Academic journal article Journal of Accountancy

Computer Associates Becomes Instant Player in Consumer Software

Academic journal article Journal of Accountancy

Computer Associates Becomes Instant Player in Consumer Software

Article excerpt

In two lightning marketing moves, Computer Associates, long a major contender in business software, expanded its presence in the consumer market by offering two new products free. In the past few months it introduced Kiplinger's CA-Simply Money, a Windows-based consumer personal finance and check-writing package, and CA-Simply Tax, a tax-preparation program available for both Windows and DOS. Its prior consumer product is CA-Simply Accounting, an accounting and bookkeeping program.

What is unique about the move is that the software publisher skipped the traditional market-entry approach of introducing a product and placing it on sale. Instead, its strategy is to build an instant base for an "aftermarket." In the current software market, if a product is successful at all, it's the aftermarket--sales of upgrades and enhancements-and not the original product that generally produces the larger proportion of profits. It's estimated about a million people will have received the two programs by the time the free offers expire on April 15.

To place an order for Simply Tax, call (800) 7-FREE TAX or (800) 737-3382. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.