软件商业Software business

1. 软件组成部分（Software components）:
The Software business consists of three key components that are sold separately:
软件包括3个关键的组成部分。

1）软件许可：提供使用软件的许可。
Software License gives the right to use Software.
软件许可的类别包括平台软件许可，基础软件许可，应用软件许可。
All Software categories – Platform Software, Basic Software and Application Software – are sold as Software Licenses.

2）软件维护：包括软件在技术和运营上的支持，解决技术问题和提供软件升级。
Software Maintenance handles technical and operational customer queries, resolves customer reported technical problems and provides Software Updates to the customer.

3）软件的发布和升级：新版本的升级。
Software Release Upgrade means a new version of a Software.
确保客户在技术和标准上更加有竞争力，已能够提供并适合不断增长的市场能力和客户服务。
It ensures that the customer stays competitive by incorporating the latest development in technology and standardization. It forms a basis for sustainable growth of capacity and end user services.

2. 软件销售模型（Software Sales Model）：
软件销售分成三个阶段。初始，扩展，维护。其目的是随着时间的收益的最大化。
The phases of the Software Sales Model are Enter, Expand and Maintain. The goal is to maximize the revenue over time. To achieve this goal we have to focus on growing recurring revenues.

1）初始阶段（Enter phase)：
销售初始依赖于有竞争力的价格。确保了解客户真实的需求。“什么样的功能和容量是客户需要的？”
Keep the entry lean to ensure competitive pricing. Verify what the customer really needs at the beginning: Which functionality and how much capacity are required ?
在销售初始阶段就需要考虑软件的维护。软件的维护费用最终可能导致公司软件的收益流（revenue stream ）随着软件安装的增长。
Sell Software Maintenance together with the entry, because selling Software Maintenance later on takes a lot more sales effort. This approach enables a firm Software Maintenance revenue stream that grows along with installed Software base.
在销售的初期，还必须考虑可能循环和追加销售收益。
When selling the entry you must also consider recurring and up-sell revenue potential. They are the biggest components when looking at the whole lifecycle of a sales case.

2）扩展阶段（Expand phase）：
在扩展阶段，可以在有利可图（收益）的价格基础上提供容量的扩充升级和新的应用软件。
In Expand phase you sell capacity expansions and new Application Software in a captive market with profitable price levels.
值得注意的是在提供扩容升级和安装新的软件的过程中，需要考虑硬件和新的软件升级服务的影响。并且要在具体的合同中作为额外的销售体现。
Keep in mind the dependencies when selling more capacity or Application Software Licenses. There could be a hardware impact or need for Software Release Upgrade and additional services. They need to be taken into account as well, and could represent additional sales.
如果在新的扩容或者功能需求中包括新的功能，需要单独确定软件发布升级的价值。
If capacity expansion or new functionality requires a new release, make sure to address the Software Release Upgrade value proposition separately.
为了确保新的销售和机会，我们需要对于不同的客户定义不同软件的需求优先级和容量的分类。
In order to make it easier for you to identify new sales opportunities, there are different Software priority lists and capability catalogues.

3）维护阶段(Maintain phase )：
维护阶段，通过软件维护和软件发布升级的过程或者通过出售新的软件许可提供循环收益的增长。
Maintain phase which provides growing recurring revenue.
The Maintain phase provides recurring revenue through Software Release Upgrades and Software Maintenance for the sold Software Licenses.

3. 软件销售合同方面(Software contract aspect)：
Software business contracts are structured differently.
软件合同在结构上可能有不同，但是主要包括：

1) 供应合同包括软件许可和软件发布升级。
The Supply contract covers Software Licenses and Software Release Upgrades.

2) 售后合同，应该包括软件许可项目的供应合同，和软件维护合同，特别销售新的软件时维护费用的计算。
The Care contract, defining e.g. the support available for the licensed Software items, covers Software Maintenance.
软件维护费用的计算在售后合同中应单独计算。每一个销售新的软件都应该重新计算其额外的维护合同。
The calculation of the Software Maintenance fee is independent of the pricing of other services in the Care contract. This is vital to assure that the Software Maintenance fee is affected each time additional Software is sold.
我们还要考虑并且在维护合同中定义售后保修或者保证条款。
We also need to define that it is not included in the scope of either the warranty clause or in the Software Maintenance service.

3）软件资产保护(Software asset protection)：
在软件商业模型中软件的资产的保护主要包含许可证密钥，软件监控或者是软件资产审计。
Software asset protection via License Keys, Software monitoring or Software asset audit is a key element of the Software business model.