The document discusses how the growth of internet and mobile usage has led to increased price transparency. It notes that 50% of the world's population now owns a mobile phone and 58% of American adults use mobile devices daily for non-voice activities. As a result, companies face pressure to either race to lower prices or adopt transparent pricing strategies that clearly communicate the full value to customers. The evidence presented finds that programs with transparent pricing generate higher prices, longer customer stays, and more repeat business compared to those that obscure true costs.

1. The High Cost of Ignoring Value Price Transparency in a Connected Age

3. The Internet enables price transparency

4. And it integrates marketing and distribution channels

5. Oh. And it’s growing Source: Compete.com (http://siteanalytics.compete.com/expedia.com+kayak.com?metric=uv)

6. Mobile? Even more so 4Info Slifter.com

9. Race to Zero RyanAir “$20” flight LON-BCN Source: Wired Magazine

14. Thank you