Welcome to the the special Shareware Industry
Conference issue of Software Marketing News.
An HTML version can be viewed at http://www.softwaremarketingresource.com/author-resource-newsletter43.html
SIC OVERVIEW - WEDNESDAY
Again we opted to drive to Rochester, this time
Paris Karahalios from Trius, Inc. http://www.triusinc.com
joined us. Paris managed to regal us with tales
to and from Rochester. For those of you who
have not had the good fortune of meeting Paris
he is truly a very interesting person. A nuclear
physicist turned software developer with an
abundance of knowledge and a quirky sense of
humor, it made for very interesting conversation.
Wednesday evening eSellerate sponsored a welcome
reception with food and an open bar. Steve Kiene,
founder of eSellerate, also made the announcement
that he would be stepping down as CEO/CTO of
eSellerate. He named Steve West as CEO and Doug
Durham as the new CTO. In his speech, Steve
Kiene took the time to assure customers (and
potential customers) that eSellerate's mission
would not change, nor would the ownership of
eSellerate change. Steve simply felt it was
time for him to return to his true passion,
Due to inclement weather across the US, a number
of attendees were delayed. The running joke
wednesday night was that Steve Kiene hacked
into airline computer systems stranding the
flight's of Digital River's staff.
The welcome reception was held in a small banquet
room that really encouraged networking and talking.
I had the opportunity to meet Justin and Andrew
of Kiwi Enterprises http://www.kiwisyslog.com
. They are NotePage integration partners and
though we have exchanged emails I had never
officially met Justin. Andrew and Justin are
from New Zealand, and just to be clear that
is *not* the same as being from Australia. New
Zealand is comprised of three islands North,
South and West. The western island is actually
Australia, or so they tried to tell me, when
they realized I was geographically challenged.
I also managed to connect with another partner,
Simon Carter from Cyrstal Software http://www.crystalsoftware.com.au
. Being that Simon is from Australia, his view
of it being part of New Zealand was a little
different than Justin and Andrew'si All in all
it was good conversation and a great way to
start the conference.
I also met Brant Palazza from Digital River,
who was probably a little startled that I did
not have horns and a tail. He seems to have
forgiven me for some of the colorful, albeit
catchy titles that I used in describing the
Digital River acquisitions of in a series of
articles a number of months ago.
SIC OVERVIEW - THURSDAY
Thursday morning started off perfectly
with functioning wireless in the Internet cafe
and a breakfast consisting of made to order
omelettes. Attendees began showing up for a
day chock full of educational sessions.
I had the good fortune of meeting Kostya Tanurkov
from RITLabs Canada http://www.ritlabs.ca
. I also ran into Jim Mayall from MicroVision
Development. Jim has just launched a very slick
photo management application, that allows users
to create photo albums on the fly. Jim's upsell
marketing is abolutely brilliant and something
shareware developers can learn from (more on
this in upcoming issues).
Digital River sponsored Thursday evening's
reception. Theresa Miller from Digital River
had prepared amazing sets representing the four
corners of the world. The photos will probably
not show the impressive size of the structures
built, which included an eiffel tower, pagoda
bridge, the golden gate.
The Digital River theme for the night was "Size
Does Matter" the main event was a center
ring attraction with sumo wrestling. Representatives
from each of the four corners adorned excessively
padded sumo outfits. The goal of the participants
was to use their size to push their competition
over or off of the sumo mats. Seeing various
attendees encased in the sumo outfits made for
a humorous evening. With the exception of the
final match I would consider it a grand success,
showing size does matter!
After the reception and excitement I took the
opportunity to chat with Brant Pallazza regarding
te new affiliate wrapper system that was announced
on RegNow. I've not yet had the opportunity
to try the wrapper but the channel potential
is significant and looks to be well worth the
effort. (more on this in future issues)
SIC OVERVIEW - FRIDAY
Friday morning gave way to bleery eyed attendees
eager for more. Delicious waffles with a variety
of toppings greeted attendees. Educational sessions
continued throughout the day touching on a wide
variety of subjects.
Throughout the conference hospitality suites
were open allowing attendees to interact on
a personal level with vendors.
The hosted hospitality suites included:
TUCOWS - http://www.tucows.com
- Tucows presented a very different and refreshing
image than in years past. I spent some time
talking with Greg Weir and Bob Gibson, they
have some really great stuff planned for developers.
Some of the items curently in development are
really exciting including their new pay per
click management model that they announced at
SIC. (more on this in future issues).
still traffic kings I spoke to Chris Phenner,
who presented a panel regarding metrics and
measuring results. Download.com's pay-per-download
model along with a variety other ad models are
still quite popular on Download.com.
eSellerate - http://www.esellerate.net
Never one to disappoint eSellerate again had
flavored coffees made to order in their hospitality
suite. eSellerate has carved out quite a niche
with their affiliate technology but like anything
there is always room for improvement. This year
eSellerate brought member of their development
team (sorry I forgot his name) to hear what
kinds of improvements would be most beneficial
to developers. Overall eSellerate seemed receptive
and I'm eager to see future enhancements to
their affiliate system.
ShareIt - http://www.shareit.com
ShareIt had extremely cool magnetized dart boards
in their suite and I regret not having had time
to talk to Elisa and Sandra more. Being that
ShareIt is a new DR acquisition the line between
the properties and the service distinctions
was somewhat blurred this year, for understandable
Digital River - Digital River's suite
was very cozy with comfortable couches and chairs.
All of the DR properties were consolidated in
the suite and the couches were a definite draw
as the afternoons wore on I found myself talking
at length with David Halls http://www.emetrix.com
and Michael Halls http://www.filekicker.com
. We discussed different ways to implement better
statistical tracking and general ideas related
to measuring sales, traffic and spending. I've
always enjoyed the Hall's family and SIC was
no exception (LOTS more on tracking in future
Friday night was exhibit night where vendors
show off their stuff to attendees. Massive food
displays and a colorfully adorned, internationally
decorated room greeted attendees. Beer was provided
free of charge by HC Topp Systems http://www.topsystems.com
Attendees collected stamps in their "shareware
passports" from each of the exhibit booths.
A completed passport meant your "'visa"
would be entered into a drawing for an iPod.
The ASP http://www.asp-shareware.org
gave away volumes of software. Microsoft provided
a beta version of Visual Studio .NET to each
attendee. CD Ship http://www.cd-ship.com
provided very humorous gag giveaways. Plimus
made an appearance along with Avanquest USA
presenting new names and services to attendees.
All in all the exhibits were well received
by all attendees. Having not completed the rounds
to all of the booths because I was too busy
socializing Jason Foodman from SwiftCD http://www.swiftcd.com
was kind enough to send me a very cool binder
after the conference!
Exhibit night was followed by a hosted desert
reception. The quiet atmosphere allowed developers
to network and talk in a quiet atmosphere.
SIC OVERVIEW - SATURDAY
The late nights and early mornings were beginning
to show on the faces of some attendees by Saturday
morning. Saturday's sessiosn continued by now
it was clear that Phil Schnyder from askSam
was hands down the most entertaining speaker,
full of funny anecdotes and helpful hints.
I escaped the hotel for a short lunch with
Suda Pethe http://www.centered.com
and Sue Pichotta http://www.icons-icons.com
. Suda is an old friend and while I've chatted
online with Sue I had not had the opportunity
to meet her in person until the conference.
The afternoon gave way to the gala event, the
Shareware Industry Awards Banquet. All I can
say is ....what a night.
The awards recognize the well deserving best
of the best. The list is long and included a
number of well known industry names including
one of my favorites Kathy Salisbury http://www.pharosgames.com
! What a great end to a terrific conference.
Next year's Shareware Industry Conference will
be held in Denver, Colorado I hope to see everyone
TOP 10 THINGS I LEARNED AT SIC
1.) Tracking, tracking and tracking.
In order to maximize return on investments and
knowing what is working is key.
2.) Business vs consumer products.
The sales cycle for a consumer product is very
different than that of a business product. When
evaluating marketing determine if your purchases
occur as a result of a need or an impulse. The
answer should influence your marketing decisions.
3.) Major changes are underway
for affiliate program tracking.
4.) Out of the box upselling
is a great source of additional revenue. Take
advantage of the fact that the customer has
their wallet out ;-)
5.) Relationship networking is
key to growing into a variety of marketing segments.
The best relationships are mutually beneficial.
Partnering and networking is hot, more and more
sites and developers are joining together to
provide a Value Ad. Determine what value you
have and reach out to network with others.
6.) Fresh content is king!
7.) Just like developers want
feedback on their software, vendors want feedback
on their services. Talk to your service providers,
you might be surprised that they will listen!
8.) Still very few developers
target specific audiences (or verticals) with
their software. This is still an untapped market.
9.) Search engine optimization
is critical to Internet success. If you don't
have time to babysit your listings at some point
you will need to consider hiring someone to
do it for you, or you won't be found.
10.) RSS should not be underestimated.
SIC PHOTO COLLECTIONS
Shareware Industry Conference Photos these
will be expanded as time allows so check back
in a few weeks -
SIAF 2004 Winners - http://www.sic.org/2004nominees.asp
SIAF People's Choice Winners - http://www.sic.org/peopleschoice.asp
SIAF LIFETIME ACHIEVEMENT AWARD
The Shareware Industry Award for Lifetime Achievement
is given to those individuals who have made
an outstanding contribution to shareware and
the shareware community during their lifetime.
Many factors are considered including the individuals
impact on the shareware industry as a whole.
Because of the nature of the award, it is not
bestowed every year, and it may be given posthumously.
Recipients of the award are selected by the
Shareware Industry Awards Foundation Board of
Paris Karahalios - created TRIUS,
Inc. along with his two partners, Dave Schultz
and David Leonard, in 1986. He created his first
product, As-Easy-As, in response to the Soviet
"Chernobyl" nuclear disaster. As part of the
team of nuclear experts called in to help, Paris
soon realized there was no spreadsheet that
could handle the data from the disaster. Even
the then popular spreadsheet Lotus was inadequate,
so Paris and his partners created As-Easy-As
to do the job.
Paris helped to break down barriers and had
one of the very first shareware products sold
around the world. Paris was an active member
in the early days of the ASP and often found
himself in charge of planning and executing
the ASP events at Fall Comdex. Paris is also
one of the co-founders of the Shareware Industry
As a member of the shareware community for
the past 18 years he has always been willing
to share his knowledge and experience with others.
And over those years Paris has helped countless
authors with his intuitive insights, helpful
nature, sound advice, and always with a touch
of humor. He takes pleasure in helping others
and he has helped many! As one of the true pioneers
of the shareware industry, the SIAF board of
directors is proud to award the Shareware Industry
Award for Lifetime Achievement to Paris Karahalios.
SIAF HALL OF FAME INDUCTEES
The Shareware Hall of Fame has been instituted
to honor those persons, companies, and products
that have had a profound effect on the shareware
industry. In order to be eligible, one must
meet the minimum requirement of having been
in the industry for at least five (5) years.
Everyone who participates in shareware marketing
owes these pioneers a debt of gratitude.
Shareware Hall of Fame 2004 Inductees:
Jean-Guy Ducreux - created WSKA
in 1991, a company that sought out good shareware
titles to publish or republish. With its headquarters
in Metz, France, the company also had offices
in Paris and Offenburg, Germany. Jean-Guy focused
his energies on the needs of the French and
German speaking markets, Ireland, the United
Kingdom, and Spain. He was an active member
of ASP board of directors and hosted the first
EuroSchmooze in Metz, France. Over the years
he has helped many software authors in their
efforts to penetrate foreign markets while always
being willing to give sage advice to anyone
who asked. In 2003 he created Dewqs' Tribes,
a new company that is focusing on producing
a range of software to fight SPAM. In view of
his many contributions to shareware and the
shareware community, the SIAF board of directors
is proud to induct Jean-Guy Ducreux into the
Shareware Hall of Fame!
CNET Networks began creating
Download.Com in early 1996. Over time it gradually
became one of most comprehensive download sites
on the Internet. The site now has millions of
visitors each day and provides a range of useful
information to the public. The site is a trusted
source of information for buyers and sellers
of "shareware" and presents the products of
thousands of software developers. With operations
in 12 countries, CNET also provides in-depth
reviews and ratings of a wide range of hardware
products from PDA's to notebooks. CNET has endeavored
to help educate the public on a variety of topics,
including shareware. In view of their contributions
to shareware and the shareware community, the
SIAF board of directors is proud to induct CNET
Networks into the Shareware Hall of Fame!
Chris Thornton - created Thornton
Software Solutions in 1991 and later changed
the company name to Thornsoft Development Inc.
Chris has been dealing in shareware ever since,
selling his award-winning product, ClipMate.
Chris has been an active member of the Association
of Shareware Professionals and was the Chairman
of the Board for several years. During this
time he worked hard to improve all areas within
the ASP. From a programming perspective he is
the originator of the "partial key verification"
technique, which adds lifespan to cracked registration
keys. Over the years he has helped many authors
with his time and sound advice. In view of his
contributions to shareware and the shareware
community, the SIAF board of directors is proud
to induct Chris Thornton into the Shareware
Hall of Fame!
For those unable to attend the following speakers
have made their handouts and presentations available:
Program Strategies - by Chris Phenner (PPT)
Program Strategies - by Sharon Housley (PPT)
Testing Programs - by Anatoly Ivasyuk
Testing Programs by Becky Lash (PDF)
on Pay-Per-Click Search Terms by Ben Weintraub
on Pay-Per Click Search Terms by Chris Williamson
on Pay-Per-Click Search Terms by Phil Schnyder
a Sales Team for a B2B Product by Phil Schnyder
Websites to Sell by Ben Weintraub (PPT)
Websties to Sell by Patrick Lambrecht (PPT)
for Wireless/Handheld by Chris Williamson
Contract Negotiations by Michael Green (PDF)
Hosting & Tracking Downloads by Greg
Hosting & Tracking Downloads by Michael
Business Through Relationsip Networking
by Brant Palazza (PPT)
Business Through Relationship Networking
by Phil Schnyder (PPT)
Money through Tech Support by Phil Schnyder
Money through Tech Support by Simon Carter
Boot Camp by Paul Mayer (PPT)
Boot Camp by Tom Warfield (HTML)
Tech Support by Paul Mayer
Your Ecommerce by Chris Phenner
Per Clicke Strategies by Ben Weintraub
Your Product by Jim Mayall (PPT)
Development Cycles - by Chris Thornton (PPT)
Incentives by David Halls (PPT)
Incentives by Phil Schnyder (PPT)
Releases that Work by Wayne Cunningham (PPT)
Engine Strategies by Ben Weintraub (PPT)
Engine Strategies by Chris Williamson (DOC)
& Licensing Source Code by Michael Green
Marketing Techniques by Phil Schnyder (PPT)
Protection Methods by Chris Thornton (PPT)
Protection Methods by Doug Durham (PPT)
do Some Software Companies Fail? by Marshall
Worms, Spam and Other Distractions by Doug
If you are interested in promoting the Shareware
Industry Conference for 2005 banners have been
posted at http://www.sic.org/advert.asp
The conference will be held July 15-17, 2005
at the Hyatt Regency Tech Center in Denver,
ANNOUNCEMENTS AT SIC
Tucows introduced a brand new tool and new ways
to promote software in the Tucows software library.
The new tool, includes the ability to relate
CPC and other promotions directly to downloads
to help give a clear picture of ROI. Additionally,
Tucows announced fully managed accounts. The
Your Promotionstool allows software publishers
and promoters to display information on current
and past Tucows promotions. Publishers can now
see, at-a-glance, how successful promotions
have been over time.
Along with the above, Tucows expanded the number
of cost-per-click promotions. Those in the software
industry can now bid on a wide variety of placements
in Tucows. Bid for placement on Tucows' home
pages, keywords, category placement and other
promotional opportunities. When bidding, software
publishers and promoters can select the number
of clicks that they would like to receive on
a given promotion. This greatly improves budget
management. Tucows understands that managing
cost-per-click promotions can take time and
a watchful eye to ensure the best results. With
this in mind, Tucows offers full account management.
Tucows will work with each publisher or promoter
one-on-one to determine what their needs are,
Tucows will then optimize the promotions to
ensure the best possible result. To sign up
for an account and to learn more about what
Tucows has to offer, please visit http://author.tucows.com.
Software Marketing Forums - Software
Marketing Resource is just launched a new software
marketing forum for software developers and
publishers. There are a number of different
sections available for software developers to
post in: Marketing Software, Affiliate Marketing,
Search Engines, Developer Discussions, Software
Conferences & Newsletters, Download Sites, New
Software Blogs, Forums & Relationships and Articles
Available for Publication.
SureThing Photo - MicroVision
Development announced SureThing Photo. SureThing
Photo is the new way to find, fix, share and
preserve all of your digital photos and images.
It's fast, fun and FREE! I actually had the
opportunity to play with this and it is a very
cool piece of software ! http://www.surething.com
NewStream Solutions - Announced
automated, integrated and dedication solutions
for software assembly, packaging, fulfillment
and call center. More info - http://www.newstreamsolutions.com
Emetrix - Emetrix no longer charge
a setup fee for developers to obtain a ATM card.
.The payment card has become very popular as
an inexpensive and simple means of receiving
payment. You can have a personal account with
access to your funds via cash ATM machines worldwide!
Have your commission funds deposited every month
in an easily accessible cash account. You can
find more information on the Emetrix ATM Payment
card at: http://www.emetrix.com/card
Alpha ZIP - Announced Alpha ZIP
is a new zip file utility, offereing a range
of new features and unique level of integration
with Windows. The product was developed as a
joint venture between Whirling Dervises Software
& Neobyte Solutions. http://www.alphazip.com
A1 Downloads - A new affiliate
file hosting service. This service is a division
of Rose City Software http://www.a1downloads.com
RegNow - RegNow announced a new
affiliate program affiliates an now simply link
to the RegNow system for on-the-fly downloads
and custom builds. Each download request dynamically
inserts the affiliate ID into the buy URL. This
solution easily scales, because RegNow hosts
the file and all affiliates use the same file.
All you have to do is update one file. This
eliminates the need for affiliates to re-download
your file in the event of an upgrade or patch.
Login or create a RegNow account to learn more.
And of course a huge round of thank you's is
in order for all of those who coordinated this
event, but a very special thanks should go out
Dan & Karen Veaner who were the conference
Mike Callahan who is the board chair and deals
with all of the headaches http://www.drff.com
. Thank you Mike.
And finally a big thank you to all of the sponsors
who made the event possible.
Software Marketing Resource - http://www.softwaremarketingresource.com
NotePage, Inc. - http://www.notepage.net
Monitoring Software - http://www.monitoring-software.net
Small Business Software - http://www.small-business-software.net