The software market appears poised for a stirring reinvention. Worldwide spending on infrastructure and application software alone is projected to hit $260 billion by 2012. Add to that the costs associated with software consulting and support and services, and total worldwide spending grows to more than $600 billion.

Beyond the numbers, this resurgence can be traced to the shift from traditional packaged, shrink-wrapped software to an innovative open computing environment. Concepts like service oriented architectures, open source computing, virtualization, cloud computing and emerging technologies such as Web 2.0 and Software as a Service have redefined the model of how software is bought and managed.

These emerging technologies have brought about a new generation of software companies eager to carve out their niche in the overall software market. In addition, an increased rate of industry consolidation has brought about a new genre of software industry leaders with a broader set of capabilities.

Which companies will emerge at the forefront of the reinvention remains to be seen. To succeed globally, contenders need to speak not only to their products’ differentiators but also communicate their role in transforming the very idea of software computing.

Text 100’s Software sector team is comprised of PR practitioners with a deep bench of industry experience in key areas, including CRM, security, business intelligence, data management, systems management, integration, middleware and more. Our innovative approach and knowledge of the industry has helped our clients, both large and small, establish and build their credibility with traditional and social media, key analyst organizations and industry-leading influencers and luminaries.