ABSTRACT
This chapter reviews pertinent empirical studies, analyzes price-setting and price-getting practices in the industry, and outlines the capabilities required to master one important challenge: the move from subscription-based pricing to consumption-based pricing models. It is a unique roadmap for software product and pricing developers to conduct a successful transition from perpetual licenses to subscription-based pricing. For this chapter, Matt Johnston and Maciej Wilczy ski have joined forces to present two pricing research techniques that can yield impressive insights to get digital pricing right. This chapter helps with understanding all the dimensions of the pricing problem and opportunity in digital marketplace-platforms. Finally, we offer a full section on the emergence of artificial intelligence in pricing. This chapter focuses on how AI can assist B2B sellers in identifying and interpreting unmet customer needs and creating value-based offers that will delight customers and exceed their expectations. The metaverse connects several of the topics we touch on here: Web 3.0, marketplaces, and AI-based pricing.
