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Angela Morrow Anti-Piracy Marketing Manager Allen Nieman Technical Product Manager Microsoft Corporation Anti-Piracy.

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Presentation on theme: "Angela Morrow Anti-Piracy Marketing Manager Allen Nieman Technical Product Manager Microsoft Corporation Anti-Piracy."— Presentation transcript:

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2 Angela Morrow Anti-Piracy Marketing Manager Allen Nieman Technical Product Manager Microsoft Corporation Anti-Piracy

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

4 What is Microsoft Doing? Enterprise Enterprise Small/Medium Business Small/Medium Business Improved Technology Improved Technology

5 Enterprise Customers

6 Direct Contact Engage the customer Engage the customer Face to face Face to face /letter/calls /letter/calls Possible AP involvement Possible AP involvement Self Audit/License Analysis Self Audit/License Analysis

7 ACE Review Program When internal discussions/reviews arent working When internal discussions/reviews arent working Friendly audits Friendly audits Independent auditors Independent auditors Full review/Mini-review Full review/Mini-review

8 Small/Medium Customers

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

10 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)

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

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

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

14 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

15 Write SAM policies and procedures for your customer regarding acquisition and storage of software Write SAM policies and procedures for your customer regarding acquisition and storage of software Communicate the policy clearly to your customers employees who purchase, manage, or use software Communicate the policy clearly to your customers employees who purchase, manage, or use software Better yet, help your VARs be the software asset manager for their customers Better yet, help your VARs be the software asset manager for their customers microsoft.com/piracy/samguide/ S oftware A sset M anagement Guide

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

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

18 Report Piracy (800) RU LEGIT or (800) RU LEGIT or (800) Business Desk Business Desk Write Business Desk in the subject line Write Business Desk in the subject line Bid must exceed $20K Bid must exceed $20K

19 Anti-Piracy and Licensing Technology Allen Nieman Technical Product Manager Licensing Technologies

20 Agenda Licensing technology overview Licensing technology overview Microsoft Product Activation for Windows XP Microsoft Product Activation for Windows XP Demo Demo Customer segment details Customer segment details

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

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

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

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

25 How Does PA Work for End Users? Install, User enters use product key: GKW9D-8G6XY-6WC3Q-QHV2J-G8DKL License Certificate and Product ID (ex ) generated User/Client Device Clearinghouse Unlock Content activated, License Certificate updated Confirmation Received (42 digits): Returns Confirmation (42 digits): 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): Processes Installation ID Verifies business rules

26 Demo – Windows XP Activation

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

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

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

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

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

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

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