Zoom · Go-to-market · Senior · 60 to 90 minutes

Zoom AI Premium Packaging and Pricing

Zoom is a communications platform for video meetings, phone, chat, contact center, and workplace collaboration. Answer this product management case and get it graded line by line against a weighted rubric.

Pricing strategy
User segmentation
Go-to-market sequencing
Stakeholder alignment
Risk management

The situation

Zoom's President of Product and CRO have asked you to recommend packaging and pricing for the next paid AI offer above the included AI Companion, and to say whether Zoom should keep, repackage, or replace the current Custom AI Companion add-on. Zoom already includes AI Companion in many paid Workplace plans, while Custom AI Companion is sold as a separate enterprise add-on, about $12 per user per month on top of eligible paid Workplace plans. Over the last two quarters, usage of included AI features has grown, but enterprise buyers say the jump from included features to a separate custom add-on is hard to understand, procurement cycles are long, and some accounts want stronger governance, knowledge integration, and workflow capabilities before they will expand AI spend. Assume the following numbers are illustrative: 42 percent of eligible paid seats use AI Companion monthly, 5 percent of enterprise seats have the Custom AI Companion add-on, and 30 percent of late-stage deals ask for a clearer premium AI bundle. Finance wants faster AI revenue growth this fiscal year, Sales wants a simpler story, and Legal wants tighter data controls. Your job is to propose a go-to-market approach that grows paid AI revenue without weakening Zoom's included AI position or creating pricing confusion across Workplace, Contact Center, and enterprise agreements.

What to produce

A 1 to 2 page go-to-market proposal.

Your answer must

Recommend the packaging architecture, including whether to keep, repackage, bundle, or replace Custom AI Companion.
Define the target customer segments, buyer personas, and top use cases for the paid offer.
Propose a price metric and a price point or range, and explain why it is better than at least one alternative.
Lay out launch sequencing, sales motion, and the migration path for existing Custom AI Companion customers and current enterprise contracts.
Specify success metrics, guardrails, and key risks, including cannibalization or confusion around included AI Companion.

Constraints

Assume the launch must happen within 2 quarters, and the billing system can support at most 2 net new AI SKUs this fiscal year.
You cannot remove or reduce included AI Companion entitlements for customers already under contract before renewal.
Customer content cannot be used to train third-party models without explicit customer consent, and enterprise admins need clear controls and auditability.
Do not assume a major new foundation model build or acquisition, use existing platform capabilities and normal partner integrations.

Format

Use sections for recommendation, customer segments, pricing, launch plan, and risks. A small table that compares 2 packaging options and explains the final choice is encouraged.