Mass market development strategies of software industries: Case study based research

SummaryThe success in competitive mass market software development depends on the quality of software development and market segments targeted. Market segments are categorized by uncertainties contributed by “Newness” and “turbulences”, making the software success stochastic in nature. Selecting good market segments, delivering high quality software versions in the lowest time than competitors, result in increasing demand in markets and ultimately revenues. Enhanced customer base is beneficial for current product as well as for future products of industry in the form of increased reputation and increased involvement of customers in future development. The case study was conducted with 13 representatives drawing experiences of 14 mass market projects. Results indicate that software solutions are delivered to few investors or in highly competitive markets, as per the survey's findings of the marketing departments. The software organizations are reluctant to deliver relatively complex solutions in new markets unless and until strongly convinced with the probable success. The method for selection of market segments belonging to new and existing markets for undertaking the software delivery is also proposed in this paper. The model will help software industry decide the market segments and high abstract level features that could increase probability of software success. Poor selection of markets or targeting markets of “improper” size affects the market share of the industry to a great extend.