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 and monetization of digital platforms. 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!