of a Radical Price. In the included clip he gives alredy some inspiring insights.
Pricing isn't anymore the tool to be competitive from your competitor in my opinion. Many marketers will disagree with mee but when I look at the future pricing will become a les important tool for organizations to gain market share. The free model or the pay what you want model will become more important. Just think about some initiatives like Radiohead (In Rainbows), IBIS Hotels, Lentil, TwentsWelle (museum), Faber ebooks, advertising agencyNil etc. With the ever growing transparency in the markets and the development of a world where we can make real time pricing comparisons with our mobile devices consumers are able to share and compare prices. With this and the fact that consumers know what they want to pay for a product or service pricing strategies most change. Consumers know that organizations must make profit to survive but they also want that the profits of organizations are honest.
When you are as an organization really strong and honest you must be able to give consumers some freedom in setting their own prices.
With Wikipedia, blogosphere, new media we see the rise of the gift economy. Every industry that becomes digital eventually becomes free
It is against all settled marketing- and economic rules but we live now in a world where we must let go of old fashioned rules and strategies. Chris Anderson talks in his book about the so called 'gift economy'. This is an economy where everything is for free. With the ever growing digitalisation of products and services we are building slowly but surely this gift economy.