There are several innovative pricing models that companies use to stand out in the market and attract customers, such as freemium-, tiered-, or value-based pricing models. The right pricing model will depend on the nature of the product or service, the target customer and the goals of the business. A disruptive, successful pricing model can change a whole field, as happened to, e.g., movies and series with Netflix and other streaming services. Are the various novel pricing models real difference-makers or are they usable only for limited number of exceptions? What might be some of the most interesting pricing models of the future for SMEs that want to disrupt their field? How are consumers perceiving the need to adopt different models of paying for their services?