The Future of Software Companies: Balancing Price and Marketing for User Acquisition

In an increasingly competitive digital landscape, user acquisition has become a top priority for software companies worldwide. As more players enter the market, particularly in SaaS (Software as a Service), gaming, and productivity tools, the ability to attract, convert, and retain users has become a defining factor for success. Moving forward, two critical priorities will dominate user acquisition strategies: price competitiveness and innovative marketing approaches.

---

Price as a Key Differentiator

In an era where software solutions are often available at similar levels of functionality, pricing has become a decisive factor for users. Price-sensitive markets, meaning South East Asian markets increasingly determine purchasing decisions based on value for money. Software companies must adapt by offering tiered pricing models, pay-as-you-go options, and freemium plans that allow users to experience core features before committing to paid versions.

Our client for instance offers a software that helps calculate complex pricing on manufacturing and lowered from a subscription of SGD2,000 per year to SGD200 per year. The results? An astounding 1000% growth in users within a year.

Think about your company and consider if you have the courage to lower your prices for the mass market !  :)

---

Marketing as a Growth Engine

While price is critical, no acquisition strategy can succeed without effective marketing. Future software companies will need to prioritize highly targeted, data-driven campaigns that engage users at multiple touchpoints. Content marketing, search engine optimization (SEO), and social media advertising will continue to lead acquisition efforts, but the key lies in personalization.

Let us summarise the following marketing channels that work best. Social media including Instagram and Facebook work well. While in Vietnam, Zalo is a widely used platform.

For contacting clients forget email! Get your staff to standby on WhatsApp and reply to the market on WhatsApp as consumers are increasingly wanting an instant response time.

The future of user acquisition for software companies lies in striking the perfect balance between affordability and effective marketing. Companies that prioritize accessible pricing models while deploying data-driven, user-centric marketing strategies will stand out in an overcrowded market.

---

About Us

Curt & Co Pte Ltd is a consulting company started amongst a group of business owners who were looking for a consulting company themselves for advice !

 Our offices and our focus markets are in Philippines, Indonesia, Singapore, Vietnam and Malaysia. With clients ranging from 1 man operating SMEs to listed companies, we are proud to have helped our clients across different industries gain market entry into the South East Asian region.

Contact us at marcus@curtconsult.com if you want to talk!