PROS Holdings has appointed Bhaskara Rao Guntreddy as Senior Vice President of Product to lead its airline retail transformation efforts. The move reflects the company's push to advance AI-driven commerce solutions as airlines modernise their retail strategies. Guntreddy previously served as Vice President of Product, Offer Management at Sabre Corporation and held leadership positions at Emirates and Etihad, where he worked on pricing, revenue management and digital commerce. He will oversee product strategy, portfolio direction and innovation at PROS. PROS provides offer management solutions to the airline industry, using AI to help carriers optimise pricing, merchandising and offer strategies. The company aims to help airlines maximise revenue whilst delivering improved customer experiences through dynamic, personalised offers.

PROS named a Leader in the IDC MarketScape: Worldwide B2B Revenue and Profit Optimization Platforms 2025-2026 Vendor Assessment. Smart Price Optimization and Management delivers real-time, enterprise-scale pricing under unified commercial platform to drive profitable revenue growth HOUSTON, December 16, 2025 - PROS Holdings, Inc., a leading provider of AI-powered SaaS pricing and selling solutions, today announced it has been named a Leader in the IDC MarketScape: Worldwide B2B Revenue and Profit Optimization Platforms 2025-2026 Vendor Assessment (doc # US52034524, December 2025). PROS, Inc. believe this recognition builds on PROS strong reputation in the price management and optimization market, reinforcing its unique position as part of a unified commercial platform with advanced AI and real-time, enterprise-grade performance designed to support profitable revenue growth in an ever-changing market. "In a commercial landscape defined by tariffs, self-service and instant buyer decisions, yesterday's pricing models collapse in real time," said Greg Davoll, Vice President, Product Management, PROS. "B2B businesses need to price precisely in real-time in order to move at the speed of customer demand without sacrificing profit or trust. Our solution equips organizations with sophisticated, AI-powered, real-time pricing that adapts instantly to demand and supply shifts, turning volatility into a competitive advantage." "As pricing complexity grows across global B2B markets, organizations are seeking solutions that combine speed, intelligence and scalability," said Tiffany McCormick, Research Director, Worldwide Digital Business Models and Monetization, IDC. "PROS was recognized for its unified commercial platform and advanced AI capabilities, enabling real-time, explainable pricing decisions at enterprise scale. This approach helps businesses not only optimize revenue but also build resilience and agility in an increasingly dynamic market." The following were cited as PROS strengths by the IDC MarketScape: * PROS offers a single unified platform that encompasses pricing, rebate management, CPQ, and subscription management. This horizontally integrated approach allows customers to manage the entire commercial life cycle, from pricing strategy and execution to rebate and contract management, without needing disparate systems or complex integrations. This breadth facilitates consistent pricing execution and synchronized workflows across teams. * PROS employs neural networks and sophisticated AI models for price optimization, moving beyond traditional segmentation methods to enable transaction-specific pricing. Its platform incorporates AI not just for pricing but across all commercial workflows, including rebates and recommendations. PROS has also embedded generative AI and is advancing agentic AI workflows that autonomously optimize pricing decisions with transparency and explainability. * The PROS real-time pricing engine delivers pricing recommendations with contractually guaranteed sub-300 millisecond response times, with support from enterprise-grade SLAs ensuring 99.99% uptime. This capability is critical for high-volume use cases, such as ecommerce and global digital commerce environments that demand instantaneous, accurate pricing. PROS also supports extensive data integration and scalability requirements, processing trillions of transactions annually worldwide. To view the excerpt, visit https://pros.com/lp/idc-pricing-marketscape-leader. For more information on Smart Price Optimization and Management, visit pros.com/products/price-optimization-management-software. About IDC MarketScape. IDC MarketScape vendor assessment model is designed to provide an overview of the competitive fitness of technology and service suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor's position within a given market. IDC MarketScape provides a clear framework in which the product and service offerings, capabilities and strategies, and current and future market success factors of IT and telecommunications vendors can be meaningfully compared. The framework also provides technology buyers with a 360-degree assessment of the strengths and weaknesses of current and prospective vendors. About PROS. PROS Holdings, Inc. (NYSE: PRO) is a leading provider of SaaS solutions that optimize omnichannel shopping and selling experiences, powering intelligent commerce. Leveraging leadership in revenue and pricing science, the PROS Platform combines predictive AI, real-time analytics, and powerful automation to dynamically match offers to buyers and prices to products. Businesses win more with PROS. Learn how at pros.com.