by Chris Anderson
published by Hyperion
© 2009 by Chris Anderson
Click on image to purchase.
From Reed Business Information
In the digital marketplace, the most effective price is no price at
all, argues Anderson (The
Long Tail). He illustrates how savvy businesses are raking
it in with indirect routes from product to revenue with such models
as cross-subsidies (giving away a DVR to sell cable service) and freemiums
(offering Flickr for free while selling the superior FlickrPro to serious
users). New media models have allowed successes like Obama's campaign
billboards on Xbox Live, Webkinz dolls and Radiohead's name-your-own-price
experiment with its latest album. A generational and global shift is
at play—those below 30 won't pay for information, knowing it will
be available somewhere for free, and in China, piracy accounts for about
95% of music consumption—to the delight of artists and labels,
who profit off free publicity through concerts and merchandising. Anderson
provides a thorough overview of the history of pricing and commerce,
the mental transaction costs that differentiate zero and any other price
into two entirely different markets, the psychology of digital piracy
and the open-source war between Microsoft and Linux. As in Anderson's
previous book, the thought-provoking material is matched by a delivery
that is nothing short of scintillating.
Copyright © Reed Business Information, 2009, a division of Reed
Elsevier Inc. All rights reserved.
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