Four Key Qualities of Any “Pay As You Wish” Pricing Strategy
Jagmohan Raju and Z. John Zhang
When English alternative rock band Radiohead made a decision in 2007 to leave pricing to their fans after years of frustration with traditional distribution through their old record label EMI, the move began an experiment: Rather than price their music the conventional way, they let their fans pay whatever they wanted to download their latest 10-song album, In Rainbows. At the checkout page of the inrainbows.com website, visitors came to an empty price box. When they clicked on the box, a message came up that said, “It’s up to you.” On the next page, another message came up that said, “No, really, it’s up to you.”
Typically, a seller turns to “pay as ...
Get Four Key Qualities of Any “Pay As You Wish” Pricing Strategy now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
