Profitable Technology Services Pricing: How to use offering design and pricing strategy to accelerate sales and increase willingness to pay
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Beschreibung
This book is premised on the supposition that technology services are different, certainly different than technology products and different even from pure services, and therefore merit their own approach to pricing. Technology services are those services that permit each one of us, in hundreds, perhaps thousands, of ways daily, to benefit from the exponential growth in the capabilities of technology. In medicine, communications, information processing, automation, or a myriad of other industries, these technologies permit us to live healthier and longer, create more powerful social relationships, land the Curiosity rover on Mars, create a smart power grid that minimizes the incidence of blackouts, and maybe, just maybe, will help us minimize the adverse consequences of global warming. But why pricing? Because there is a fundamental shift occurring in what services are valued, how they are valued, and the mechanisms by which they are paid for. Cost based pricing and market based pricing, the staples of technology services, are becoming less relevant daily as demand shifts from essential to value added services. Value based pricing, once viewed as an unnecessary luxury, may become essential to the financial success of technology service businesses. But value based pricing capabilities are only one part of the solution. If we are to have a pricing system, that works day in and day out in a technology services environment, across all technology services, in a period of discontinuous innovation and change, then that system must successfully meet the challenges of the 21st century technology environment. There is a coming storm that has the potential to devastate the margins of service organizations that are centered by technology products. This book is a life raft to keep your technology service margins and profits afloat in that storm.
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