Meter Down On Piracy

While various channel associations have appreciated the anti-piracy
initiative undertaken by Microsoft, the need of the hour is to provide education
to customers and the channel on why they should opt for original software so as
to make it completely effective

When Microsoft rolled out its anti-piracy drive last year, it made the
channel sit up and take notice. Then the vendor decided to work with various
channel associations for taking its anti-piracy drive forward and wanted to
educate the channel about the fallacies of piracy and inform them about the
penalty for indulging in it.

Most associations were vocal with their support to the vendor for this
initiative, but many felt that it got diluted because Microsoft did not follow
it up consistently. In some cases, Microsoft officials who were locally involved
in the anti-piracy drive would keep changing. As a result, the drive could not
be carried out effectively.

So the big question is, how successful has Microsoft been in this attempt to
curb piracy? Has the drive really worked or was it just another initiative that
looked good on paper?

Happy to join hands

The Jalandhar Computer Dealers' Association (JCDA) and Progressive Channel
Association of Information Technology (PCAIT), Delhi were two associations roped
in early by the vendor to assist them in their initiative. While, both were all
praise for Microsoft's efforts, they also had a few suggestions to give.

According to Rajiv Khanna, President, JCDA, the drive was successful and the
association made every effort to make Jalandhar a piracy-free zone. At least 70
to 80 percent of its members accepted the initiative.

“Partners looking for long-time business welcomed the decision and
implemented the same. However, the campaign has not produced 100 percent
results,” Khanna said.

He further felt that even today many customers are not aware that they use
pirated software and do not also know the technical benefits of original
software. “Microsoft should target customers for creating awareness about
genuine software. On our end, we constantly display message boards at the
offices of all association members to help make the efforts more effective,” he
added.

Puneet Singhal, President of Delhi-based CMDA too felt that there was a need
to educate end-users by advertising through various media and sensitizing the
public at large. “Also partners deserve their share of minimum profits for
survival. We at CMDA have always stood for ethical practices and would continue
to do so,” he added.

PCAIT was all praises for the awareness drive that Microsoft had initiated.
But there were a few areas of concern that were required to be addressed. There
is a need to prepare a roadmap for the drive and then keep the momentum going.

Another problematic area was that if one Microsoft representative initiated
this drive, then a second person came into the picture later. As a result, the
drive could not be carried out smoothly.

“In February, 2008 during our annual general meeting we explained the hazards
of using pirated products while educating members about the license and the
myths surrounding it. But the program has still got to pick up,” said Saket
Kapur, Secretary, PCAIT.

The Panipat Computer Dealers Association will continue to hold meetings and
engage in activities to curb piracy. Even Ashish Jain, President, Bhoj
Information Technology and Office Automation Association (BITOAA) opined, “The
drive is a first of its kind in Bhopal and will create awareness among partners,
which will further help us operate in a healthy environment.”

Another channel association that was vocal in its support to the anti-piracy
drive is Confed-ITA of Tamil Nadu. At a recent meeting between Confed-ITA and
Microsoft's legal team, the latter maintained that it would continue its
activities to curb the piracy.

What more is needed?

The channel has been vociferous in its demand that Microsoft revisit the
pricing of its products in India, if it is serious about curbing piracy. An
original Windows operating system package is valued at Rs 3,500 and if a
customer further wants to install Windows Office then it costs him around Rs
14,000 and Photoshop is close to Rs 20,000.

“The moment a customer is given the pricing details, he loses interest in the
benefits of installing the original operating system from Microsoft. This is a
loss for us. Our responsibility is limited only till offering the customer the
original version of Windows, beyond that if he installs pirated versions of
other software, we will not be responsible for it and as per the law will
neither be scrutinized by Microsoft.”

With an objective to discourage the customers from buying pirated software,
PCDA held a rally in the region in February this year. According to Singla,
“Microsoft has been running the anti-piracy drive for quite sometime now but
still customers are unwilling to shell out money for the original software due
to the price factor. Through this rally we wanted to take public awareness to
the next level. The thrust was not only on buying Microsoft software but also
those available from Adobe, Coral, Oracle and others.”

Frequent interactions with the channel partners coupled with roadshows and
public demonstration will help Microsoft to get more partners on its side of the
drive. “The vendor has begun all of these initiatives. It is a question of time
before they become fully effective,” S Karthikeyan, President, Confed-ITA
stated.

Meanwhile Microsoft and Indore-based IT association Madhya Pradesh Telecom
and Computer Traders Association (MPTCTA) have agreed to make joint efforts to
reduce piracy in the market. Microsoft had suspended its raids on the grounds
that the association would lend its support to stop sales of counterfeit
software.

Manish Goyal, President, MPTCTA said that after Microsoft sent legal notices
to few dealers in town, the association wanted to hold a discussion with the
vendor so that such instances are not repeated in future and dealers get all the
requisite support to drive genuine software in the market.

“To drive original software in the market, the foremost requirement is that
customers understand its value. Through Microsoft's support, we would take
initiatives to create this awareness among the software buyers,” indicated Goyal.

Microsoft speak

Sharing his thoughts on the effectiveness of the anti-piracy drive, Brian
Campbell, Director-Original Software Initiative, Microsoft India said, “Over the
last few years, we have seen an increased awareness for the perils of piracy and
the corresponding benefits of original software. This is a result of
consolidated efforts put in by the government, judiciary, software vendors and
the channel.”

Campbell further added, “Microsoft has been working closely with channel
partners to educate them on the economic and legal benefits of original
software. Roadshows and events that articulate the value of original software
are held regu­larly and various programs are designed to encourage partners who
sell original software.”

Microsoft sends monthly newsletters to provide the channel partners with a
greater understanding of products, programs, events and launches. Additionally,
it is collaborating with various channel associa­tions to curb piracy.

Campbell felt that customers also have begun to appreciate the value of
original software, and the way they use it can make a difference. “By
undertaking the initiative to provide original software online and through
telephone, we have been able to reach out to over 1,068 Indian cities. We are
running the 'Value of Original' campaign across media aimed at educating
consumers on the benefits of original software,” he added.

New initiatives

In order to provide easy accessibility of software Microsoft recently
launched www.buyoriginalms.com for original Microsoft products including
Windows, Office, Server, Xbox, games and gaming accessories.

Another initiative that the vendor has begun is Microsoft's Get Genuine
Solution (GGS) that enables SMBs to legalize their counterfeit or unlicensed
Windows XP Professional PCs. Valid for a limited period of time in India, China,
Brazil and Russia, GGS is a solution for businesses that want to legalize
Windows XP licenses through Microsoft's reseller partners.

“It is our endeavor to work with IT associations and partners to drive
awareness for piracy as an issue and towards curbing this menace. We are
partnering with industry bodies, including Nasscom, BSA and CII to reiterate the
message on the value of original software. We are continually making investments
to protect our legitimate channel partners, system builders and OEMs, and their
customers, against those who compete unfairly by selling or distributing illegal
software and compo­nents,” Campbell added.

Subbalakshmi BM


subbalakshmibm@cybermedia.co.in