This Element is an excerpt from Smart Pricing (ISBN: 9780131494183) by Jagmohan Raju and Z. John Zhang. Available in print and digital formats. What your business can learn from Radiohead-s successful experiment with "pay as you wish" pricing. On October 9, 2007, the English alternative rock band Radiohead began an experiment: Rather than price their music conventionally, they let their fans pay whatever they wanted to download their latest 10-song album, In Rainbows. At the inrainbows.com checkout page, visitors found an empty price box. When they clicked on it, a message said, "It-s up to you."
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March 01, 2010
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