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Transcript of Angela Morrow Anti-Piracy Marketing Manager Allen Nieman Technical Product Manager Microsoft...
Angela MorrowAngela MorrowAnti-Piracy Marketing ManagerAnti-Piracy Marketing Manager
Allen NiemanAllen NiemanTechnical Product ManagerTechnical Product ManagerMicrosoft CorporationMicrosoft Corporation
Anti-PiracyAnti-Piracy
How does piracy hurt How does piracy hurt your customer?your customer?
Higher total cost of ownershipHigher total cost of ownership Lack of technical supportLack of technical support Software incompatibilitiesSoftware incompatibilities Poor quality softwarePoor quality software Damage to reputationDamage to reputation Exposure to liability riskExposure to liability risk
What is Microsoft What is Microsoft Doing?Doing?
EnterpriseEnterprise Small/Medium BusinessSmall/Medium Business Improved TechnologyImproved Technology
Enterprise Enterprise CustomersCustomers
Direct ContactDirect Contact
Engage the customerEngage the customer Face to faceFace to face Email/letter/callsEmail/letter/calls
Possible AP involvementPossible AP involvement Self Audit/License AnalysisSelf Audit/License Analysis
ACE Review ProgramACE Review Program
When internal discussions/reviews When internal discussions/reviews aren’t workingaren’t working
Friendly “audits”Friendly “audits” Independent auditorsIndependent auditors Full review/Mini-reviewFull review/Mini-review
Small/Medium Small/Medium CustomersCustomers
BSA Truce FY01 ResultsBSA Truce FY01 Results
Truce market growth 200% Truce market growth 200% greater than control marketsgreater than control markets
Touched 1.8 million business Touched 1.8 million business decision makersdecision makers
Drove $39 million in incremental Drove $39 million in incremental revenue in 1revenue in 1stst 3 quarters 3 quarters
BSA Truce – FY02BSA Truce – FY02
Q1 CampaignQ1 Campaign
Timing:Timing: July 1-31, 2001July 1-31, 2001
Markets:Markets: New York, Portland, New York, Portland, Atlanta, Kansas City, Atlanta, Kansas City,
and and Oklahoma City (~800k)Oklahoma City (~800k)
Q2 CampaignQ2 Campaign Timing: Timing: October 1-31, 2001October 1-31, 2001
Markets:Markets: Cities TBD (~800k)Cities TBD (~800k)
BSA Truce BSA Truce BSA ActivitiesBSA Activities
Radio, 2 waves of Direct Mail, PRRadio, 2 waves of Direct Mail, PR BSA End User SettlementsBSA End User Settlements
Microsoft SupportMicrosoft Support Direct Mail, Opt-in Audio and Video Direct Mail, Opt-in Audio and Video
Email, Banner AdvertisingEmail, Banner Advertising Key Influencer Engagement: BBB, Key Influencer Engagement: BBB,
SBA, Mayoral ProclamationsSBA, Mayoral Proclamations Channel ParticipationChannel Participation
Channel Readiness KitChannel Readiness Kit
Available mid JulyAvailable mid July ResourcesResources
Marketing Templates to CustomizeMarketing Templates to Customize BSA Truce LetterBSA Truce Letter SAM Guide CDSAM Guide CD Product Activation InstructionsProduct Activation Instructions CD w/templatesCD w/templates And more…And more…
BSA Truce - ChannelBSA Truce - Channel
Channel EngagementChannel Engagement Direct Mail TemplateDirect Mail Template Email TemplatesEmail Templates Talking PointsTalking Points PowerPoint PresentationPowerPoint Presentation Suggestions for Suggestions for
Tools/Resources/Support?Tools/Resources/Support?
Vertical Campaign Q1Vertical Campaign Q1AccountingAccountingTiming:Timing: Q4 Microsoft DM Mailed Q4 Microsoft DM Mailed
mid-Junemid-June
Target:Target: National ~250kNational ~250k
Hi-TechHi-TechTiming:Timing: Q4 Microsoft DM to Mail Q4 Microsoft DM to Mail
mid-June mid-June
Target:Target: National ~600kNational ~600k
Write SAM policies and procedures for Write SAM policies and procedures for your customer regarding acquisition your customer regarding acquisition and storage of softwareand storage of software
Communicate the policy clearly to your Communicate the policy clearly to your customer’s employees who purchase, customer’s employees who purchase, manage, or use softwaremanage, or use software
Better yet, help your VARs be the Better yet, help your VARs be the software asset manager for their software asset manager for their customerscustomers
microsoft.com/piracy/microsoft.com/piracy/samguidesamguide//
SSoftware oftware AAsset sset MManagementanagement Guide Guide
Microsoft Software Microsoft Software Inventory AnalyzerInventory Analyzer
Available NOW!Available NOW!
microsoft.com/piracy/microsoft.com/piracy/msiamsia
Microsoft ResourcesMicrosoft ResourcesMicrosoft ResourcesMicrosoft Resources microsoft.com/piracy/microsoft.com/piracy/
Piracy BasicsPiracy Basics MSIA ToolMSIA Tool SAM guideSAM guide How to TellHow to Tell Product ActivationProduct Activation NewsNews
microsoft.com/partner/licensing/microsoft.com/partner/licensing/antipiracyantipiracy
Report PiracyReport Piracy
(800) RU LEGIT or (800) RU LEGIT or
(800) 785-3448(800) 785-3448 [email protected]@microsoft.com Business Desk Business Desk
Email Email [email protected]@microsoft.com Write “Business Desk” in the subject Write “Business Desk” in the subject
lineline Bid must exceed $20KBid must exceed $20K
Anti-PiracyAnti-Piracyand Licensing Technologyand Licensing Technology
Allen NiemanAllen Nieman
Technical Product ManagerTechnical Product Manager
Licensing TechnologiesLicensing Technologies
AgendaAgenda
Licensing technology overviewLicensing technology overview Microsoft Product Activation for Microsoft Product Activation for
Windows XPWindows XP DemoDemo
Customer segment detailsCustomer segment details
MissionMissionTo reduce intellectual property To reduce intellectual property
abusesabuses Outright PiracyOutright Piracy Corporate over-installation and Corporate over-installation and
under-purchaseunder-purchase
By aggressively enforcing licensing By aggressively enforcing licensing termsterms Software-based technologiesSoftware-based technologies Separation of media from licenseSeparation of media from license
Key pointsKey points Piracy is an industry-wide Piracy is an industry-wide
problemproblem Casual copying is significantCasual copying is significant
Activation targets casual copyingActivation targets casual copying Also targets cloningAlso targets cloning
Product Activation is not newProduct Activation is not new Pilot in 7 countries with Office 2000Pilot in 7 countries with Office 2000 WW with Office XP and Visio 2002 WW with Office XP and Visio 2002
Activation strikes a balanceActivation strikes a balance
Key pointsKey points Microsoft absolutely, 100% respects Microsoft absolutely, 100% respects
the end user’s privacy the end user’s privacy Significant improvement over Significant improvement over
previous companies’ AP Effortsprevious companies’ AP Efforts No dongles, diskettes requiredNo dongles, diskettes required AnonymousAnonymous Natural part of product setupNatural part of product setup Quick & Easy via Internet – 4 clicks!Quick & Easy via Internet – 4 clicks!
Little impact on volume licensing Little impact on volume licensing customerscustomers VL licenses do not require activationVL licenses do not require activation VLKs are now required thoughVLKs are now required though
Product Activation for Product Activation for Windows Windows Cross-Microsoft technologyCross-Microsoft technology
Can activate during or after setupCan activate during or after setup Can skip activation for 30 daysCan skip activation for 30 days
Reminder at each logon after setupReminder at each logon after setup Reminder periodically when logged inReminder periodically when logged in If not activated after 30 daysIf not activated after 30 days
Nagging reminder every 15 minutesNagging reminder every 15 minutes If logged out, must activate after logging back in If logged out, must activate after logging back in
Activation is completely anonymousActivation is completely anonymous Retail product allows activation on one Retail product allows activation on one
PCPC Unlimited reinstalls on the same PCUnlimited reinstalls on the same PC
How Does PA Work for End How Does PA Work for End Users?Users?
Install, User enters use product key:
GKW9D-8G6XY-6WC3Q-QHV2J-G8DKL
License Certificate and Product ID (ex 98765-123-7654321-12345)
generated
User/Client Device Clearinghouse Unlock
Content activated, License Certificate
updated
Confirmation Received (42 digits):123874-567318-524495-847384-394839-948392-938293
Returns Confirmation(42 digits):123874-567318-524495-847384-394839-948392-938293
User prompted to activate,
30 day grace period, then required to
activate
User Selects Method:• Internet• Telephone
Installation ID (PID + HW Hash) created and sent (50 digits):
114236-445649-527565-495949-094832-394857-142943-298474-76
Processes Installation ID114236-445649-527...
Verifies business rules
Demo – Windows XP Demo – Windows XP ActivationActivation
User experienceUser experience
Ease of use and clarity of purpose are Ease of use and clarity of purpose are required to obtain user acceptancerequired to obtain user acceptance Ease of useEase of use
Straightforward and easily navigable UIStraightforward and easily navigable UI Short and simple activation processShort and simple activation process
Clarity of purposeClarity of purpose Required information clearly identifiedRequired information clearly identified EULA and box notificationEULA and box notification
In any DRM, user acceptance is keyIn any DRM, user acceptance is key
Protecting user privacyProtecting user privacy
Protecting user privacy is a design goalProtecting user privacy is a design goal Activation is NOT registrationActivation is NOT registration
Activation:Activation: Required for continued use of the productRequired for continued use of the product Completely anonymousCompletely anonymous NoNo personally identifiable information required personally identifiable information required
Registration:Registration: NOT required for continued product useNOT required for continued product use For receiving customized benefitsFor receiving customized benefits By definition requires personal informationBy definition requires personal information
Channel detailsChannel details
Retail FPPRetail FPP Activation requiredActivation required Install on one PC allowedInstall on one PC allowed
EULA unlikely to change from EULA unlikely to change from Windows 2000 or ME in this areaWindows 2000 or ME in this area
Cannot be used for volume license Cannot be used for volume license bulk deploymentbulk deployment
Packaging ChangesPackaging Changes Box notificationBox notification EULAEULA
Volume Licensing Volume Licensing CustomersCustomers Can no longer use Retail FPP CDsCan no longer use Retail FPP CDs
Volume License Product Keys (VLKs) will not Volume License Product Keys (VLKs) will not work with Retail FPP CDswork with Retail FPP CDs
Multiple Installs cannot be completedMultiple Installs cannot be completed Select CDs or WWF CDs must be usedSelect CDs or WWF CDs must be used
Select CDs not “pre-pid’d”Select CDs not “pre-pid’d” VLK is required and can be automatedVLK is required and can be automated
Volume licenses do NOT require Volume licenses do NOT require activationactivation
Open License customersOpen License customers New purchasers obtain VLK from New purchasers obtain VLK from
eOpen license confirmationeOpen license confirmation Existing Open license customers Existing Open license customers
with active Windows Upgrade with active Windows Upgrade Advantage will be sent lettersAdvantage will be sent letters Letters to be sent around RTMLetters to be sent around RTM Will contain instructions on how to get Will contain instructions on how to get
VLK for use with WWF CDsVLK for use with WWF CDs
Select, EA, Campus and Select, EA, Campus and School AgreementsSchool Agreements New customers get VLK on their New customers get VLK on their
acceptance letteracceptance letter Existing customers get VLK by Existing customers get VLK by
calling Microsoftcalling Microsoft Letter will be sent notifying Letter will be sent notifying
customers of the VLK requirementcustomers of the VLK requirement