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Use New Tactics in Your Software Marketing Planning

W3i Identifies Ten Trends in Software Marketing (December 17, 2008)

ST. CLOUD, MN -- (Marketwire) -- 12/17/08 -- It is imperative to keep up with the constant changes in the marketplace to be successful in your marketing of online software; but who has the time to monitor everything published? Ryan Weber has utilized his nine plus years experience creating solutions to increase revenue and distribution to identify ten key trends in software marketing:

1. Hybrid Business Models -- Ad-supported software continues to grow either as a full replacement, or an alternative, for users to choose when consuming software. Yahoo Games, the leading online game site, signed a deal with NeoEdge (http://www.neoedge.com) and Double Fusion (http://doublefusion.com) to offer 400 ad-supported downloadable games. This is a real change as typically these downloadable games were offered for free play for 60 minutes. W3i is helping many desktop software publishers improve their revenues by offering an ad-supported Windows installer. To Learn More, visit us at http://www.w3i.com/join-wdn.aspx. 2. Location Based Applications -- Yahoo (http://fireeagle.yahoo.net/), Google, Apple, and a magnitude of other mobile players are creating platforms for leveraging a user's location to provide an exciting new twist on software. There are plenty of mobile devices leveraging GPS capabilities, but that's not all: Wi-Fi triangulation is also being supported by Google and Firefox platforms so that laptop applications are also location aware (http://venturebeat.com/2008/10/21/google-gears-uses-wifi-to- geolocate-your-laptop/). 3. Browser Extensions Putting Users In Charge -- No longer do you have to view what a website operator wants you to view. Many companies are creating browser extensions allowing you to embed relevant content while you browse the web. Some of my favorites are: Tynt.com, Upromise TurboSaver, eBay's Browser Highlighters (http://www.browserhighlighter.com), and BuySafe's Shopping Advisor. Often these browser extensions do not require a toolbar. With such limited space on the browser chrome, it's great to have the convenience of these services without having to accept the toolbar interface from each provider. 4. Mobile Apps Taking Hold -- It was only July when Apple unveiled its App Store. Now over 200M apps have been downloaded, and the iPhone is being touted as a real force in the portable gaming space, which contributed to 25% of these downloads. 5. Desktop Software Through Web Development -- Adobe AIR, Google Gears, and other technologies are supporting the development of web applications that can be deployed cross-platform as desktop software. This reduces complexity which, in turn, creates faster and reduced cost development of desktop software. Another advantage is that this software can be leveraged through the web, creating maximum distribution. Adobe AIR is said to be in collaboration with Verizon Wireless, Motorola, and Nokia to extend support to mobile next year. 6. Funding Application Development -- Google Android, Nokia, Apple for iPhone, Blackberry, and others are offering investments, prizes, and marketing geared at attracting developers to use their APIs to develop applications. This is viewed as an effective strategy for gaining distribution and at a lower cost than creating the applications. 7. Browser Innovation Heating Up -- Internet Explorer, Firefox, and Chrome are engaged in an aggressive competition to win your favor as the world's superior browser. The pace has really picked up and so keeping up with the latest capabilities, and retain market share, is important if you are creating browser extensions. 8. Software As A Service -- To maximize distribution, many traditional software providers are extending their desktop software to the web. Microsoft, for example, is expected to have Office available for the web in 2009 (http://en.wikipedia.org/wiki/Microsoft_Office_14) and (http://venturebeat.com/2008/10/28/the-cloud-gets-better-with- microsoft-office-and-google-labs/) 9. Software Analytics -- Nielsen and comScore are measuring the use of popular software applications along with typical demographic data to support a deeper understanding of market trends. Kampyle (http://www.kampyle.com/owner_public/?page=services&p=2) is offering a subscription service to help with the collection and organization of user feedback for your software application. 10. The Widget Grows Up -- Lightweight software applications are becoming commonplace as social networks battle for opening their platform and as other platforms emerge to improve widget accessibility, value, and relevancy to consumers.


Author: Ryan Weber, Vice President of Corporate Strategy and Co-Founder, W3i Holdings, LLC -- Entrepreneur and pioneer of Internet marketing.

About W3i:

W3i, owner of Freeze.com, delivers proven, integrated desktop and browser marketing solutions. With solutions tested and optimized on over 200 million installs -- currently 4.5 million installs monthly, W3i can increase revenue and traffic for downloadable software, applications and digital content or provide a receptive consumer base for customized, targeted distribution programs. W3i's solutions utilize Install IQ, a proprietary installation system and download manager. Install IQ is the first installation system to be certified in the TRUSTe Trusted Download Program. To learn more about W3i, visit www.W3i.com.

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