BCG's John Pineda on Subscription Pricing Strategies

John Pineda is Partner-Director at the Boston Consulting Group. He’s a core member of BCG's Technology, Media, and Telecom as well as Marketing, Sales, and Pricing practices.

John is an expert in pricing model transformation, monetization of digital platforms, and pricing to value to improve core business profitability. He has helped clients in implementing large-scale pricing programs, applying pricing quick hits tactics, and developing new subscription-as-a-service revenue models. John’s clients come from a range of industries including technology, data/business services, life sciences, industrial goods, and financial institutions.

We talk to John about pricing strategies for the Covid era, challenges faced by technology companies, and subscription growth levers. And we also try to find out if the list price is really extinct!