Last week, AT&T launched its GigaPower internet service in and around Kansas City with a curious type of tiered pricing: $70 a month if you let the company track your web browsing — and $99 if you don’t. In effect, AT&T is taking its baseline product – internet service with tracking – and, for an additional $29 a month, removing something.
When Customers Will (Willingly) Pay More for Less
You can charge a premium for products without added features.
February 24, 2015
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New!
HBR Learning
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.