Digital Pricing Strategy Capturing Value from Digital Innovations

Digital Pricing Strategy provides a best-practice overview of how companies design, analyze, 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.

Table of Contents Introduction Section 1: Digital Pricing Chapter 1: The Essential Ingredient for More Effective Digital Pricing: Value, by John Porter Chapter 2: Publish Your Prices, by Kyle T. Westra Chapter 3: Dynamic Pricing Process: How to Transition from Fixed to Dynamic Pricing?, by Arnd Vomberg Chapter 4: Realizing Your Monetization Potential Needs Customer Value Management, by Mrinal (MG) Gurbaxani and Alex Smith Chapter 5: Measure and Quantify the Value of Your Digital Solution, by Stephan M. Liozu, PhD Section 2: Software and Subscription-Based Pricing Chapter 6: Price Increase for Discounted Customers in SaaS: Pricing Research Description and Success Story, by Maciej Wilczynski Chapter 7: SaaS Pricing: From Subscriptions to Usage-Based Pricing Models, by Andreas Hinterhuber Chapter 8: The Digital Pricing Framework: Best Practices in B2B Pricing and Offer Design, by Scott Miller Chapter 9: Tapping into the Subscriber Psychology with Good-Better-Best: Is There an Optimal Ratio Between Tiers?, by Gaurav Sonpar and Michael Mansard Chapter 10: Value-Based Pricing of Smart-Product-Service Offerings in the Manufacturing Industry, by Tobias Leiting, Calvin Rix, Regina Schrank, and Lennard Holst Chapter 11: Price Sensitivity Meter and Conjoint Analysis as Tools to Set Your Industrial Subscription Pricing, by Maciej Wilczynski and Matt Johnston Section 3: The Value and Pricing of Data Chapter 12: Overcoming Real-World Challenges in B2B Digital Pricing Transformation, by Lalit Wadhwa Chapter 13: Holistic Approach to Market Segmentation of Industrial Smart Services: What Is the True Value of Data?, by Luis Prato Chapter 14: Three Considerations for Data Monetization and Value Creation in the Digital Age, by Bill Schmarzo Chapter 15: The Economics of AI: How to Shift Data Projects from Cost to Revenue Center, by Alex Fournier and Claire Gubian 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, by Jacek Lubinski Chapter 18: The Monetization of Marketplaces and Platforms in the Context of Web 3.0, by Murali Saravu Chapter 19: Pricing in Platforms and Marketplaces: A Primer in Understanding All the Dimensions of the Pricing Problem and Opportunity in Marketplace-Platforms, by Simone Cicero Chapter 20: Online Pricing Experimentation, by Robert Phillips Section 5: Pricing and Artificial Intelligence Chapter 21: AI and Its Impact on Pricing Technology, by Louis Columbus Chapter 22: Why AI Transformations Should Start with Pricing, by Joël Hazan, Camille Brégé, Jean-Sébastien Verwaerde, and Arnaud Bassoulet Chapter 23: Digitization of the B2B Pricing—A Fundamental Shift Required, by Craig C. Zawada Chapter 24: Value-Based Offers Assisted by Artificial Intelligence, by Stella Parks and John V. Colias Chapter 25: Digital Transformation: How to Convert a Buzzword into Real Bottom-Line Value, by Mitchell D. Lee and Darius Fekete

Stephan M. Liozu is the founder of Value Innoruption Advisors, a consulting boutique specializing in value-based pricing, monetization strategies, and digital pricing. Stephan sits on the Advisory Board of LeveragePoint Innovation and the Professional Pricing Society. He is the author of multiple books about pricing, including Pricing and Human Capital (2015), and co-editor of Innovation in Pricing (2012), The ROI of Pricing (2014), and Pricing and the Sales Force (2015). Andreas Hinterhuber is an associate professor at the Department of Management at Università Ca' Foscari Venezia, Italy, and is an equity partner at Hinterhuber & Partners, a consulting company specializing in pricing based in Innsbruck, Austria. He has published articles in leading journals including the Journal of Business Research and MIT Sloan Management Review, and has edited many books on pricing, including Innovation in Pricing (2012), The ROI of Pricing (2014), Pricing and the Sales Force (2016), and Value First then Price (2017).