软件商业Software business（2）

3. 软件定价 (Software pricing):
  
定价初始于客户对我们软件价值的认可。
Pricing starts by driving the customer perceived value of our Software.
确保客户了解我们解决方案中的高附加值和独一无二的组成部分。这些是我们价格的核心。并且有理由影响客户对我们出价的评估。
Influence how the customer evaluates the offer and its price. This means make sure that the customer knows the highest value add and unique components of our solution – and price these accordingly.
在我们的方案中，要将软件的范围最小化。不要包括对于那些客户认为毫无价值软件。并且要确保软件维护的费用在每一个软件的价格内，最后要附上可能的折扣。
Do not include items, in which the customer does not see any value. Include only a minimum Software scope in the entry and up-sell later. Ensure that Software Maintenance is included in every offer and discounted last.
在软件定价模型中，包括定价参数和单位价格。
The Software pricing model consists of pricing parameters and unit price.

1）内部参考价格（Internal Reference Price， IRP ）：
内部参考价格：定义了计划软件收益的增长。对于所有的软件--基础软件，应用软件和软件发布升级--IRP定义了推荐的价格参数，例如价格结构，内部价格水平参考，单位价格等。
The Internal Reference Price IRP is designed to enable Software revenue growth. For every Software – Basic Software, Application Software and Software Release Upgrade – the IRP defines the recommended pricing parameter, i.e. pricing structure, and internal price level reference, i.e. unit price.
对于软件来说，每一个功能都有单独区分的内部参考价格，用于软件追加销售的部分。
Each feature has a separate IRP price, thus enabling individual up-sell of Software items.

2）客户用品价目单（Customer List Price，CLP）：
客户用品价目单（CLP）是由于内部参考价格衍生出来的折扣或者是涨价。
The Customer List Price CLP is derived from the IRP using discount or mark-up.
客户用品价目单，是通常框架合同和购货合同的价格参考。但是在CLP中并不包括正常的产品价格下降，数量（总额）折扣或者一次性折扣。
The Customer List Price is valid as general price guidance for the preparation of frame contracts and negotiation of purchase contracts. It doesn’t include price erosion, volume discounts or one-off discounts.

3) 客户单价(Customer Unit Price CUP ):
客户单价，是根据CLP定义出来的客户专属价格，其中包括了总额折扣，可能的产品价格下降，但是不包括一次性折扣。
The Customer Unit Price CUP is the customer-specific price derived from the Customer List Price. It is valid for purchases for a defined scenario and time period including volume discounts and possible price erosion in some cases. However, it does not include one-off discounts.
客户单价是软件维护合同定价的基础。
The Customer Unit Price is the basis for Software Maintenance customer price definition.

4) 客户净价(Customer Net Price CNP):
客户净价CNP是从客户单价中衍生出来。其中包括了一次性的折扣，和一些有限的指定替代合同。
The Customer Net Price CNP is derived from the Customer Unit Price. It includes all conceded one-off discounts and is limited to the dedicated contract.

5）折扣（Discount）：
尽量用一次性折扣或者捆绑折扣，而不是用单价折扣。
Use one-time, bundled discounts rather than overaggressive unit price discounts!
折扣的名目要采用一次性或者是折扣全数；并且不能将它们作为销售的百分比！要将折扣全数作为捆绑级别而不是个别项目级别的折扣。这样会避免将来的价格包含在这次的折扣中。
Name the discounts as one-time or entry Lump Sum Discount (LSD) and never show them as % of sales! Give the LSD at a bundled level (case total) rather than discounting individual items. This avoids that future price levels are included in that discount.
如果需要提供免费的项目，尽量选择硬件或者一次性的项目，避免对于软件项目的免费。这样不会影响将来的追加销售和循环销售。
If certain items need to be given free-of-charge, choose hardware or one-
time items. Avoid free-of-charge Software items as this obstructs future up-sell and recurring Software sales.
如果是替换竞争对手的设备则折扣只能用于初始替换阶段。
When replacing competitors’ equipment, use discount tied only to the initial swap.
单位价格的保护作为所有计划的关键的组成部分。
单位价格定义了将来业务最大的并且是不可逆转的可能性，而且可能影响其它的商业业务。
Unit price protection is a key component in any plan as unit prices define the maximum future business potential and are irreversible. Unit prices can also leak between operators, affecting other business.
高明的定义单位价格，要基于市场价格水平并且用一次性的捆绑折扣而不是用单位价格本身的折扣。
Set unit prices smartly, based on market price levels and use one-time bundled discounts instead of unit price discounts.

6）替代定价模型（Alternative pricing models）：
替代增长模式重新定义了价格参数，例如：标准定价模型中用户，Mbits等。而价格参数也可以相应减少。例如标准定价可能基于Mbit/s 或者 transactions/s 而替代方案可能基于最终用户的数量等等。
The alternative growth model means redefining the pricing parameters, e.g. subs, cells or Mbits, of the  standard pricing model. The number of pricing parameters can be reduced too. For example, standard pricing could be based on Mbit/s and transactions/s and alternative pricing is based on the number of subscribers.

a）订阅 （subscription）：
客户通过年费的方式租用许可软件。
This means that customers "rent" the agreed Software scope based on a recurring annual fee.
因此，就需要用将来开拓高价值的特性和附加的模型来进行追加销售。一般最少要了解3年的客户需求。
Hereby, you should scope out future high value features and attach the model to boundary conditions to enable up-sell opportunities. Typically a minimum 3 year commitment is required from customers.
通常要确保这种方式在3-5年间在市场实际水平上同普通的定价方式相比是有竞争力的。
Verify that the total price over 3-5 years is comparable to the normal model and in line with market reality.
当订阅期结束，客户可能会签订另一个订阅合同，或者终止协议。
When the subscription ends, the customer either signs another subscription period or the licenses are terminated.

b）ABC（All- in, Buy-out or Capping） 的方式：
包含一切，意味着所以可预见的软件功能特性都包含在内。这种方式完全防止可能的追加销售
All-inclusive means that all Software features coming in the foreseeable future are included. This totally prevents or at least heavily limits up-sell.
全面购买意味着，客户一次性的提前支付所有的软件。包括所以的软件发布升级，软件维护和应用软件。
Buy-out means that customers make a one-time upfront payment, and get unlimited right-to-use for the agreed Software scope. Included may be also Software Release Upgrades, Software Maintenance and Application Software.
软件价格上限，意味着定义了所有软件的最大价格。
Software Price Capping means agreeing to a maximum total price for the defined Software scope.

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Notes: Software up-sell represents a major sales potential, covering both capacity expansions and new Application Software. The foundation is a systematic sales planning based on the Software installed base analysis, mapping customer pain points with Software priorities and monitoring continuously case progress and funnel conversion rate.

Notes: Consider the following aspects:
Use the market price and value driven pricing for Software, instead of Gross Margin based pricing.
Understand the value provided and the long term revenue potential.
Focus on Software and recurring revenue pricing.
Price Software higher at the expense of Hardware and one-off sales.
Ensure that Software Maintenance is included in every offer and discounted last.