The Orchard Partners With Digonex For Variable Pricing Experiment
Digital distributor The Orchard has
partnered
with Digonex
to
offer
dynamic
pricing
beginning
with
a
select
group
of
albums
and
tracks
from the company's catalog.
The Orchard will use Digonex's Digital Online Exchange
platform, a
dynamic commerce
engine that
systematically
changes prices
based upon
econometric
and behavioral principles
to dynamically
price digital downloads.
“We believe that
dynamic pricing
has the potential
to positively
impact our clients
and the digital
media industry
as a whole,
and change the
way online retailers
and consumers approach selling
and purchasing,” said
Prashant Bahadur,
Vice President
of Retail Marketing
of The Orchard.
From the press release:
“We are excited
to be working
with The Orchard,
one of the true
leaders in the
digital media
industry,” said
Jan Eglen, Ph.D.,
CEO of Digonex
Technologies. “In
addition to
their amazing
catalog, The
Orchard?s innovative
approach to
marketing and
selling music
makes them a
unique
partner to demonstrate
the potential
of dynamic pricing
to maximize
how much artist
and labels make
from sales of
their music.”
The Digonex
DOE pricing
platform is
flexible enough
to perform in
almost any market
and easily
and securely
integrates into
any client system.
Adapting to
a growing market
opportunity,
the
company has
evolved the
pricing platform
into a flexible,
portable technology
designed to
meet the
growing market
demand for dynamic
pricing infrastructures.
Given the multitudes of platforms for the sale of music, why make it that much harder for the consumer? Too many decisions usually equal no decision at all; which in effect supports the idea that people take music illegally. Keeping things simple for the consumer is the best choice. I don’t see how this makes anything any better for anyone on any level…except it may be a financial marker to keep someone in business.
Janet Hansen
Scout66.com
I’m all for the KISS theory (keep it simple stupid) of selling music, but it seems Amiestreet (http://amiestreet.com/)is doing a pretty good job offering up variable pricing driven by demand.
In the long run hopefully this will incentivize more consumers to purchase music, especially from artists that possibly they were resistant to previously, based upon price sensitivity.