PRICING

Kartavya
cc: Abhi

Web-Service Pricing

Pl. refer to my last note dt. 12/04/03.
In that note, I had shown a Tariff Table as follows:

Sl. No	What Subscriber wants to do	Tariff (Rs/click)	Name of Button to click	Date Activated	Want to use
1					☑
2					☐
3					☐
4					☐

Subscriber ticks ☑ to indicate that he wants to use this service / use this transaction.

Each subscriber will tick ☑ some unique set of buttons. Software has to remember — in order to count the no. of clicks & multiply with relevant tariff — each set.

Whereas software will have no problem in “remembering”, we cannot expect each subscriber to remember what buttons he has ticked ☑ / activated & which ones he has NOT!

You may ask,
“Why should a subscriber bother to even remember? Our software will make no mistakes! And, on top of it, a subscriber can, at any time, go to his own ADMIN TOOL & find out what he has ticked & what NOT.”

I will explain in a minute, but let us do following:

• As soon as he has finished ticking ☑ checkboxes on the table shown on first page AND clicked on Submit button at the bottom of the table, let the Tariff Table split into two as follows:

Tariff Table A (Services selected by you):
☑ ☑ ☑

Tariff Table B (Services NOT selected by you):

This makes life easy for a subscriber. At a glance, he is able to see his choices.

By regrouping the “transactions” in two easy-to-read tables, we are now getting the subscriber to take a second look/think hard.

“Am I sure I don’t need/require this service?” (Refine search?)

We are giving him a chance to “change” his mind & transfer some more transactions to the “SELECTED” table!

• But, I would like to exert some more subtle psychological pressure on the mind of the subscriber, to select some more services!

And I propose we do this as follows:

To begin with, all the buttons on all the screens (UI) will be coloured in light RED (with description inside).

As soon as a subscriber has completed his selection-process by ticking ☑ those buttons, which he selected, will change their colour to light GREEN (green signal of a traffic-light!).

So, on each UI screen, there will be some:
→ light GREEN buttons
and
→ light RED buttons.

Every time a subscriber is using a screen, he is constantly (and subtly) reminded that Red buttons represent “gates” which he cannot enter! We must arouse his curiosity!!

He would not click on these to get some irritating message saying he is not entitled to this service! But if he still does, the message will say:

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Message Box

Dear Subscriber:
To activate this service, tick ☑ relevant checkbox against this service, in your ADMIN TOOL. We would be happy to serve you.

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This means UI for each subscriber is “Customized”.