Summary

Digital evolution is a perfect case study in the need for contextual pricing. When comparing similar analog and digital products, there will be material differences in their use and context. Don’t assume that digitization is bad or good—it can be either. What is likely is that the differences in purchase context (and buyers, in some cases) will require some thinking about the unit of measure by which your company will price and sell. Digital evolution requires understanding of your consumer needs and business customer context.