The Changing
Software Market

Over the past several years a number of trends have influenced the software market and vendor business models. Perpetual licenses are no longer the norm in many sectors, and software businesses are increasingly leveraging a recurring revenue or services model.

Check out the Software Marketing Store

Find helpful ebooks, marketing templates, strategy worksheets, and more.

Subscribe to our Free Newsletter

new Go-to-Market Toolkit

We have just launched our Go-to-Market Toolkit, with guides, templates and checklists to plan a successful software launch. 

Check out the Toolkit here, or you can get a free Go-to-Market Checklist one-pager if you sign up for our FREE monthly newsletter here.

If you prefer, you can also check out our other software marketing downloads.

Industry Trends Driving Software Firms to Services

Both business and technology trends have had a major impact on the software industry.  These include Software-as-a-Service (SaaS), Services Oriented Architecture (SOA), cloud computing, open source software, outsourcing of IT, and enterprise customers driving to run their IT as a service business are all havingsignificant impacts on the computer software industry.

In many cases vendors are finding it more profitable to move beyond the traditional “software vendor” mold and are morphing into services businesses, internet/web businesses or consulting firms.

SaaS Adoption in Business

With growing SaaS adoption in the business environmentdriving the evolution of the software services market, as also indicated in this SaaS survey, SaaS solutions are starting to evolve from point products to web-based platforms and integrated vertical networks to satisfy specific business needs.

These trends are being driven by the globalization of business. This is leading to increased or new competition, and the resulting need for enterprise customers to be more agile, productive, and cost-aware than ever before.

Winning in Today's Software Market

To win in today's market, software vendors need to properly define and position their product to meet and exceed changing customer needs. For enterprise deployments, checklists such as this SaaS customer readiness checklist can help ensure a successful adoption.

Given the changes in the computer software industry today, it's critical for software companies to have a strong, up-to-date business plan. For software-as-a-service providers, a well-thought-out SaaS business plan is even more important.

To plan your optimal software business model, it is important to follow business marketing strategies that keep your focus on using new software market trends to deliver even more value to your target customers and increase your unique selling proposition.

Click here for a summary of top software vendors

Click here for a summary of the impact of software trends on the business of software

Click here for more detail on business areas and verticals adopting SaaS

Click here to understand the impact of software industry changes to your business model.

Click here for some tips on marketing software in a services-oriented world.

Click here for software sales advice as the market moves to a services model.


  1. Home
  2.  ›
  3. Software Market

Recent Articles

  1. B2B Direct Mail Marketing

    Sep 13, 19 04:47 PM

    The top factors for successful B2B direct mail marketing: the list, the offer, and the results.

    Read More

  2. B2B Internet Marketing Tips for Business Software Companies

    Sep 12, 19 03:22 PM

    How to use B2B internet marketing to influence your software buyers.

    Read More

  3. Software Advertising and Marketing: Guide to Software Marketing

    Sep 10, 19 03:20 PM

    This page provides helpful tips for software advertising and marketing. Whether you sell consumer or business software, follow this guide to software marketing to increase sales of your software.

    Read More