Recently, I came across an interesting article that sparked a lot of thought. It’s an experience that provides a fascinating look at the intersection of technology, behavioral analytics, and pricing strategy.
The story goes like this:
A coworker tried to book an Uber ride from the same place to the same destination using two phones at the same time. Target? Improve your chances of getting a ride during rush hours. But the fact is this:
- On Android, the fare is Tk 407.31.
- On iPhone, the fare is Tk 479.70.
Same app, same times, same route, but different fares!
Now, this is not a mistake. It’s a thoughtful pricing strategy powered by technology and data-driven decisions. But why does this happen? Here are some potential reasons:
1. User behavior analysis
iPhone users are often considered “premium customers.” Data shows they are often willing to pay more, and businesses are taking advantage of this insight.
2. Platform fees
Apple charges commissions of up to 30% on in-app purchases, which often causes iOS users to adjust pricing to offset this cost.
3. Dynamic personalization
Modern apps analyze user data, including device type, spending habits and browsing behavior, to dynamically adjust pricing.
The big question: Fairness or deception?
From a business perspective, leveraging data to maximize revenue is a smart move. To users, however, this can feel deceptive and unfair. Especially when the same services have different price tags.
Should companies be more transparent about such strategies?
Is this consistent with user-first design principles, or is it a violation of trust?