Digital Pricing Strategy: Capturing Value from Digital Innovations

Cover
Endorsement Page
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
List of Figures
List of Tables
List of Contributors
Acknowledgments
Introduction
	Motivation for the book
	Gathering of the best experts in the world
	Structure of the book
	Key questions and future areas of research
	References
Section 1 Digital Pricing
	Chapter 1 The Essential Ingredient for More Effective Digital Pricing: Value
		Changing the script in digital pricing strategy
		How to measure value for use in digital pricing
		Leveraging technology to measure value
		Evaluating value-based digital pricing over time
		The dangers of a good/better/best model
		The powerful pairing of value pricing and value selling
		CVM and the direct impact on SaaS pricing
		Building value synergies in digital pricing and selling
		Bio
	Chapter 2 Publish Your Prices
		Setting the stage
		Spirit Airlines versus Southwest Airlines
		The SaaS imperative
		Practicing value-based pricing
		Lowering barriers to buy
		Enabling customer self-selection
		Demonstrating customer-centricity
		Conclusion
		Bio
		References
	Chapter 3 Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing?
		Overcoming the paradigm of fixed prices
		Forms of dynamic pricing
		Dynamic pricing: Price differences over time
		Personalized pricing: Price differences among consumers
		Dynamic pricing process
		Dynamic pricing strategy
		Dynamic price setting
		Context factors for price setting
		Dynamic pricing implementation
		Dynamic pricing auditing
		Conclusion
		Acknowledgments
		Bio
		References
	Chapter 4 Realizing Your Monetization Potential Needs Customer Value Management
		Introducing customer value management
		The changing customer
		All subscription businesses will need to behave like software businesses
		So, what does a successful customer value management strategy look like?
		Value management starts with discovery
		The next evolution of CRM
		Value of CVM to a B2B software company
		Conclusion
		Bios
	Chapter 5 Measure and Quantify the Value of Your Digital Solution
		Competition redefined!
		What is your basis for true differentiation?
		Choosing and using dollarization techniques
		Difficulties in dollarizing data-driven and digital offers
		Value modeling: Expressing relative value in money terms
		The must-do tasks for dollarization
		Bio
		Note
Section 2 Software and Subscription-Based Pricing
	Chapter 6 Price Increase for Discounted Customers in SaaS: Pricing Research Description and Success Story
		Understanding value creation versus price realization
		Case study introduction
		Revenue engine diagnostics
		Impact modeling and risk reduction
		Marking leakage implementation and project ROI
		Conclusions
		Bio
	Chapter 7 SaaS Pricing: From Subscriptions to Usage-Based Pricing Models
		Pricing: An important, yet neglected activity
		Price-setting approaches in the software industry
		Price getting in the software industry: Extreme levels of discounting
		Software pricing models
		Best practices of usage-based pricing models
		Capabilities critical for implementing usage-based pricing models in SaaS
		Conclusion
		References
	Chapter 8 The Digital Pricing Framework: Best Practices in B2B Pricing and Offer Design
		Introduction
		The digital pricing framework
		The road to value-based digital commercial offers
		Strategy (the 10,000-foot view)
		Price-value analysis (the 2,000-foot view)
		Commercial structure (the 500-foot view)
		Financial analysis (ground-level view)
		Conclusion
		Bio
		References
	Chapter 9 Tapping into the Subscriber Psychology with Good/Better/Best: Is There an Optimal Ratio between Tiers?
		Executive summary
		The shift to usership is accelerating
		The shift from product-centric to subscriber-centric
		Linear, product-centric model
		Dynamic, subscriber-centric model
		Why good/better/best?
		The beer trial​
		Finding the right balance: How to build a GBB package
		Design tiers to address the needs of your customer segments
		Deploy pricing strategy based on your organizational maturity and market positioning
		Bios
		References
	Chapter 10 Value-Based Pricing of Smart-Product-Service Offerings in the Manufacturing Industry
		Introduction
		Framework for pricing smart-product-service offerings
		Smart-product-service-system design
		Value determination
		Price model design
		Price metric design
		Four pricing patterns for smart-product-service offerings
		Conclusions
		Bio
		References
	Chapter 11 Price Sensitivity Meter and Conjoint Analysis as Tools for Setting Your Industrial Subscription Pricing
		Part 1: How to run a price sensitivity meter exercise
		Bio
		Part 2: A practical guide to conjoint analysis: Injecting more confidence into your strategic pricing decisions
		Bio
Section 3 The Value and Pricing of Data
	Chapter 12 Overcoming Real-World Challenges in B2B Digital Pricing Transformation
		Introduction
		The team
		Project or product?
		Data
		Technology and technical skills
		Algorithms and models
		Testing and auditability
		Integrations
		Continuous experimentation (A/B testing)
		Conclusions
		Bio
	Chapter 13 Holistic Approach to Market Segmentation of Industrial Smart Services: What Is the True Value of Data?
		Introduction
		Industrial market segmentation
		Alternative framework: Defining the key triggers from a buyer’s perspective
		The process: Results of pilot project
		Conclusions
		Bio
		References
	Chapter 14 Three Considerations for Data Monetization and Value Creation in the Digital Age
		Introduction
		First consideration: The four stages of data monetization
		Second consideration: Creating a data strategy that delivers value
		Third consideration: Value engineering—The secret sauce for data science success
		Bio
		Note
		References
	Chapter 15 The Economics of AI: How to Shift Data Projects from Cost to Revenue Center
		Introduction
		The economics of AI
		The cost of enterprise AI
		Capitalization and reuse
		Capitalization and reuse with an AI platform
		Conclusion
		Bios
		References
	Chapter 16 The Pricing of Data: An Interview with Jian Pei, Simon Fraser University
		Bio
Section 4 The Pricing of Platforms and Marketplaces
	Chapter 17 Marketplace Monetization Methods
		Monetization methods
		Current trends in marketplace monetization
		Bio
		Note
	Chapter 18 The Monetization of Marketplaces and Platforms in the Context of Web 3.0
		Introduction
		Web 1.0: The read-only web
		Web 2.0: The interactive and social web
		In the latter part of Web 2.0, the sharing economy took hold
		Web 3.0 is about to take hold. here is where things get really interesting
		The future benefits
		Conclusion
		Bio
		Reference
	Chapter 19 Pricing in Platforms and Marketplaces: A Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace Platforms
		Platforms offer complex pricing opportunities
		Pricing in the marketplace
		Pricing the ‘product side’ of your platform strategy
		Another pricing context: Your extensions platform
		Pricing and unit economics
		How to use pricing strategically in platforms and marketplaces
		Conclusions
		Bio
		References
	Chapter 20 Online Pricing Experimentation
		Introduction
		Why experiment
		Steps in a pricing experiment
		How should pricing experimentation be organized?
		Summary
		Acknowledgments
		Bio
		References
Section 5 Pricing and Artificial Intelligence
	Chapter 21 Artificial Intelligence and Its Impact on Pricing Technology
		Introduction
		Fourteen ways AI impacts and improves pricing
		Bio
		References
	Chapter 22 Why AI Transformations Should Start with Pricing
		Why pricing is an excellent target
		A CPG company’s AI pricing transformation
		Three key steps to success
		Bios
		Acknowledgments
		References
	Chapter 23 Digitization of B2B Pricing: A Fundamental Shift Required
		Introduction
		Changing B2B buyer needs
		How does B2B pricing need to change to meet the needs of the new B2B buyer?
		Bio
		References
	Chapter 24 Value-Based Offers Assisted by Artificial Intelligence
		AI methodology
		Making the value-based offers relevant and personalized
		Making the platform agile, aligned, and actionable
		Bios
		References
	Chapter 25 Digital Transformation: How to Convert a Buzzword into Real Bottom-Line Value
		Demystifying digital transformation
		Empowering B2B buyers and sellers with digital commerce
		Improve the omnichannel experience with deal negotiation
		Where human intelligence and artificial intelligence converge
		Achieving and measuring commercial excellence
		A practical example: World-leading water technology company Xylem enables value-based pricing for 1 million product configurations
		Not a project, a transformation
		A practical example: Molex’s commitment to commercial excellence
		So, who owns pricing?
		A practical example: How a $150 billion+ integrated health care services company reimagined its strategic outlook toward pricing
		Conclusion
		Bios
		References
Index