Blog Yes & Know

(Dis)satisfaction with Pricing & Licensing Strategies

Here is a shocker: nobody much likes their licensing models. According to Macrovision’s research, less than one in three enterprises are satisfied with software vendors’ pricing & licensing strategies. Dissatisfaction is not limited to the customers, as only 57% of software vendors are satisfied. While to some extent this probably demonstrates healthy market forces at work–meaning compromise has left neither side is completely satisfied–it also demonstrates the opportunity for new types of innovative licensing such as term- and utility-based models if software vendors can position them appropriately.

(Dis)satisfaction with Pricing & Licensing Strategies

Here is a shocker: nobody much likes their licensing models. According to Macrovision’s research, less than one in three enterprises are satisfied with software vendors’ pricing & licensing strategies. Dissatisfaction is not limited to the customers, as only 57% of software vendors are satisfied. While to some extent this probably demonstrates healthy market forces at work–meaning compromise has left neither side is completely satisfied–it also demonstrates the opportunity for new types of innovative licensing such as term- and utility-based models if software vendors can position them appropriately.

Value Innovation

Does your company need to win new markets in order to keep up with, or more importantly, exceed investor expectations? Will you be able to get there by evolving your products or solutions, or will it require disruptive innovation? Does the challenge of your “day job” managing the existing business and investor expectations keep you from your “other job” of developing the strategy and plans that will allow you to leapfrog the competition? If you answered “yes” to any of these questions, you are not alone and have the company of many other executives, which very likely includes your competitors.