Software companies are having to find innovative ways of hooking buyers during the tough times in their ongoing efforts to penetrate emerging markets. Consumer-facing companies are cutting costs to root out piracy, while enterprise-focused software developers want tomorrow’s engineers to play with – and learn – their software today.

Microsoft SA, for example, has shifted tactics to offer cheaper pricing for emerging markets, as well as offering pay-as-you-go services. Adobe is also cutting prices in emerging markets, especially in places where piracy is rife, and the company wants to get its software into schools.