Why do software developers choose to market their programs through the shareware channel?
Shareware is an efficient way to run a software business. Authors do not spend nearly as much money marketing, packaging, and advertising their products as do developers of software sold through traditional channels. Lower costs mean shareware authors can concentrate on writing great programs, while often charging users less. Shareware authors also retain complete control over their programs — a powerful incentive to programmers who have developed products from the beginning, and would rather see their fate determined by technical, rather than marketing, considerations. Shareware authors recognize that their programs have to be good. If they’re not, consumers simply won’t buy them. IBM and Microsoft are just two of the software companies that have recognized these benefits of the shareware channel, as both have distributed “try before you buy” versions of products within the last year.
