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(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.
Written by Nilofer Merchant
Tags: Strategy
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