Benchmarking bundling practices in the software industry

J. Angeren, van, R. Bommel, van, C. Arupia, S. Brinkkemper

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Abstract

Pricing comprises a crucial part of software product management. One strategy to follow is bundling; the sale of two or more products or services as one package. So far, little is known about the use and acceptance of bundling as a pricing tool within the software industry, especially when it comes to combining products and services into one package. In this paper we present the results of a small sample survey conducted with software companies, to both identify the bundling strategies that are employed and to let these companies benchmark their strategies with their competitors. In total, twenty-three companies took part in a web survey. Amongst others, results show that currently 71\% of the companies make use of bundling and the average size of their packages is equal to five components. The configuration of such a package proceeds by assembling components around the product or service that is closest to the core competence of the organization.
Original languageEnglish
Title of host publicationProceedings of the 6th International Workshop on Software Product Management (IWSPM'12), at the 18th International Working Conference on Requirements Engineering : Foundation for Software Quality (REFSQ’12), 19 March 2012, Essen, Germany
Pages243-256
Publication statusPublished - 2012
Externally publishedYes

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