CW Developer Network

Sep 17 2014   6:01AM GMT

Is software monetisation 2.0 a developer wake up call?

Adrian Bridgwater Adrian Bridgwater Profile: Adrian Bridgwater

Tags:
monetisation
SafeNet

As a committed reporting resource dedicated to examining the manifold machinations and manoeuvrings across the software application developer landscape, the Computer Weekly Developer Network recently sat down with the communications team for information security company SafeNet.

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Discussions centred around breaking the shell surrounding our existing perceptions of the way applications are built, secured, deployed — and, quite crucially, monetized.

(Ed – surely we mean monetised with an s?) — ok so we left it in this time.

So how does SafeNet think it has encapsulated the zeitgeist of the developer psyche at this time?

Here’s the scenario…

The software application developer builds it i.e. the next big software application that’s going to change lives — so now needs to get it to market and wait for the demand to flood in.

This programmer is no no fool, though and he/she has built in basic software security features to stop unauthorised use of the software.

Monetization 2.0… not just 1.0

But SafeNet heeds, “What about taking into consideration how different types of customers want to purchase your application. Do they like all the features you provided or are they just using one? Can you segment these users into certain groups and offer different users different packages, and how much to charge for these packages?”

We need these questions answered:

• Do you have the internal resources to open the code and start re-writing, QA-ing, internal approvals, etc?

• How about the users that may want a trial first?

• Maybe users want only certain features?

• Maybe they want a per-seat license, how do we do that?

In order to maximise revenue, a programmer will need to offer all of these options and more — and need automated management to minimise costs.

According to SafeNet, it’s not only that, “You need to better understand how users use your software to help set the development roadmap, and you need to better understand usage to optimise pricing for premium features and create compelling feature bundles to address increasingly segmented markets. All this, and it needs to be like flipping switches for non-engineers. In fact, you need to stop annoying engineering altogether so they can focus on their core competency — building the product.”

Welcome to the new world

The company argues that from fledgling start-ups to seasoned legacy app developers, everyone needs to accept that there is more to the software business than just app dev.

In the highly competitive software industry, SafeNet says that license enforcement is just the tip of the iceberg – the real gravy comes with advanced customer analytics that not only improve profitability, they help create better relationships with customers.

This is what SafeNet does i.e. its Sentinel software monetisation solutions are sold on a promise of being able to help software developers grow their top and bottom lines, and provide the flexibility to adapt to changing market conditions.

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