Selling Software to Consumers - Upgrade Now!


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Ninety-nine percent of adult software consumers in the US have access to either a PC or laptop computer at home or work, 43% have a smartphone
and 12% have an iPad or e-reader. These consumers are regularly downloading software or applications for these devices, but much of what
they download is either free or costs less than $50. The maturity of open source software and the widespread availability of free smartphone
applications have created choice for consumers who traditionally have paid for software. In fact, 46% of software owners have switched to a free
version that they consider as good as their existing paid software when they were due to renew their subscription or pay for an upgrade. For software
publishers this competition is making it more and more difcult to sell to new consumers and retain existing customers. Software publishers must
improve their tactics for selling online and ensure that they are offering an online experience that parallels the high expectations that today’s savvy
online shoppers expect. They face the same threats that the music and media industry have been forced to accept, that consumers value their products but are no longer prepared to pay for them. Software publishers and retailers alike must nd new ways of licensing their products that resonate with their consumers.

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Selling Software to Consumers - Upgrade Now!

  1. 1. Selling Software to Consumers - Upgrade Now! Pete Sheldon Amanda Dhalla Product Marketing Manager Ecommerce Consultant Elastic Path Software Elastic Path Software Listen to audio using your computer’s microphone & speakers (VoIP) or dial in: United States: + 1 323 417 4600 United Kingdom: + 44 (0) 121 368 0265 Access Code: 698-986-606Elastic Path™
  2. 2. Introducing Elastic Path Software • Enterprise ecommerce solutions for software, media, telco, online services, and digital reseller markets • Trusted ecommerce experts • #1 ecommerce blog • For more on-demand ecommerce resources: Path™
  3. 3. Download Our Research Paper“Consumer Software Buying Trends 2010” - Download a copy @ - Webinar recording will be sent to you, and made available at Path™
  4. 4. Elastic Path™
  5. 5. Elastic Path™
  6. 6. Customer Acquisition | SEO & SEMElastic Path™
  7. 7. Customer Acquisition | SEO & SEM • Blogs • Testimonials • Forum • FAQs • Knowledge base • News • How-tos • Buying guides • Social bookmarksElastic Path™
  8. 8. Customer Acquisition | Online ReviewsElastic Path™
  9. 9. Customer Retention | Renewals & UpgradesElastic Path™
  10. 10. Customer Retention | Renewals & UpgradesElastic Path™
  11. 11. Purchase InfluencersElastic Path™
  12. 12. Purchase Influencer | EcosystemsElastic Path™
  13. 13. Purchase Influencers | Product DescriptionElastic Path™
  14. 14. Purchase Influencer| Product DescriptionsElastic Path™
  15. 15. Purchase Influencer | Product DescriptionsElastic Path™
  16. 16. Purchasing Influencer| Delivery MethodsElastic Path™
  17. 17. Purchasing Influencer| Delivery MethodsElastic Path™
  18. 18. Up-sellsElastic Path™
  19. 19. Up-sellsElastic Path™
  20. 20. Elastic Path™
  21. 21. Purchase Influencer | Licensing ModelsElastic Path™
  22. 22. Purchase Influencer| Usage-based Licensing ClustrMaps • Website traffic counter • Free up to a traffic limit Gmail • Free up to a storage limit • Becoming a common approach for Google Google SketchUp • Trial includes 8 hours of usage rather than # of daysElastic Path™
  23. 23. Purchase Influencer| Multi-user/Device LicensesElastic Path™
  24. 24. Purchase Influencer | Upgrade ProtectionElastic Path™
  25. 25. Key Recommendations • Offer upgrade protection as an up-sell option • Provide alternative ownership models – Usage-based licensing – Multi-user licensing • Intelligently up-sell to increase average order value • Treat your existing customers wellElastic Path™
  26. 26. Q&A Path™