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Anti-Piracy

Angela Morrow Anti-Piracy Marketing Manager Allen Nieman Technical Product Manager Microsoft Corporation. Anti-Piracy. How does piracy hurt your customer?. Higher total cost of ownership Lack of technical support Software incompatibilities Poor quality software Damage to reputation

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Anti-Piracy

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  1. Angela MorrowAnti-Piracy Marketing ManagerAllen NiemanTechnical Product ManagerMicrosoft Corporation Anti-Piracy

  2. How does piracy hurt your customer? Higher total cost of ownership • Lack of technical support • Software incompatibilities • Poor quality software • Damage to reputation • Exposure to liability risk

  3. What is Microsoft Doing? • Enterprise • Small/Medium Business • Improved Technology

  4. Enterprise Customers

  5. Direct Contact • Engage the customer • Face to face • Email/letter/calls • Possible AP involvement • Self Audit/License Analysis

  6. ACE Review Program • When internal discussions/reviews aren’t working • Friendly “audits” • Independent auditors • Full review/Mini-review

  7. Small/Medium Customers

  8. BSA Truce FY01 Results • Truce market growth 200% greater than control markets • Touched 1.8 million business decision makers • Drove $39 million in incremental revenue in 1st 3 quarters

  9. BSA Truce – FY02 Q1 Campaign Timing: July 1-31, 2001 Markets: New York, Portland, Atlanta, Kansas City, and Oklahoma City (~800k) Q2 Campaign Timing: October 1-31, 2001 Markets: Cities TBD (~800k)

  10. BSA Truce • BSA Activities • Radio, 2 waves of Direct Mail, PR • BSA End User Settlements • Microsoft Support • Direct Mail, Opt-in Audio and Video Email, Banner Advertising • Key Influencer Engagement: BBB, SBA, Mayoral Proclamations • Channel Participation

  11. Channel Readiness Kit • Available mid July • Resources • Marketing Templates to Customize • BSA Truce Letter • SAM Guide CD • Product Activation Instructions • CD w/templates • And more…

  12. BSA Truce - Channel • Channel Engagement • Direct Mail Template • Email Templates • Talking Points • PowerPoint Presentation • Suggestions for Tools/Resources/Support?

  13. Vertical Campaign Q1 Accounting Timing: Q4 Microsoft DM Mailed mid-June Target: National ~250k Hi-Tech Timing: Q4 Microsoft DM to Mail mid-June Target: National ~600k

  14. Software Asset Management Guide • Write SAM policies and procedures for your customer regarding acquisition and storage of software • Communicate the policy clearly to your customer’s employees who purchase, manage, or use software • Better yet, help your VARs be the software asset manager for their customers microsoft.com/piracy/samguide/

  15. Microsoft Software Inventory Analyzer Available NOW! microsoft.com/piracy/msia

  16. Microsoft Resources • microsoft.com/piracy/ • Piracy Basics • MSIA Tool • SAM guide • How to Tell • Product Activation • News microsoft.com/partner/licensing/antipiracy

  17. Report Piracy • (800) RU LEGIT or (800) 785-3448 • piracy@microsoft.com • Business Desk • Email piracy@microsoft.com • Write “Business Desk” in the subject line • Bid must exceed $20K

  18. Anti-Piracyand Licensing Technology Allen Nieman Technical Product Manager Licensing Technologies

  19. Agenda • Licensing technology overview • Microsoft Product Activation for Windows XP • Demo • Customer segment details

  20. Mission To reduce intellectual property abuses • Outright Piracy • Corporate over-installation and under-purchase By aggressively enforcing licensing terms • Software-based technologies • Separation of media from license

  21. Key points • Piracy is an industry-wide problem • Casual copying is significant • Activation targets casual copying • Also targets cloning • Product Activation is not new • Pilot in 7 countries with Office 2000 • WW with Office XP and Visio 2002 • Activation strikes a balance

  22. Key points • Microsoft absolutely, 100% respects the end user’s privacy • Significant improvement over previous companies’ AP Efforts • No dongles, diskettes required • Anonymous • Natural part of product setup • Quick & Easy via Internet – 4 clicks! • Little impact on volume licensing customers • VL licenses do not require activation • VLKs are now required though

  23. Product Activation for Windows • Cross-Microsoft technology • Can activate during or after setup • Can skip activation for 30 days • Reminder at each logon after setup • Reminder periodically when logged in • If not activated after 30 days • Nagging reminder every 15 minutes • If logged out, must activate after logging back in • Activation is completely anonymous • Retail product allows activation on one PC • Unlimited reinstalls on the same PC

  24. Processes Installation ID 114236-445649-527... • User Selects Method: • Internet • Telephone • Installation ID (PID + HW Hash) created and sent (50 digits): • 114236-445649-527565-495949-094832-394857-142943-298474-76 Verifies business rules User prompted to activate, 30 day grace period, then required to activate Returns Confirmation (42 digits): 123874-567318-524495-847384-394839-948392-938293 Confirmation Received (42 digits): 123874-567318-524495-847384-394839-948392-938293 Content activated, License Certificate updated How Does PA Work for End Users? User/Client Device Clearinghouse Unlock Install, User enters use product key: GKW9D-8G6XY-6WC3Q-QHV2J-G8DKL License Certificate and Product ID (ex 98765-123-7654321-12345) generated

  25. Demo – Windows XP Activation

  26. User experience • Ease of use and clarity of purpose are required to obtain user acceptance • Ease of use • Straightforward and easily navigable UI • Short and simple activation process • Clarity of purpose • Required information clearly identified • EULA and box notification • In any DRM, user acceptance is key

  27. Protecting user privacy • Protecting user privacy is a design goal • Activation is NOT registration • Activation: • Required for continued use of the product • Completely anonymous • No personally identifiable information required • Registration: • NOT required for continued product use • For receiving customized benefits • By definition requires personal information

  28. Channel details Retail FPP • Activation required • Install on one PC allowed • EULA unlikely to change from Windows 2000 or ME in this area • Cannot be used for volume license bulk deployment • Packaging Changes • Box notification • EULA

  29. Volume Licensing Customers • Can no longer use Retail FPP CDs • Volume License Product Keys (VLKs) will not work with Retail FPP CDs • Multiple Installs cannot be completed • Select CDs or WWF CDs must be used • Select CDs not “pre-pid’d” • VLK is required and can be automated • Volume licenses do NOT require activation

  30. Open License customers • New purchasers obtain VLK from eOpen license confirmation • Existing Open license customers with active Windows Upgrade Advantage will be sent letters • Letters to be sent around RTM • Will contain instructions on how to get VLK for use with WWF CDs

  31. Select, EA, Campus and School Agreements • New customers get VLK on their acceptance letter • Existing customers get VLK by calling Microsoft • Letter will be sent notifying customers of the VLK requirement

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