Analysis of the acceptance of rental based software licence models by home users

Diese Studie untersucht, inwieweit der Kauf von Software durch eine Miete abgelöst werden könnte, und zeigt am Beispiel einer Bildbearbeitungssoftware, wie ein solcher Ansatz gestaltet werden müsste.
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EXECUTIVE SUMMARY
1. APPLICATION SERVICE PROVIDING
1.1 What is Application Service Providing?
1.2 Benefits of ASP based solutions
1.3 Disadvantages of the ASP model
1.4 Today’s Application Service Providing market
2. APPLICATION SERVICE PROVIDING MARKET RESEARCH FOR
IMAGING SOFTWARE FOR HOME USERS
2.1 Reasons and methods for market research
2.1.1 Definition of market research
2.1.2 Definition of the marketing problem
2.2 Secondary versus primary research
2.3 Alternative ways of data survey for primary research
2.3.1 Observation
2.3.2 Focus groups
2.3.3 Interview
2.3.4 Experimental research
2.3.5 Suitability for this case study
2.4 Objectives for a web survey for ASP use of imaging software
2.5 Introduction of the survey methodology and the contents
2.5.1 Simplicity
2.5.2 Standardization
2.5.3 Types of questions
2.5.4 Structure and succession
2.5.5 Pre-test
2.5.6 Flow chart information retrieval

3. ANALYSIS OF THE RESULTS OF THE WEB SURVEY FOR IMAGING
SOFTWARE ASP
3.1 General results of the survey
3.2 Home users internet access and their behaviour of software use
3.3 Home user interest in imaging software
3.4 Home users interest in the ASP use of imaging software
3.5 Further information from the survey
4. CONCLUSION OF THE MARKET RESEARCH OF ASP USE FOR IMAGING
SOFTWARE

APPENDICES

Appendix 1: Survey Questions

Appendix 2: Survey Results

Appendix 3: Survey Platform

BIBLIOGRAPHY

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Abbildung 1.1: ASP categories (aspnews.com, 2004)
Abbildung 1.2: Pattern of end users outsourcing ASP services (Susarla et al, 2001)
Abbildung 2.1: Closed Question Techniques – (Kotler and Bliemel, 2001)
Abbildung 2.2: Flow chart for information retrieval (Weis and Steinmetz, 1995)
Abbildung 3.1: Gender: Percentage of female and male survey participants answering
Abbildung 3.2: Age: Percentage age groups for survey participants answering
Abbildung 3.3: Occupation: Percentages for occupation of survey participants answering
Abbildung 3.4: Behaviour: Hours per week surfing the web for home user
Abbildung 3.5: Behaviour: The way how home user access the Internet
Abbildung 3.6: Behaviour: Attractiveness of information channels for new software applications
Abbildung 3.7: Behaviour: Software Applications bought within the last 24 month
Abbildung 3.8: Behaviour: Do you buy updates of your software applications?
Abbildung 3.9: Interest: 95 % of all answers are for still using or interest in purchasing an image editing software
Abbildung 3.10: Paid prices: Percentage of shares for different price level the participants were willing to accept or have accepted for image editing software
Abbildung 3.11: Acquisition: How were the image editing software solutions acquired?
Abbildung 3.12: Time spent per week: How many hours are spend by using image editing software?
Abbildung 3.13: Private use: Number of counts and percentage of time for private use
Abbildung 3.14: Knowledge: Results concerning the question for the knowledge about image editing software
Abbildung 3.15: ASP: Results of the question if user will rent a software application
Abbildung 3.16: ASP: Results of the question for the acceptance of different billing models for the service
Abbildung 3.17: ASP: Results of the question for the acceptance of different billing methods for the service
Abbildung 3.18: ASP: Question for the acceptance of the applications online use without any local installation on the PC
Abbildung 3.19: ASP: Additional services for image editing software
Abbildung 3.20: ASP: Maximum of monthly costs users are willing to pay
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