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StubHub Shifts Away From "All-In" Pricing Model Amid Market Share Decrease

Less than two years "after shifting to 'all-in' pricing, ticket-resale giant StubHub is reversing course and returning to its old system of adding 15% to 17% at the last minute," according to Ethan Smith of the WALL STREET JOURNAL. StubHub’s market share "has declined precipitously, according to professional brokers, thanks to negative reaction to the pricing change and an aggressive new crop of competitors." StubHub President Scott Cutler said that the shift "isn’t a retreat." Cutler: "I view it as a continuous evolution." He added that the "price-display change is just one of several shifts in the works, including better event recommendations for users and an aggressive push into international markets." Smith: "Responding to customers who routinely cited separate service charges as a top annoyance, StubHub did away with them early last year." Company execs "expected competitors to embrace a similar approach." However, "few competitors went along, and suddenly those rivals looked like a much better deal than StubHub, at least in preliminary search results on sites that let users compare prices." StubHub "began testing the waters for a return to its old approach to pricing in mid-August" (WALL STREET JOURNAL, 9/1).

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