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Desktop publishing software

In an industry dominated by giants such as Adobe and Microsoft, Serif's longevity and continued independence could probably be considered an achievement in itself.

Founded in Nottingham by a small team of engineers in 1987, Serif initially made its mark by launching the world's first sub-£100 desktop publishing package for Windows 3.0: a canny move that immediately introduced it to an extended user-base of enthusiasts on the verge of migrating to the soon-to-be-ubiquitious platform. And Serif

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made sure customers knew exactly where to get hold of its product.

"Serif was among the first to give its software away on a cover disc," says PC Pro contributing editor, Tom Arah. "As a small operator and developer of software - each extra copy of which doesn't really cost Serif anything - it could afford to keep prices very low."

Of course, had the products not been particularly good, those early adopters wouldn't have stuck around, but thanks to a combination of solid software and a good eye for a marketing trick, Serif has managed to continue carving a niche for itself in a highly competitive market.

"Serif was quick to spot that it could give its software away, or rather older versions of its software, to a global audience via the internet," adds Arah. "Because of that, it can then make money from upgrades." No mean feat given the company it's keeping.

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