Welcome to the understanding of all the knowledge in the world. This time, we have the goddess of foreign news, Director Oh Hye-jin, with us. Please come in. Hello! You seem to be in a hurry. Why do you call her the goddess of foreign news? Is there something wrong with that? I think it's fine. What else would you call her? Well, it does rhyme with foreign news. Ah, that's true. Today, we have another fun story. What are we learning today? You both need to know a singer for this to make sense. Our production team might not know either, but have you heard of the band Oasis? Oh, I've heard of them. I've definitely heard of them. Oasis... I think I remember something about them. There was a song that went like, da da da da da. You don't know it? The more you say it, the less I seem to know. But I do know they're famous!

This is a band, and now please show the screen. This is a band, and now they are the main figures. My oasis is like the British band BTS of the 90s. There are four members, as far as I know. Two of them are brothers. They have topped the charts with every album and are a band that has enjoyed immense popularity worldwide. When they hold a concert, about 4% of the UK population rushes to book tickets. They were extremely famous singers in the 90s, but the band disbanded in 2009. The reason for the disbandment was that the two brothers were constantly clashing and arguing, leading to conflicts. So, they decided to break up. The one on the left is the younger brother, and the one on the right is the older brother. By the way, the one on the left is the same age as you. They have reunited after 15 years, and that news...

I decided to go on a UK tour with about 17 concerts. The concerts are scheduled for next July, and ticket sales began on Saturday, August 31st. It was just one day. Fans from all over the world, you know, were eager to go to the UK, and they clicked furiously to get tickets. You know what clicking furiously means, right? The competition was incredibly fierce. Have you ever tried to buy tickets for such a concert? I have, but I've never succeeded. It's tough, right? Even for domestic artists, it's really challenging. I remember being a fan of a group that reunited and trying to get tickets at an internet cafe, and it was difficult. But the competition for Oasis tickets was on a whole different level, with people from all around the world trying to get them. There were a million tickets available, and they sold out in just one day.

It sells out. However, there were officially about three places selling these tickets, and two of them had their servers crash as soon as they started. Recently, that’s been the case. But there is one place that survived, and that is a site called Ticket. This site almost exclusively sells tickets for live performances by artists. It’s very similar to Ticket Monster, and Ticket Master has its headquarters in the United States. This time, the ticket purchasing process went something like this: You enter Ticket Master, verify your identity, and for example, from 9 AM, you connect to a waiting room until the opening time. You end up waiting there. If you show the screen, a message pops up saying you’ve entered the waiting room, and then a countdown begins—50 minutes.

There are 10 minutes left. When the time is up, they start giving out numbers to the people in the waiting room. They give you a number, and you can book tickets in that order. The problem is, if you receive number 520,000, there are 520,000 people ahead of you. What can you do? That's not possible. So usually, people wait about 3 to 8 hours to successfully buy tickets. However, the problem is that after waiting, when you finally get in, the ticket prices that were originally announced have changed. The most common ticket price was £148, which is about 260,000 won for standing tickets. But that price has changed. Here, you can see the official platinum tickets and standing tickets, which are regular seats, but the prices have risen to £350 and £415. That’s double the price. On the right, you can see general admission tickets.

The standing ticket price is currently £148.50, which was the original price listed. However, the cheaper tickets are sold out, so only the expensive ones are left. This has become an issue because of something called demand standing tickets. The problem arises from the fact that the prices have increased so much that fans are complaining to Ticketmaster, asking if they are out of their minds. They are expressing their outrage, questioning how the concert ticket prices can be so high, as if they were in a fish market. The concept of on demand means that the prices have risen according to demand. It's not a fixed increase of two or three times; rather, it fluctuates based on auction prices.

It went up, but actually, there was a presale ticket as well. If you apply for the presale, you have to guess the name of the drummer from the original members of Oasis, and only those who are selected through a lottery can purchase tickets a few hours in advance. However, those who bought tickets early resold them at several times the original price, so tickets were being sold for as much as ten million won each. Fans were thrown into utter chaos. Eventually, the British government stepped in to examine how this pricing occurred. The Fair Trade Commission said that as the ticket price disputes expanded, they needed to protect consumers. The government decided to investigate how these prices were set and to see if it was fair. But right now, we are in the midst of this entire situation.

A very important fundamental cause, and what I want to talk about today, is that the Indie Man ticket, which we discussed earlier, is subject to dynamic pricing. In Korean, we can refer to it as 동적 가격 책정. The prices change depending on the time; that's right, it's a pricing system that fluctuates based on real-time demand. 

This time, since the demand for general tickets is the highest, the remaining seats have seen a sharp price increase, reflecting the principles of supply and demand in the market. The star symbol on the left above indicates a premium ticket. If you choose this option, you receive merchandise, can attend parties, and can participate in exhibitions—those are the benefits of this pricing option. Below that is the general ticket, which has also seen a price increase. Yes, since the demand for general tickets is the highest...

When the system was applied, it automatically adjusted like this. Even though it was more expensive than various premium tickets, the demand continued to rise as it was corrected, so the demand remained high until it sold out. However, Ticketmaster received so many complaints that they said, This system is designed for the concert organizers and artists to determine how many tickets to release and at what fair price. Once they approve the use of dynamic pricing, we reflect that in the sales. Therefore, the prices automatically fluctuate based on market demand. This is what they call the net ticket system. However, Ticketmaster has been using the dynamic pricing system since 2022.

도입했는데, 도입 이유가 암표를 막기 위한 거래예요. 저러면 암표가 막아지는 게 어떻게 가능할까요? 예를 들어서 5만 원에 파는 티켓이 있어요. 5만 원에 파는 티켓에 다이나믹 프라이싱을 적용하면, 수요가 만약에 좀 있다면 10만 원으로 갈 수도 있고, 20만 원으로 갈 수도 있잖아요. 사려는 사람이 많을수록 그렇습니다. 그런데도 10만 원에 살 사람, 20만 원에 살 수 있는 용의가 있는 사람은 결국에는 삽니다. 그러면 그 가격에 돈을 못 낸다 하는 안 사는 사람은 안 사요. 또 그러면서 티켓 사이트 안에서의 경쟁이 사실은 없어지는 거예요. 경쟁이 사라지죠. 가격을 그때그때 올려버리니까요. 원래는 싸게 팔지만, 경쟁률이 치열할 때 어떻게 싸게 파는 걸 사야 하잖아요. 치열한 경쟁률 때문에 못 산 비싼 가격의 티켓을 사는 사람에게는 기회가 주어집니다.

하지만 이 판매처 안에서 그게 다 적용이 되어 버리니까, 아, 그건 표만이 아니지만 그 안의 역할을 본인들이 하는 거잖아요. 그런데 이제 정해진 자원을 효율적으로 배분해서 초과가 없다는 게, 티켓 마스터나 다이나믹 프라이싱을 적용하는 사람들의 주장이죠. 안표를 할 거면 그냥 여기서 하자. 그렇지, 그 암표의 차액을 공연을 하는 가수들이 먹어야지, 왜 안표 상인이 먹냐. 열심히 줄 섰다는 이유로 그걸 가져가냐. 그렇지, 기꺼이 20만 원 낼 사람이라면 20만 원에 팔아야지. 10만 원에 팔고 그걸 20만 원에 되파는 되팔이들은 10만 원이냐. 어, 맞느냐? 맞아요. 근데 소비자 입장에서는 또 비난이 있죠. 그게 어떻게 공정한 가격 시스템이야? 이거는 거의 불합리한 가격 정책 아니야 하고 비난을 하죠. 그런데 과거에는 사실...

In the past, it wasn't that there were no such things at all. In fact, back then, only the sellers of goods could fully control the parking and set the prices. For example, they would consider how much the neighboring store's prices were, how much we sold during the selling hours, and even things like early bird discounts at movie theaters. So, in a neighborhood with a Korean soup restaurant, one might sell for 500 won less than the neighbor to enhance competitiveness, or offer early bird discounts in the morning when business is slow at the theater. All of these are essentially the beginning of dynamic pricing. However, while this was based on supply and demand, now AI and software gather big data from consumers, reflecting their preferences and behaviors. This comprehensive analysis of demand allows for real-time, personalized pricing for each individual. But why do such companies choose dynamic pricing?

It may not be very clear at first, but if you look at this graph, it becomes quite evident. Please show the screen. Here it is. This is the single price point. If you look at this, the area of profit forms a rectangle at this low price, and this rectangle represents the maximum profit point. To create the largest area, we need to find the optimal price. However, the revenue generated at this price is ultimately the maximum area of this rectangle. When there is only one price, it is fixed at that price. 

Now, moving on to the next part, here the x-axis represents the price, and the y-axis represents the sales volume. You can see that when there are multiple prices, the total revenue we receive is the sum of the shaded sales. If we adjust this point carefully and change the price multiple times, whether we raise or lower it, the area will change accordingly.

Each of these looks like this, but if you set the prices more closely, eventually, this triangular price structure can all become profit, right? Right? So this is dynamic pricing. From the perspective of a business, from the seller's viewpoint, it's much more profitable. Instead of putting up a price tag, you just bring the item and ask, How much is this? and then they ask how much you want to buy it for. The buyer knows, and the seller knows. That's how it works. If the price is set at 70,000 won and it's cheap, people will buy a lot. Even if the price keeps going up, the total pie will get bigger, right? There are people who would buy the same item for 5,000 won but wouldn't buy it for 6,000 won. There are also people who feel like they could buy the same item for up to 30,000 won, but for someone who thinks it's worth 30,000 won, it's at 30,000 won.

When selling to someone who offers 5,000 won, we sell at 5,000 won, and we always sell at a price that is at least higher than the cost price. That's correct. The company that represents this practice is Amazon. Have you ever experienced this? You know how you might put items in your cart on Amazon, but the prices change slightly? That actually happens. Amazon has been applying dynamic pricing for a long time. They collect data on the selling prices of competitors, and they also look at their own inventory data. Then, they analyze consumer search patterns, including what consumers search for and what they click on. This results in prices being increased frequently. To avoid this, people say to delete cookies. What can you do? There’s also talk about how flight ticket prices increase the more you search for them.

Hotels and similar businesses apply dynamic pricing, which is a typical practice. In the case of Amazon, they aggregate all this information and change prices in real-time, multiple times a day. For products that are very popular or in high demand, they may lower prices slightly compared to competitors. Then there are products that are regularly purchased, such as necessities like toilet paper and detergent. For these items, even if the price is raised a little, people will continue to buy them. Therefore, they might increase the price a bit. If a product has high customer reviews or ratings, its perceived value rises compared to competing products. Customers are willing to pay a bit more for something they consider valuable, so the price is adjusted upwards. However, sometimes they sell at a loss to attract customers.

They sell at a loss, but by enticing customers to look at other products, they compensate for the revenue with different items. They reportedly change prices about 2.5 million times a day. This means that consumers can shop for specific categories during the times when they are most likely to make purchases. For example, video games are searched and bought more at night than during the day, so prices might be slightly increased during that time. If you look at the chart, I used CamelCamelCamel, which is a site that compares Amazon's price trends. I checked the price trend for Tide detergent over the past year. The blue line represents products sold by other sellers on Amazon, while the green line shows the prices of products sold directly by Amazon.

Over the course of a year, you can see that the prices rise significantly during the summer months. This is because people tend to use it more frequently, which leads to more detergent usage. So, that's how the prices change. Next, this is about the iPad subscription plan. The blue section represents products sold by different sellers on the Amazon site, while the red section indicates used products. Amazon prices are usually slightly higher. However, the prices for new products sold by other sellers are much better and cheaper compared to used ones. The price difference is just a bit higher than the used products. This data reflects changes over a month, not a year, and the prices adjust slightly. Uber is also a typical example of dynamic pricing. Although this is a somewhat older illustration, when the number of people looking for Uber drivers exceeds the supply of drivers, the prices increase immediately.

Let's go up. Well, prices tend to go up during rush hours or around Christmas. But still, if I need to take a car or call an Uber, I can set restrictions like whether it's a regular fare or a surge fare. I understand that prices increase depending on the time; I get that. When we go to the supermarket, the prices are cheaper before closing time, and I understand that too. However, it seems unfair that the price can vary based on the people around us, even under the same conditions at the same time. Is this determined by the number of people, or is it based on individual circumstances? For example, if there are a lot of people, does that affect the price? Is it that the price varies for different people, or is it simply that when there are more riders, the fare increases? When there are fewer Uber drivers available, the price naturally goes up, but even if I search for an Uber at the same time as someone else, the prices seem to differ based on past experiences.

I often use premium services and frequently travel long distances. For me, it starts at around 5,000 to 7,000 won, while the representative doesn't use it. So, how about 28,000 won? That's how it works. However, I proposed a double fare here. The representative, Mr. Ahn Seung-chan, is also looking for a double fare, but he's in a different area. Then, Uber drivers would move towards the double fare locations, right? If they want to earn that double fare, eventually, the number of passengers wanting to ride and the number of available drivers will meet, which will reduce the waiting time. If they want to receive that double fare, they will go for it. However, those who are willing to pay the standard fare are also waiting, indicating that they are ready to wait.

I'm not in a hurry; I'll wait until the prices go down a bit. Because I have the courage to do so, when I need more, they raise the prices and gather there, leading to a meeting of supply and demand. That's fine; it reduces the waiting time. In the domestic market, there is also Coupang, which follows the Amazon strategy a lot. Coupang actually pursues a lowest price strategy, setting prices slightly lower than competitors. However, since I use Coupang a lot, I'm not sure if it's just my feeling, but for products I regularly purchase, like toilet paper or dog food, it seems that every time I buy them, the prices go up. It feels like that every time I buy them. Anyway, there's something similar with Kakao T. Right now, I'm heading to the studio where I'm doing this live from my house.

I called the route on Kakao T. This is for 2 PM today, and this one is around 5:30 PM, close to quitting time. But right now, there are hardly any Kakao Blue or Black vehicles available. Since it's around quitting time, oh, the director also lives in Gangnam. It definitely feels like Banpo. Right now, it’s clearly south of the river. Of course, if you keep going straight, you could even reach places like Hoengseong. Generally, it’s a regular call. However, the fare went from 11,400 won to 13,800 won because of the traffic, right? It’s because of the traffic and also because there’s not much supply. This is a case where dynamic pricing is applied. There’s an interesting point regarding dynamic pricing that I want to share. In behavioral economics, there are studies that discuss this.

You know the snow removal tools? Yes, they usually cost 2,000 won. However, on a day when there’s suddenly heavy snowfall, if you search for them, they can be priced at 20,000 won. There are cases like that, right? What do you both think about selling them at that price? On a normal day, it was 2,000 won, but the day after a heavy snowfall, it’s being sold for 20,000 won. I can guess what Representative Ahn would say; he would talk about the unscrupulous merchant's exorbitant profits. On the other hand, I think it's a very reasonable pricing strategy. When asked about this in a survey, 70% responded that it was bad and unethical. This is an example of dynamic pricing. But let me ask you a counter-question: normally, the snow removal tool costs 20,000 won, right? So, on a heavy snowfall day, it means that it was originally on sale because it wasn’t selling well.

When I sold it for 2,000 won, but when a heavy snowstorm hit, I charged my actual price of 20,000 won. I initially raised the price, and when I asked what people thought about that, they probably said it was acceptable. They would likely understand it. So, at that time or any time, this method of price formation is quite rational. When I asked about it, around 70% would agree, saying, Yeah, that's understandable. However, if emotions don't align with rationality, then consumer perception can start to reject that idea, leading to a loss of trust in pricing. People get confused about whether they are getting a discount or paying a premium, and that creates a dilemma. There’s a discussion about dynamic pricing, and while talking about that, I noticed a piece of news that caught my attention. This news is actually...

This is about the pricing decision system. If you take a look, I think it would be good to reference this article that was recently published in The Economist. The title is Are U.S. Rent Costs Manipulated by Algorithms? Since last year, there has been a lot of talk about a company in the U.S. called RealPage. This company provides software for apartment rentals. RealPage collects various rental-related data, such as rental prices for apartments in metropolitan areas, competitor rental prices, occupancy rates, rental conditions, and vacancy rates. They compile all this data and calculate the recommended rental prices for each apartment daily. They provide this information to corporate landlords, who own multiple apartments and rent them out. For example, in that region, every state...

This is how it works. In New York, this apartment is owned by a real estate company, so it's not managed by individual owners, but by that company. This company provides services similar to Naver Real Estate. It's a bit different from Naver Real Estate. Naver Real Estate shows the prices after increasing them, but here, corporate landlords are the clients. They receive some form of payment for providing that data. They calculate the suggested rental prices daily, advising clients on what price to set. For instance, we have analyzed the data and found that you could increase the price by about $50. That’s a really useful service. So, after providing this service, local governments in the U.S. have sued this company, RealPage.

They exclusively operated revenue management software, and landlords used this, resulting in market collusion. They say, Why don't you raise the prices a bit? It seems like you can. Rent has increased, and they blame it all on you. Lawsuits are popping up all over the United States. What can we say about this? The truth is, this was all created by a pricing decision system analyzed through big data and AI. However, they might say, This is way too expensive; you need to lower the price a bit. That could happen, right? But the point is that prices are determined in the market, and this could act as a form of collusion. The case I mentioned earlier is RealPage. For example, they are saying, Given the current atmosphere, this is the appropriate market price.

If we put it on the market, I think it could go up a little given the current rising atmosphere. Since I can't see all of this in reality, it seems fine to do that. After all, putting it on the market would yield the same results, right? However, the fact is that competition is not functioning. The point of the lawsuit is not just that you raised market prices, but that you colluded. So whether it goes down or up, it's not that competition is organically adjusting prices; rather, it's that you collectively manipulated it through software, creating a situation where prices rise as a group without any real competition. This has generally impacted homeowners by increasing prices, and the ones involved here are not individual homeowners but rather corporate entities.

Because of this, real estate companies that own multiple apartments, yes, it is because these people collectively used this to engage in collusion, and that is the basis for the lawsuit. However, the positions of the three parties are different. What is the answer to that? Right, well, we just provided appropriate consulting. Through dynamic pricing, determining prices is not collusion. Why is it illegal? The company's argument is that they are just using navigation, and they claim that because of navigation, people all flock to that route. So, it’s not that they were punished, but rather that they filed a lawsuit. They argue that because of your navigation, everyone is directed to that price, which makes sense. But now, we need to consider what we have been discussing, which is dynamic pricing. Yes, dynamic pricing...

As we can see from various cases, in the future, dynamic pricing will utilize AI and big data to determine prices anywhere. It will be an interesting world, especially because of AI. That's right. So it's not just about concert tickets or airline tickets; it's also applicable offline. For instance, there are vending machines. If a product in a vending machine is nearing its expiration date, the price may actually decrease. However, if it's a highly sought-after product, the price could be higher. Therefore, customer information and big data that could help determine prices are being gathered from everywhere. This means that pricing can shift from a single price to multiple prices, creating a very dynamic market. It sounds very rational, but it might also be tiring.

I'm not sure, but it seems that this direction would be beneficial for sellers. It's definitely much more advantageous. As I showed in the earlier illustration, we can reduce inventory and use a variety of marketing techniques. For instance, the person who bought in the morning and the one who bought in the evening are completely different, right? So, a person who usually buys expensive items might think, This person just searches for popular products and buys them right away, while another person might be searching for the best price for the last 20 minutes. This could lead to a situation where they might price it lower. If it really differs from person to person, it could be quite controversial. For example, if a store is selling leftover carrots at a 30% discount, but another store sells them at a 20% discount, there might still be people willing to buy from the second store. If this were an online market...

Starting from a 10% discount, the idea is to gradually reduce the discount rate as time passes. When it reaches a 27% discount, people might just buy it outright, which means that from the perspective of the supermarket, they are selling at the highest price, and that's fine. However, the issue arises because the displayed prices vary depending on the login information of the individuals entering the site. This feels a bit unfair. 

As dynamic pricing becomes more common, the most important factors are price transparency and trust. If customers start to think, Am I being cheated? Am I the only one paying more? it creates a problem. This is why the UK government is stepping in regarding the Oasis ticket situation, focusing on how transparent and fair the pricing process has been. What do you think about dynamic pricing and the idea of pricing based on individual customers?

Regarding this matter, Representative Ahn, please listen to both sides. It seems that it depends on the person. Personally, I think it's excellent marketing to determine prices dynamically based on supply, demand, and time. If you present a price that can be sold often, then some people can buy at a low price, while others might buy at a high price. However, for example, if I am searching hard and there is individual discrimination based on that, I feel that could be problematic. But why did you, Representative Ahn, raise the issue with Director Oh Hye-jin and get scolded? Why did you apply dynamic pricing individually? That's right, I deeply reflect on that. So, is Director Kim Hye-hoon not appearing now? It's different, but during the broadcast, they always tend to mislead me like this.

It seems like I'm regretting it now. I don't know, what do you think? Well, my values have always been that if someone is willing to buy something for 50,000 won, then selling it for 50,000 won is fine. Even if I intended to sell it for 30,000 won, each person has their own optimal price. After all, if it's too expensive, they won't buy it anyway. And ultimately, I was thinking about whether I should sell it for 30,000 won or present a price of 50,000 won to someone who might be willing to buy it for that amount. I should sell it for 50,000 won to make a profit, but I could also sell it for 20,000 won to someone who is willing to buy it at that price. Right? That's something to consider. Speaking of this, it reminds me that if we had an environment where dynamic pricing could be applied...

I don't think there should be any monopolistic companies. For example, if I face a certain price, there should be an alternative system that can compete with it. For instance, if Amazon sets a price, I wouldn’t know anything other than what Amazon offers. That would be problematic because it would give too much pricing power to the sellers. However, besides Amazon, there are also platforms like Naver Shopping, and other places where I can check prices. It feels a bit strange to see something priced at 50,000 won. If I can find other options, I know that even if I go somewhere else, I will still find the same price, like 50,000 won or 48,000 won. So, if it’s similar, I would buy from anywhere else. However, I would need to log in as someone else to do that. Right? So, in a morning program in the UK, they asked, “How can we prevent this?” and then they discussed it.

Please make sure to either log in with a different ID or clear all your cookies, or turn off your location settings. There were broadcasts that provided such guidance. Later, I think it would be really frustrating to find out that I sold something for 30,000 won while I was the only one who sold it for 50,000 won. It seems likely to be upsetting. However, if dynamic pricing continues, such services will emerge. For instance, if Mr. A wants to buy something, he might have everything added to his cart. If something is being sold for 10,000 won elsewhere, it might be priced at 50,000 won in Mr. A's cart. Then, services will arise that offer ways to buy items in your cart at a lower price. If there's a way to apply for that, then such services will indeed be created. I bought something, and oh, that actually exists.

On the site, we guarantee the lowest prices. If you find a place that offers a cheaper price than what we provide, please email us, and we will refund the difference. There are sites like that, but I'm not sure. Haha, technology is really advancing. But isn't it the same whether you charge high taxes to the rich or high prices? It's the same thing. Well, I can somewhat understand that the people who are desperately searching are the ones paying more. They are searching desperately. How desperate must it be that I need to buy this to avoid getting scolded by my wife tonight? It must be very urgent. So, they are selling to those who are desperate, and if you search a lot, you would think it would be cheaper. However, tickets tend to be expensive when you search a lot. This person must be desperate; they really need to go.

It seems like a child thinks this way. I keep searching, and the fastest way to buy is at the cheapest price. However, for those who are desperate, all airlines present expensive prices. I don't know about that. Anyway, it's about price searching and competition. Whether the person is in a hurry or not, my ticket must be selected for me to benefit. So, competitors will engage in price reduction competition. There’s no reason for them to collude. Now, there is a lot of debate about dynamic pricing. How it is actually set is unknown unless this point is clarified. The UK government is currently trying to investigate this, as I showed you in the news. This is indeed a contentious issue. Nevertheless, it will become very common.

Dynamic pricing will become commonplace. The name is really cool, but pricing is dynamic. However, in reality, we are already practicing it in our daily lives. To some extent, we already do this. For example, discounts are offered in the evening, or prices drop when stock runs low. I apologize; many women receive offers like Could you share your phone number? or Would you like to have a cup of tea? Despite this, some people share their numbers while others do not. This is discrimination based on the individual, and it is a form of dynamic pricing. Don't we experience this already? It seems like a common phenomenon, a natural occurrence. It's interesting, though; dynamic pricing could become a controversial topic. To what extent should it be allowed?

I think we will probably be able to do it to some extent. However, I suddenly feel anxious about making a reservation for the concert. Should I just book it all at once instead of looking it up repeatedly? Let's try it then; you and I can take different approaches. The thing is, when you do it this way, the prices fluctuate. It even shows a price graph. So, it feels like the prices are high. If I wait a bit, it might go down. As time passes while I'm searching, someone keeps buying the cheaper tickets, which causes the prices to rise. It’s strange that 30 minutes ago, the price was different. Why did it go up to 190,000 won? It’s not that someone raised the 180,000 won ticket to 190,000 won; the flight prices range from 180,000 won to 380,000 won.

First, you sell what you have. Oh, then it’s better to buy first. Exactly. I’ve waited for a price drop before, but when that happens, airlines tend to sell well, so they throw out more competitive prices. When you search, it could be more expensive. Several airlines might not be able to collude on prices. I’m not exactly sure about that. I understand. Yes, I actually heard this from someone in the travel agency. The quickest way to buy is the cheapest way to buy. Right. There are also cancellation tickets available, so you could look for those, but they might not come out. There are also products like that. So, if you pay a little more for this price, you can lock it in, and if a cheaper price comes out later, you can buy it at that lower price. There are also cases where you forget to check and end up paying for insurance.

상품음 자어진 수님 고맙습니다네. 

Thank you for the wonderful product.

가격 검색 했으니 최저가? 당신은 호구가 될 겁니다 (해담경제연구소 어예진 소장)

📣 사람을 찾습니다
🙋 언더스탠딩과 함께 일할 분을 찾습니다!

직무: 영상제작PD, 기자, 인사담당자, 마케팅담당자 
지원 접수: 이메일 접수 to.understanding.official@gmail.com
제출 서류: 이력서, 포트폴리오
접수 기간: 상시채용


라이브는 삼프로TV에서, 클립영상은 언더스탠딩에서!

매일 저녁 7시~9시

문의 : to.understanding.official@gmail.com


언더스탠딩 : 세상의 모든 지식

본 영상에서는 수요와 공급에 따라 가격이 변동하는 동적 가격 책정(Dynamic Pricing)에 대해 설명한다.

동적 가격 책정은 기업에게 더 큰 이익을 제공하지만, 소비자에게는 가격 투명성과 신뢰성 문제가 발생할 수 있다.

AI와 빅데이터를 활용한 동적 가격 책정이 보편화됨에 따라, 가격 결정 방식의 공정성과 소비자 보호에 대한 논의가 필요하다.

오프닝 및 오늘 다룰 이야기 소개: 오아시스 재결합 콘서트 티켓 가격 논란

오아시스 밴드 소개 및 재결합 콘서트 티켓팅 경쟁 과열

티켓마스터 서버 문제와 '온 디맨드' 티켓 가격 급등

정부 개입 및 동적 가격 책정 방식 논의

동적 가격 책정(Dynamic Pricing)의 개념과 원리

수요와 공급에 따른 가격 변동 시스템 설명

티켓마스터의 동적 가격 책정 도입 이유와 실제 적용

동적 가격 책정이 암표를 막는 방식에 대한 의문

동적 가격 책정의 효율적 자원 배분 주장과 소비자 비판

동적 가격 책정의 과거 사례와 현재의 차이점

과거 가격 결정 방식과 현재 AI 기반 동적 가격 책정 비교

기업 입장에서의 동적 가격 책정의 이점 설명

다양한 기업의 동적 가격 책정 사례

Amazon의 동적 가격 책정 방식 및 소비자 대응법

호텔, Uber 등 다른 업계의 동적 가격 책정 사례

Amazon 가격 추적 사이트를 이용한 가격 변동 사례 분석

동일 조건에서 가격 차이가 발생하는 불공정성에 대한 의문

Uber 가격 차이 사례 및 동적 가격 책정에 대한 불만

Uber의 가격 결정 방식에 대한 추가 설명

Coupang, Kakao T 등 국내 서비스의 동적 가격 책정 사례

행동 경제학적 관점에서의 동적 가격 책정 논쟁

폭설 시 제설 도구 가격 인상 사례에 대한 윤리적 논쟁

가격 인상에 대한 소비자 인식과 신뢰 문제

미국 아파트 임대료 알고리즘 조작 의혹

RealPage사의 임대료 책정 소프트웨어 및 시장 담합 의혹

RealPage의 데이터 수집 및 임대료 추천 서비스

RealPage에 대한 미국 내 소송 발생 배경

가격 결정 시스템과 시장 담합의 관계

RealPage의 시장 가격 조작 및 경쟁 제한 의혹

RealPage의 항변 및 동적 가격 책정의 윤리적 문제 제기

AI와 빅데이터 기반의 동적 가격 책정의 미래

자동 판매기 등 오프라인에서의 동적 가격 책정 가능성

동적 가격 책정이 판매자에게 유리한 이유

가격 투명성과 신뢰의 중요성 강조

동적 가격 책정에 대한 다양한 의견과 토론

공급과 수요에 따른 가격 결정의 장점과 문제점

독점 기업의 문제점과 가격 경쟁 시스템의 필요성

동적 가격 책정 방지 방법 및 관련 서비스 등장 가능성

최저가 보장 사이트 및 기술 발전과 가격 차별

절박한 소비자를 대상으로 한 가격 책정의 문제점

동적 가격 책정의 투명성 확보 및 정부 조사 필요성

일상 생활 속 동적 가격 책정 사례 및 논쟁점

할인, 개인 정보 제공 등 다양한 형태의 동적 가격 책정

콘서트 티켓 예매 시 동적 가격 변동 경험 공유

항공권 가격 변동 및 구매 전략 공유

🎫 오아시스 티켓팅 대란과 다이나믹 프라이싱의 등장

영국 밴드 오아시스의 재결합 콘서트 티켓 예매가 시작되자마자 전 세계 팬들이 몰려들었습니다. **100만 장의 티켓이 단 하루 만에 매진**되었지만, 티켓 판매 사이트의 서버가 다운되는 등 혼란이 있었습니다. 살아남은 한 사이트에서는 **"다이나믹 프라이싱"**이라는 가격 책정 방식으로 인해 논란이 일었습니다.

원래 148파운드였던 스탠딩 티켓 가격이 수요에 따라 350파운드에서 415파운드까지 치솟았습니다. 팬들은 터무니없는 가격에 분노했고, 영국 정부는 소비자 보호를 위해 조사에 착수했습니다. 일부는 선예매 티켓을 **최대 1천만 원에 되팔아** 더욱 혼란을 야기했습니다.

📈 다이나믹 프라이싱이란 무엇인가?

다이나믹 프라이싱(동적 가격 책정)은 **실시간 수요에 따라 가격이 변동하는 시스템**입니다. 수요가 높으면 가격이 오르고, 낮으면 가격이 내려갑니다. 티켓마스터는 암표를 막기 위해 2022년부터 이 시스템을 도입했다고 주장하지만, 소비자들은 불공정하다고 비판합니다.

과거에는 판매자가 재고 상황, 경쟁사 가격 등을 고려하여 가격을 결정했지만, 현재는 **AI와 빅데이터를 활용하여 소비자 개인의 선호도와 행동 패턴까지 분석**하여 실시간으로 가격을 조정합니다.

💼 기업의 시각: 왜 다이나믹 프라이싱을 선택하는가?

기업 입장에서 다이나믹 프라이싱은 **수익을 극대화**할 수 있는 효과적인 방법입니다. 단일 가격으로 판매하는 것보다 다양한 가격으로 판매하는 것이 더 많은 수익을 창출할 수 있기 때문입니다. 5천 원에 살 사람에게는 5천 원에 팔고, 3만 원까지 낼 용의가 있는 사람에게는 3만 원에 판매하는 것이죠.

🛒 다이나믹 프라이싱의 실제 사례

아마존은 **오래전부터 다이나믹 프라이싱을 적용**해 왔습니다. 경쟁사 가격, 재고 상황, 소비자 검색 패턴 등을 분석하여 하루에도 수백만 번 가격을 변경합니다. 인기 상품은 가격을 낮춰 고객을 유치하고, 생필품은 가격을 조금씩 올려 판매합니다.

우버(Uber) 역시 대표적인 다이나믹 프라이싱 사례입니다. **수요가 몰리는 시간대나 특정 지역에서는 요금이 인상**됩니다. 쿠팡(Coupang)도 최저가 전략을 추구하지만, 자주 구매하는 상품의 가격이 계속 오르는 것처럼 느껴진다는 의견도 있습니다.

🤔 다이나믹 프라이싱, 윤리적인 문제인가?

폭설이 내린 날, 평소 2천 원에 팔던 제설 도구를 2만 원에 판매하는 것은 윤리적인 문제일까요? 설문 조사 결과, **70%는 부당하다고 응답**했습니다. 하지만 원래 가격이 2만 원이었고, 세일 가격으로 판매하다가 제 가격을 받는 것이라면 어떨까요? 이처럼 감정과 합리성이 충돌할 때, 소비자들은 가격에 대한 신뢰를 잃을 수 있습니다.

🏢 알고리즘 담합: 미국의 부동산 시장 조작 논란

최근 미국에서는 **RealPage라는 회사가 제공하는 임대료 관리 소프트웨어**가 시장 담합을 조장했다는 논란이 일고 있습니다. 이 회사는 빅데이터와 AI를 활용하여 아파트 임대료를 추천하고, 기업형 임대 사업자들은 이 정보를 바탕으로 가격을 설정합니다.

미국 각지의 지방 정부는 RealPage를 상대로 소송을 제기하며, 이 소프트웨어가 **시장 경쟁을 저해하고 임대료 상승을 부추겼다**고 주장합니다. RealPage 측은 단순한 컨설팅을 제공했을 뿐이며, 다이나믹 프라이싱은 담합이 아니라고 반박합니다.

🔮 다가오는 미래: AI와 빅데이터 기반의 초개인화된 가격 책정

앞으로 다이나믹 프라이싱은 AI와 빅데이터를 통해 더욱 고도화될 것입니다. **개인의 소비 패턴, 위치 정보 등을 분석하여 개인별로 다른 가격을 제시**하는 시대가 올 수도 있습니다. 이는 판매자에게는 유리하지만, 소비자에게는 피로감을 줄 수 있습니다.

⚖️ 가격 투명성과 신뢰의 중요성

다이나믹 프라이싱이 보편화될수록 **가격 투명성과 신뢰**가 더욱 중요해집니다. 소비자들이 "나만 비싸게 사는 건가?"라는 의심을 품지 않도록, 공정한 가격 책정 과정을 공개해야 합니다. 영국 정부가 오아시스 티켓 가격 조사에 나선 것도 이러한 이유 때문입니다.

만약 특정 가격 외에는 다른 선택지가 없는 독점적인 환경이라면 더욱 문제가 될 수 있습니다. **경쟁 시스템이 존재하고, 소비자가 가격 비교를 통해 합리적인 선택을 할 수 있도록 보장**해야 합니다.