At the cornerstone of technology giant Adobe’s strategies to combat
“The majority of people are shocked that what they have is not genuine,” Richard Atkinson, Corporate Sr. Director, Global Software Piracy Conversions Team at Adobe, said
To push these customers back into the pipeline, Adobe uses a powerful combination of compliance and usage intelligence, plus in-application messaging to drive online software piracy conversions. Its customer conversion program leverages embedded code in new releases that detects pirated deployments, reports on them, and automates a response that alerts a user to the fact that the version isn’t legitimate. This pop-up message educates and guides the customer on next steps, with the goal of leading them to an
With data from compliance intelligence, publishers can develop in-application messaging strategies (like Revulytics’ Piracy Response) that engage, nurture and drive potential customers to
Adobe continually evolves its messaging as it measures the efficacy of its conversion programs. With the right data, your team can develop language that treats a “pirate” like a trial user, pushing a customer-focused tone that educates, not threatens, and is customized by usage patterns and regional activity.
This is particularly important when it comes to designing landing pages that engage customers and encourage purchases. Don’t just throw your traditional
With consumable, robust usage data, you can automate messages based on different usage thresholds to increase effectiveness. If initial, education-based efforts are ignored, continued use of the software will start turning off key functionality, triggering at functions that show the value of the paid version to the user – such as save, print, render or calculate. Concurrently, in-application messaging can be used to push opportunities to buy a legitimate version to restore, and even enhance, functionality. With solutions like Revulytics Piracy Response you can even limit functionality if the infringing user fails to convert after a specific number of opportunities to license the software has been presented.
By leveraging compliance analytics, your business will know which machines to target, and easily segment overt pirates from unwitting victims of piracy. Data will allow you to focus on areas of the world where you have a viable chance of converting users online, and to shift focus away from regions in which IP law isn’t held in the same regard. Driving online software piracy conversions in Russia and China will be far more difficult than doing so in the United States, Canada or Western Europe – where we’ve seen conversion rates as high as 11 percent. The data will also identify which versions of the software upon which an in-application messaging campaign will have the highest return on investment.
Adobe is a leader in using piracy as
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Vice President, Products & Strategy at Revulytics
Victor DeMarines brings extensive security product management and marketing experience to Revulytics, where he is responsible for product strategy and direction. He is a frequent speaker and author on topics including piracy, reverse engineering and the protection of intellectual property.
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