麦肯锡定价策略.ppt

Software License and Maintenance Pricing Principles – Best Practices and Case Studies Walter Baker and Homayoun Hatami TODAY’S DISCUSSION PRICING IS BIGGEST LEVER AFFECTING PROFITABILITY NUMEROUS CASES SHOW SUBSTANTIAL UPSIDE POTENTIAL EXISTS FROM IMPLEMENTING PRICING BEST PRACTICES EVEN SO, MANY TECHNOLOGY COMPANIES FEEL THEIR PRICING MANAGEMENT SKILLS ARE BASIC SUPERIOR PRICING IS CHALLENGING IN GENERAL… … AND EVEN TOUGHER FOR TECHNOLOGY COMPANIES, ESPECIALLY SOFTWARE BUSINESSES TODAY’S DISCUSSION COMPONENTS OF SOFTWARE LICENSE AND MAINTENANCE PRICING COMMON ISSUES AND BEST PRACTICE EXAMPLES IMPACT OF UNBUNDLING SOFTWARE SUITES OPPORTUNITIES TO ADDRESS DISTINCT VALUE PROPOSITIONS IN CUSTOMER SEGMENTS CHOOSING WRONG LICENSING METRIC CAN LEAD TO HEAVY DISCOUNTING OR BELOW VALUE PRICING COMMON ISSUES AND BEST PRACTICE EXAMPLES WIDE VARIABILITY IN FRONTLINE PRICING… … OFTEN INDICATES OPPORTUNITIES TO IMPROVE FRONTLINE PERFORMANCE POOR MANAGEMENT OF EXCEPTIONS MAKES IT “EASIER TO NEGOTIATE INTERNALLY THAN EXTERNALLY” IMPACT OF IMPROVING END-OF-QUARTER BEHAVIOR DISCOUNTING POLICIES SHOULD REFLECT DIFFERENCES IN CUSTOMER SEGMENT VALUE PERCEPTIONS COMMON ISSUES AND BEST PRACTICE EXAMPLES SOFTWARE WARRANTY/MAINTENANCE CONCESSIONS CAN REDUCE ANNUITY OPPORTUNITY NET EFFECT OF SOFTWARE MAINTENANCE DISCOUNTS CAN BE SIGNFICANT MAINTENANCE SERVICES CAN BE DISCOUNTED MUCH LESS THAN LICENSE SALES THERE IS NO DOMINANT SOFTWARE MAINTENANCE PRICING MODEL COMMON ISSUES AND BEST PRACTICE EXAMPLES ELECTRONIC LICENSE MANAGEMENT CAN HELP ENFORCE ENTITLEMENT RIGHTS COMMON ISSUES AND BEST PRACTICE EXAMPLES COMMON ISSUES AND BEST PRACTICE EXAMPLES INEFFICIENCIES IN RENEWAL PROCESS CAN VOID OPPORTUNITY… … AND ALSO DELAY OPPORTUNITY CAPTURE MAINTENANCE RENEWAL SALES CAN BE DISCOUNTED MUCH LESS THAN AT TIME OF LICENSE SALE NO DEFINITIVE LICENSE/PRICING MODEL BEWARE OF ASSUMPTION THAT MARGINAL COSTS ARE ZERO BUNDLING OF SOFTWARE INTO HARDWARE SALES Q1 Q2 Software maintenance discoun