Full cost transparency through flexible and simple pricing
New price strategies bundling offerings
N-play economics…
NGNs facilitate product differentiation and bundling strategies
To be considered by service providers
first, find out which products are proper to be bundled and therefore answer the question if the bundled goods should be complementary, substitutive or neutral;
second, set the price for the new package taking into consideration the reservation prices for each product separately and package
third, decide if the introduction of bundle excludes the possibility of obtaining the bundled products separately i.e. pure versus mixed bundling strategy.
Bundling complementary goods - Reservation prices for such package become much more higher then for the separated products. In this way the willingness to pay increases and the company is able to benefit from this behavior (e.g. mobile telephone together with provision of mobile telecommunications services).
Reservation prices for the bundle products are negatively correlated - Putting together fixed access with mobile telephone contracts for young people - demonstrating the highest inclination to substitute this two communication technologies - is good example
The more products are combined into the package, the smaller is the probability, that the individual estimations of the value of the bundle will differ from the from the mean value. Through such reduction of the heterogeneity of customers the enterprise is able to sell more as in case of separated offerings.