The client asked us to do the following:Identify optimal product strategies for U.S.Identify minimum required localization changes necessary for quick U.S. market successUS Marketing Plan
IDC covers the software testing market, and produces a series of reports covering the various sub-segments of this space. Although the Global software test market is huge, that includes money spent by in-house resources (labor) doing manual testing. When you look at the market for tools (Automated Software Quality, or ASQ), it shrinks to $2.2B. And the sub-segment of that market that includes the kind of tools as the client (Software Quality Analysis and Measurement) is even smaller—just $412M. The market is growing, but IDC’s estimates have been over-optimistic.On the competitive side, the market has attracted large software vendors. The top four vendors are all large, well-established players; they all entered the market by acquiring point-solution vendors: Synopsis acquired Coverity; HP acquired Fortify; and IBM acquired Ounce Labs. They dominate the high end of the market. On the low end, Microsoft and Apple offer basic versions bundled with their development tools. And open source tools such as Valgrind and LLVM Static Analyzer are also available.
Overall spending on tools for developers has dropped in the last decade; the emergence of highly capable open source tools, and “cheap” tools for the major platforms (Xcode for MacOS and iOS, Dev Studio for Windows) has led to a reduction in budgets for developer tools.Also, IT organizations have been downsizing their internal QA departments; first they were using 3rd party testing firms and now are adopting cloud-based testing platforms.Another trend is a change in the programming languages that organizations use to develop their apps; with the rise in web and mobile, new development is often in different languages than used in the past. The client’s product, which was started nearly a decade ago as a research project in a university, supported the “old” languages.
Revenue in America: Scaling businesses in the US
325M Sharon Park Drive
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Revenue in America
Scaling businesses in the US
presented at CCICE
March 28, 2014