Research on Single Sign-On Software Marketing Strategies--An Example of Suny Company

摘要

The Single Sign-On software market is growing in the police , NHS and, to a lesser extent, local council market now. Less evidence of strong take up in private sector outside of financial services. Two powerful competitors marketing hard in public sector and stealing market share. Suny's products appear to be around same level as competition and winning some work. But most contracts not publicly advertised and go to trusted suppliers and/or those on central approved lists. Suny needs to put serious resources now into strong direct marketing campaign to win market share. Longer term, Suny needs to be better positioned in the market. They should secure more reseller relations. Should also develop products in the related but wider identity management access field to secure more value. Big prize of police national smart card frameworks about to be published. Suny should position itself for this prize.