If they do everything you describe, 50%.

The devil is in the details.

You gave a very ambitious laundry list, and I told you what I was used to paying foreign distribs who fulfilled those kinds of lists. If you really expect them to create their own marketing materials, buy their own trade show booth and man it without your help, handle all support on their nickel without falling back on you, etc. then I stick to my 50%. I am sure that you can find someone who will agree to less, but then you have to be very very careful about how well they are doing all the things you describe.

Remember, in the customers' eyes, that distributor is YOU.

One way you can shave points (sometimes) is to grant a bigger area. E.g., if I'm in the UK and you give me only England, I want 50%. But if you promise me (in writing) exclusivity to also include France, Germany, and Benelux, I'll do 40%. Of course, from your perspective, you'd better be damn sure that I'm the right guy if you're going to give me that much territory.

Their biggest costs will be, of course, marketing and sales. Having a digital product is nigh-on irrelevant. (However, you do need to create controls that are both loose enough to let them do their job, and tight enough to prevent piracy. This can be tough.)

Generally speaking, renewals earn the same commission, but there's a real split in the industry as to when they are paid. I'd do everything possible to set it up so that commissions are paid when you're paid, not when the contract is signed. They will fight this, of course.

As you said (or alluded), 50% of something is better than 70% of nothing. I think you -- and a zillion other startup CEOs out there -- need to learn to get over the grief of writing commission checks. :-)