Pay what you want: What’s behind the cost free concept.
After the success of Radiohead and its “pay what you want”, brands and products have started playing with the benefits of the cost free concept to attract their own clients. From the Ibis Hotel in Singapore, to the café owned by googler Ervin Peretz or the Little Bay Restaurant in London, they have all tried –some more successfully than others- to establish a new interactive model when establishing the prices of products and services. But what’s behind the cost free concept? Why does it work for some products and not others?.