Pioneered by the airline industry in the '80s, yield management allows a seller to adjust the price of a commodity according to demand. In the airline context, that means ticket prices rise with the number of seats that have been booked on a flight, adding to the incentive to book early. Others have complained that because the company operates entirely online, customer service is woefully inadequate. For easyEverything, however, yield management seems to be an unqualified success. Logging on is most expensive at peak hours in the middle of the day and cheapest in the middle of the night.
People are willing to change their behavior because it's so cheap.
His potential competitors, at least, remain unimpressed. Wise is not the only skeptic. With high computer ownership levels in the U.S. and Internet connection fees much lower than in Europe, some analysts say the easyEverything model is destined to fail across the Altantic. Haji-Ioannou scoffs at the notion that easyEverything cannot make the transition. His confidence is not mere bravado.