- Set Up: Program installs / uninstalls quickly, easily, and without mis-leading the customer
- Security: Program keeps private data encrypted, and restricts unauthorized access to itself
- Efficiency: Program is small and doesn't hog memory or the processor
- Appearance: Program is Flashy, Smooth, and Fancy
- Functionallity: Program is User Friendly and Easy to learn
- Speed: Program starts promptly and is always responsive
- Disclosure: Program keeps user fully aware of what it is doing
- Discreetness: Program is unobtrusive, not-nagging
- Documentation: Program has ample help, easy to read and understand
- Compatibility: Program works with all your existing software, uses established standards
- Accessibility: Program is written adequately to work with the disabled
- Global: Program is compatible with a variety of languages and cultures
- Open Source: The program's source code is publicly available
- Portability: The program works well on mobile devices
- Trans-platform: The program works across multiple operating systems
- Innovation: The program is new, exciting, different
- Pricing: The program is affordable or free