Skip to main content's "No Software" Mantra: More Effective Than They Know

From its beginnings, has emphasized its online delivery model with its "No Software" positioning, even snagging 1-800-NO SOFTWARE as its toll-free line. While the application service provider (ASP) or software-as-a-service (SaaS) model in general has never lived up to its initial hype, among consumers or business users, has enjoyed impressive success with it.

While the company's success with sales and marketing users is hardly news at this point, I was surprised in doing some research recently at how successful the No Software campaign has been among another group: enterprise software developers. has apparently succeeded at making "software" a nasty word for many of these firms, almost like a racial slur or a misogynistic anachronism not to be uttered in polite company.

For example, Synopsys, a developer of electronic design automation software, doesn't produce software at all according to either its home page or products page: it makes design products and "platforms." Cerner, a medical software provider, doesn't claim to produce software either, but does display screen shots of its "solutions."

Here are several more examples of software vendors who don't offer (Heaven forbid!) "software," but do provide platforms, solutions, "applications," "services," "environments," "suites," "technologies," "architectures," "engines," "modules," "servers," "tools," or "systems:"

Telcordia (information-networking and operations software)
Hyperion (business intelligence/analytics software)
FileNet (enterprise content management software)
NAVTEQ (digital map data and software)
i2 Technologies (supply chain management software)
Jack Henry & Associates (banking software)
Kronos (time tracking and HR management software)
Per-Se Technologies (medical billing software)
Infor (ERP software)
Eclipsys (clinical software)
Open Text (content management software)
Internet Security Systems (network security software)
DICOM Group (document capture and workflow automation software)

I could go on, but you get the idea. By not only capturing the interest of prospects, but changing the terminology of an entire industry, has clearly done an outstanding job of branding.

About the only folks who haven't bought into the "No Software" message are industry journalists; all of the companies cited here (including appear on the list of the largest 500 software companies compiled by Software Magazine.


Terms:, no software, application service provider, CRM software, software 500 list, software-as-a-service (SaaS)

The portal for Web site marketing strategy:

Contact Tom Pick:

RSS feed


Popular posts from this blog

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…

Hello March!

It is finally March! What will be your marketing strategy for this new month?!

The Wonders of the Weekend

How are you enjoying your first weekend of march?! Are you spending time working on your marketing plans or are you taking some time for yourself & enjoying the company of your family & friends? If you are working over the weekend, take a read at some of our older blog posts and give us some feedback. We are always looking for ways to improve the content we push out to our loyal readers.