Category Archives: Software Marketing

Can Oracle buy its way into SaaS, or is it doomed?

A few interesting articles around Oracle’s dance with SaaS, spurred by its recent acquisition of Taleo (CRM/HCM), for $3.4 billion:

It will certainly be an interesting ride.

Advertisements

The Beginning of the End of Long Software Development Cycles

Last month, Microsoft announced that it would start to automatically upgrade Internet Explorer on users’ PCs, essentially following the route Google Chrome has taken.

This announcement has gained publicity in the Internet-related software community as it was evident that this action was taken to react to Google Chrome’s increasing market share. Within a few years, Google Chrome usage has grown, and it is now not only the second most popular browser overall (surpassing Mozilla Firefox), but also similar in popularity to Internet Explorer 8.0, hence essentially (in a tied race) the most popular specific-version browser overall.

But, the significance of this release transcends the browser war. It highlights that long development cycles are becoming a thing of the past.

Continue reading

7 Ways to Get First-Time Users to Love Your Web App

I regularly try out new web applications, and I am often amazed to see web applications that assume that a “short introduction video” will get users to understand what the product does and how to use it.

Sure, people love videos, and watch tons of funny cat videos. But, application tutorials aren’t funny cat videos, at least in most cases. For one thing, especially if you’re marketing a SaaS application to business users, it’s likely that users don’t even have headphones connected at their work space; or, similarly, that they doesn’t feel comfortable watching videos with their peers around. As likely, they may want to start using the application right away and may not want to take the time to watch an introduction video. But, most importantly, a video is just one tool in one’s toolbox, and getting users from point A (say, registered for a free trial) to point Z (they’re the guru of your product and help their peers use it) takes much more than a video.

Earlier this week, we at WebCollage have launched a new revision of our Content Publisher welcome pages, so I thought it may be a good opportunity to share the techniques we’ve come up with in terms of communicating our application functionality to first-time users.

I tried to outline 7 “tools” you can use to get first-time users to understand and hopefully like you web application. Here goes–

Continue reading

How SaaS and Agile Software Development coevolve as a disruptive innovation

Agile Software Development is continuously gaining momentum in the last decade since the introduction of the Agile Manifesto in 2001. Software-as-a-service (and cloud-based web applications in general) is also gaining momentum in the last decade, roughly during the same period. Is this a coincidence?

Time and again, the technology landscape exhibits parallel fast advancement of synergetic technologies and methodologies.

For example, in the late 90’s, my colleague Elan Dekel has started a company called EarthNoise, offering a video sharing website. Sounds familiar? In 1995, a company called YouTube was founded with a similar idea. It was acquired in 2006 by Google for $1.65b. EarthNoise, on the other hand, went out of business as early as 2001. In the four years that passed, broadband internet access became popular, and so did digital video cameras. The three areas—video sharing, digital cameras and broadband internet—evolved hand in hand to create a new phenomena—user generated video on the web. The ability and desire to share videos online drove increased adoption of broadband internet and digital video cameras (and yielded brand new products such as the now-defunct Flip). The increased consumer demand for broadband and cameras drove down prices and accelerated technology advancement. This in turn increased adoption of video sharing sites. Now, video sharing sites are an inseparable part of our lives.

Arguably, the success of the iPhone is—similarly—largely due to technologies that co-evolve with smartphone advancement: 3G connectivity, Wi-Fi connectivity, touchscreen technology, low-consumption processors and—at least to a certain degree—HTML5.

I would assert that software-as-a-service and agile development methodologies are likewise coevolving and drive each other’s adoption. It may not be obvious, but this creates a spiral effect (or—in Geoffrey Moore’s terms—a tornado) of disruptive innovation that will eventually displace many of the software development paradigms.

Here’s why.

Continue reading

Creating a SaaS Marketing Site in 10 Minutes

I was recently amused to bump into what seemed to be a silly offer: instead of developing your own marketing site for your
software-as-a-service business, buy a ready-made SaaS template site, swap in
some text and perhaps a few images, and get yourself a working site in minutes.

SaaS Template Site ScreenshotI had never spent time thinking which professions could use
ready-made site templates. If I had been forced to provide a quick answer, I
would have probably come up with some freelance professions (there would always
be “About Me” and “My Portfolio” pages, for one thing).
But, coming to think of it, it isn’t as clear that many professions or business
categories can truly live with a template-based site. I’m wondering: would all
local cleaners tell their story in a similar way?

Well, it may be that marketing SaaS businesses is simpler than
marketing local cleaners.

Continue reading