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The appliance model removes the need to create versions to run on Windows, Unix, Linux, or BSD, because it has its own built-in operating system, often (but not always) based on a Linux kernel. That arrangement eliminates hardware-software conflicts. If a problem does arise, usually the outsourced appliance manufacturer or an outsourced technical group can take over the unit via the Internet and get it running properly. If the problem is mechanical, you can even ship a new, working appliance to take the place of the old one, solving the problem as quickly as the delivery method will allow, while saving you the trouble of sending a support team to the customer's location.

Easy set up also makes for more successful trial programs. You can ship the appliance to the customer, and they can put it in place to get a trial under way immediately rather than having to carve out hours to configure demo software. As an added benefit, once it's in the rack customers historically have been far more likely to purchase the product than they are a software-only demo.

Updates become easier too. In the traditional model, and especially in these security-conscious times, it's usually up to the customer to download and install any product upgrades. (See Upgrade Tuesday, subsection you-know-who.) That's taking an awful big chance. Because while you may have diligently fixed any bugs or improved on product performance, the ultimate application of those upgrades is still in the hands of someone over whom you have no control.

In the appliance model, you can push upgrades out directly to the appliance itself with no intervention from the customer. As a result, they're always running the latest, greatest, most secure version, and they don't have to tie up any resources to do it.

Once the appliance is in place, it eliminates much of the need for training since many of the operations happen automatically. You'll still need to support higher-level functionality, such as dashboard set up or data presentation. But you can eliminate the entire step of "here's how it operates."

When you lay out these technical advantages, you gain another one. Being able to deliver an appliance helps shorten the sales cycle because there just aren't as many obstacles to making the purchase.

A Universal Solution - Almost
Those are all the reasons you may want to deliver your software as an appliance. Yet, while the appliance model is a good one for nearly any type of software, there are a few exceptions, as usual.

Perhaps the most important reason not to go the appliance route is if the price point of the software won't support it. Bundling the software with its own hardware does add to the cost. If your software would normally sell for less than $100, it's probably not worth going the appliance route unless there's a huge marketplace expectation for it - and the customers are willing to pay for the convenience.

Likewise, if your software is designed for the individual consumer or the SOHO market, an appliance model may not fit. While there are some adventurous souls who have extensive home networks, or who have converted a linen closet into a wiring closet, they are definitely the minority. A rack-mounted appliance that requires a more sophisticated network just doesn't make sense in an environment where the "network" consists of a wireless router the business owner picked up at the local consumer electronics chain. Then he or she had to spend two hours on the phone with Dave the Late Night Customer Service Guy to figure out how to get it to work.

It's also important to know your customers. If all the conditions are right but the industries you're targeting for sales are appliance-averse, don't try to force it in. Educate them, inform them, and look to the future. Maybe they'll have their own "Aha!" moment someday. But make sure you do what's right to get the sale today so there is a tomorrow to work toward.

Is Your Refrigerator Running?
As a software delivery method, appliances offer many advantages over traditional CDs and ESD downloads. They are also effective marketing tools, often allowing you to differentiate your offering and build brand recognition in a very unique and visible way.

Don't wait until an apple drops on your head to have your moment of revelation. Take the initiative, run the numbers, check out the market, and discover whether your next (or first) version would be better delivered as an appliance. It just might keep you in energy drinks for a long time to come.

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