Pricing for Digital: Exploring New Models for Transactional Communications Delivery
As delivery of transactional communications continues to shift from physical to digital environments, the pricing discussion is becoming more complex for service providers and technology vendors. This is accentuated by emerging digital channels and the increasing need for real-time use of transactional data to drive communications. Service providers are bringing a variety of approaches to the market, making it difficult for enterprise prospects to compare competitive offerings. At the same time, many enterprises continue to separate print from electronic delivery in the RFP process, reducing opportunities for service providers to showcase pricing for a holistic approach to creation, management, and delivery of transactional communications.
Implementing digital channel delivery requires IT infrastructure and activities that are not always visible to clients. These capital-intensive investments often require a swift ROI that is not compatible with a print-oriented pricing model.