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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 dif cult 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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Elastic Path™
Selling Software to Consumers - Upgrade Now!
Pete Sheldon Product Marketing Manager Elastic Path Software
Amanda Dhalla Ecommerce Consultant 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: 698-986-606
Elastic Path™
Introducing Elastic Path Software
• Enterprise ecommerce solutions for software, media, telco, online services, and digital reseller markets
• Trusted ecommerce experts
• #1 ecommerce blog www.getelastic.com
• For more on-demand ecommerce resources: www.elasticpath.com/resources
Elastic Path™
Download Our Research Paper “Consumer Software Buying Trends 2010”
- Download a copy @ http://www.elasticpath.com/research-papers
- Webinar recording will be sent to you, and made available at www.elasticpath.com/webinar/
Elastic Path™
Elastic Path™
Elastic Path™
Customer Acquisition | SEO & SEM
Elastic Path™
Customer Acquisition | SEO & SEM
• Blogs
• Testimonials
• Forum
• FAQs
• Knowledge base
• News
• How-tos
• Buying guides
• Social bookmarks
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Customer Acquisition | Online Reviews
Elastic Path™
Customer Retention | Renewals & Upgrades
Elastic Path™
Customer Retention | Renewals & Upgrades
Elastic Path™
Purchase Influencers
Elastic Path™
Purchase Influencer | Ecosystems
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Purchase Influencers | Product Description
Elastic Path™
Purchase Influencer| Product Descriptions
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Purchase Influencer | Product Descriptions
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Purchasing Influencer| Delivery Methods
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Purchasing Influencer| Delivery Methods
Elastic Path™
Up-sells
Elastic Path™
Up-sells
Elastic Path™
Elastic Path™
Purchase Influencer | Licensing Models
Elastic Path™
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 days
Elastic Path™
Purchase Influencer| Multi-user/Device Licenses
Elastic Path™
Purchase Influencer | Upgrade Protection
Elastic Path™
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 well
