Digital Pricing Strategy: Capturing Value from Digital Innovations

ISBN-13: 9781032127729 / Angielski / Miękka / 2023 / 272 str.

Stephan M. Liozu; Andreas Hinterhuber

Opis

Digital Pricing Strategy provides a best-practice overview of how companies design, analyse and execute digital pricing strategies. Bringing together insights from academic and professional experts globally, the text covers essential areas of the value and pricing of data, platform pricing, pricing of subscriptions and monetization of the global environment.

Case studies, examples and interviews from leading organizations, including Zuora, Honeywell, Relayr, Alcatel Lucent, ABB, Thales and General Electric, illustrate key concepts in practice. To aid student learning, chapter objectives, summaries and key questions feature in every chapter, alongside PowerPoint slides and a test bank available online for lecturers.

Comprehensive and applied in its approach, this text provides postgraduate, MBA and Executive Education students with an understanding of the capabilities, processes and tools that enable executives to effectively implement digital transformations and capture value from digital innovations.

Spis treści

Table of Contents

Introduction

Section 1: Digital Pricing

Chapter 1: The Essential Ingredient for More Effective Digital Pricing: Value

Chapter 2: Publish Your Prices

Chapter 3: Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing?

Chapter 4: Realizing Your Monetization Potential Needs Customer Value Management

Chapter 5: Measure and Quantify the Value of Your Digital Solution

Section 2: Software and Subscription-Based Pricing

Chapter 6: Price Increase for Discounted Customers in SaaS: Pricing Research Description and Success Story

Chapter 7: SaaS Pricing: From Subscriptions to Usage-Based Pricing Models

Chapter 8: The Digital Pricing Framework: Best Practices in B2B Pricing and Offer Design

Chapter 9: Tapping into the Subscriber Psychology with Good-Better-Best: Is There an Optimal Ratio Between Tiers?

Chapter 10: Value-Based Pricing of Smart-Product-Service Offerings in the Manufacturing Industry

Chapter 11: Price Sensitivity Meter and Conjoint Analysis as Tools to Set Your Industrial Subscription Pricing

Section 3: The Value and Pricing of Data

Chapter 12: Overcoming Real-World Challenges in B2B Digital Pricing Transformation

Chapter 13: Holistic Approach to Market Segmentation of Industrial Smart Services: What Is the True Value of Data?

Chapter 14: Three Considerations for Data Monetization and Value Creation in the Digital Age

Chapter 15: The Economics of AI: How to Shift Data Projects from Cost to Revenue Center

Chapter 16: The Pricing of Data: An Interview with Jian Pei, Simon Fraser University

Section 4: The Pricing of Platforms and Marketplace

Chapter 17: Marketplace Monetization Methods

Chapter 18: The Monetization of Marketplaces and Platforms in the Context of Web 3.0

Chapter 19: Pricing in Platforms and Marketplaces: A Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace-Platforms

Chapter 20: Online Pricing Experimentation

Section 5: Pricing and Artificial Intelligence

Chapter 21: AI and Its Impact on Pricing Technology

Chapter 22: Why AI Transformations Should Start with Pricing

Chapter 23: Digitization of the B2B Pricing—A Fundamental Shift Required

Chapter 24: Value-Based Offers Assisted by Artificial Intelligence

Chapter 25: Digital Transformation: How to Convert a Buzzword into Real Bottom-Line Value