Software Product Management and Pricing: Key Success Factors for Software Organizations / Edition 1 by Hans-Bernd Kittlaus, Peter N. Clough | | 9783540769866 | Hardcover | Barnes & Noble
Software Product Management and Pricing: Key Success Factors for Software Organizations / Edition 1

Software Product Management and Pricing: Key Success Factors for Software Organizations / Edition 1

by Hans-Bernd Kittlaus, Peter N. Clough
     
 

ISBN-10: 3540769862

ISBN-13: 9783540769866

Pub. Date: 01/15/2009

Publisher: Springer Berlin Heidelberg

Software product management and pricing are key success factors for any organization providing software, be it a software company or an organization responsible for software in a company that belongs to a different industry. After defining the term "software product" and looking at the business and organizational sides, the core elements of software product

Overview

Software product management and pricing are key success factors for any organization providing software, be it a software company or an organization responsible for software in a company that belongs to a different industry. After defining the term "software product" and looking at the business and organizational sides, the core elements of software product management and pricing are discussed. Recommendations are given on how to deal with these elements depending on different types of organizations and products in order to achieve the long-term success.

Product Details

ISBN-13:
9783540769866
Publisher:
Springer Berlin Heidelberg
Publication date:
01/15/2009
Edition description:
2009
Pages:
232
Product dimensions:
6.40(w) x 9.30(h) x 0.90(d)

Table of Contents

1 Introduction 1

2 Software Product: Terms and Characteristics 5

2.1 External and Internal Views on a (Software) Product 7

2.2 The Software Product as Type and the Customer-Specific Installation as Instance 8

2.3 Product Platform, Family, and Line 10

2.4 Product Name, Version Numbers and Compatibility 12

2.5 Attributes of Software Products 13

3 Software as a Business 17

3.1 IT Don't Matter? 18

3.2 Specific Business Aspects of Software 21

3.3 The Financial Life-Cycle of a Software Product 23

3.4 The Software Ecosystem 25

3.5 Law of Increasing Returns 28

3.6 Business Models for Software Vendors 30

3.7 The Business Considerations for Corporate IT Organizations 35

3.8 The Changing Relationship between Software Product Management and Software Pricing 36

4 The Elements of Software Product Management 39

4.1 Objectives 39

4.2 The Role of the Software Product Manager 42

4.3 Framework 43

4.4 Market Analysis 47

4.5 Product Analysis 50

4.6 Product Strategy 53

4.6.1 Corporate Vision, Strategy, and Portfolio Management 54

4.6.2 Some Fundamental Decisions 59

4.6.3 Positioning and Value Definition 60

4.6.4 The Business View 62

4.6.5 The Ecosystem 63

4.6.6 The Legal Terms 64

4.6.7 Protection of Intellectual Property 73

4.7 Product Planning 76

4.7.1 Roadmap 77

4.7.2 Release Planning 77

4.7.3 Requirements of Intellectual Property 79

4.8 Development 94

4.9 Marketing 96

4.10 Sales and Distribution 104

4.11 Support and Services 112

4.12 Tool Support 114

4.13 Software Product Management Summary 115

5 The Elements of Software Pricing 117

5.1 Objectives 118

5.2 The Role of the Software Pricing Manager 120

5.3 The SoftwarePricing Framework 122

5.4 Pricing Strategy 125

5.5 Price Structure, Policy and Level 127

5.5.1 Price Structure 127

5.5.2 Charging Alternatives 130

5.5.3 Price Policy 137

5.5.4 Price Level 138

5.5.5 Price Level and Market Tiers 138

5.5.6 Price Level and Competition 140

5.5.7 Price Level over Product Life 141

5.5.8 Price Level - Special Situations 142

5.6 Pricing in Distribution Channels 146

5.6.1 Web Distribution 146

5.6.2 Business Partner Distribution 148

5.6.3 Channel Conflicts 153

5.7 Pricing for Large Customer Accounts 158

5.7.1 Enterprise - Vendor Relationship 158

5.7.2 The Value Proposition 162

5.7.3 Internal Decision Makers and Influencers 163

5.7.4 Price Structures and Discount Structures 164

5.7.5 Special Bids 165

5.7.6 Enterprise Offerings 166

5.7.7 After-Sales and Pre-Sales 170

5.7.8 Global Customers 171

5.7.9 Sales Training on Pricing 172

5.7.10 Customers with Full Vendor Portfolios 172

5.8 Negotiation 173

5.8.1 Negotiation Styles and Gambits 174

5.8.2 Negotiations at the End of Quarter 177

5.9 Pricing in the Global Market 178

5.9.1 Price Uplift 179

5.9.2 One Time Charge Products 179

5.9.3 Recurring Charge Products 183

5.10 Business-to-Consumer (B2C) Software 183

5.11 Software as a Service 185

5.12 Pricing for Corporate IT Organizations 188

5.12.1 Classic Allocation of IT Costs 188

5.12.2 Allocation of Usage-Based Charges 191

5.12.3 Characteristics of a Good Chargeout Scheme 192

5.12.4 Corporate IT Conclusion 193

5.13 Pricing Summary 193

6 Software Product Management and Pricing in the Corporate Structure 195

6.1 Software Product Management in the Internal Environment 195

6.2 Software Pricing in the Internal Environment 197

6.3 Organizational Alternatives 198

6.4 Scenarios 202

7 Summary and Outlook 207

A Job Description of Software Product Manager 211

B Job Description of Software Pricing Manager 213

C Software Product Management and Pricing in the Literature 215

D Glossary 219

Bibliography 223

Index 227

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