Review: Your company sells computers and other digital devices, and it is branching out to televisions now too. You are on the pricing team and need to find a value-based price. You’ve identified the next best alternative, which has comparable features except your television won’t come with a remote control.

Review: Your company sells computers and other digital devices, and it is branching out to televisions now too. You are on the pricing team and need to find a value-based price. You’ve identified the next best alternative, which has comparable features except your television won’t come with a remote control. Instead, you’ll provide an app that allows customers to use their smartphones as a remote. As a new industry leading feature, the app would likely be a positive customer value driver, and your company will save money since you won’t have to produce remote controls. Since this is a new feature, how could you most successfully identify a reference price point?