I am preparing to sell software products to a global market. Customers will be companies of a technical or engineering nature. Cost of a license will be in the USD $500-$2000 range.
Which currency or currencies should I quote my price? Right now I plan to use USD but my accounts and expenses are in GBP so GBP would make sense too. A third option might be EUR - I'm seeing a lot of similar software priced in EUR.
I am not overly concerned about exchange rate losses or risks. More interesting to me is the perception to the customer. I know that if, for example, I was buying software whose price was quoted in, e.g. HKD, rightly or wrongly I might doubt that company's integrity. EUR and USD are, or at least should be, stable and reliable currencies. Does a GBP quoted price suggest a respectable vendor? USDEUR volatility tends to be greater than that of the GBPUSD and GBPEUR pairs so GBP might be a useful middle ground from that perspective.
Take a Japanese customer... does it really matter to him whether my products are priced GBP or USD? Ditto someone in Germany? If I had to guess, USD-native customers might be 25-35% of my market.
So USD, GBP, EUR or multiple? Many thanks.