Surge pricing restrictions go down to defeat in Hawaii

Are you tired of #pricing posts yet? Advertising might get all the attention, but pricing is where rubber meets the road in marketing. Speaking of rubber and roads, in Hawaii, Honolulu Mayor Kirk Caldwell vetoed a bill that would limit so-called “surge pricing” within city limits. The idea was that companies such as Uber and Lift would not be able to change customers more than a fixed range of rates during peak times. The mayor claimed that his team was “working on their own plan”, but it seems to me that restrictions of this type are maddeningly difficult to manage in practice and often lead to unintended consequences. But here’s the thing: it may be irrational (surge pricing is eminently rational), but people are pissed off. I don’t expect this to go away.

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Photo credit: Hawaii News Now

#marketing #surgepricing #uber

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