Loose Wire: Don’t Bite the Hand That Pays
By Jeremy Wagstaff
from the 18 April 2002 edition of the Far Eastern Economic Review, (c) 2003, Dow Jones & Company, Inc.
I get hot under the collar over a lot of things, especially being forced to write this column in the sweltering tropical heat of Bali, when I could be in a cool, air-conditioned office cubicle. But one thing riles me in particular: the efforts of music, movie and software majors to restrict usage of their products because of pirating. How much sillier can things get?
It’s now possible to download whole movies off the Internet, milliseconds after they’re released (and often before). The movie industry is feeling the heat that software manufacturers have been feeling for years — the same heat that the music industry felt, too, during the brief reign of Napster’s file-sharing software.
In nearly all cases, the industry reaction has been to punish the very people it should be trying to win over: the paying customer. This is usually done by building in limitations on use of their product. In the case of DVD movies, the world is divided into zones — a DVD bought in one zone cannot (theoretically) be played in another.
Some music CDs now often have special keys or codes built in which prevent easy or exact duplication. Microsoft has been trying out ways of forcing people to register their software; if they don’t, they find the software stops working after a few weeks. All these efforts are misguided and alienate users, who feel they’ve stumped up the cash and can do what they like with their purchase, short of using it as a lethal weapon.
To find a solution that works, we need to acknowledge a few basic principles. First, piracy is no longer a backstreet occupation, if it ever was. A few metres from where I’m writing this in Bali you can buy the latest version of Microsoft Office for a fraction of its original price. Want a DVD of a new movie like Angel Eyes or Ocean’s Eleven? Join the queue in Jakarta’s main expat supermarket and you can snap them up for about $6 each, or a quarter of the price of the imported original.
The lesson from this: It doesn’t pay to look at the problem too moralistically, or legalistically. If we do, we’ve got to get tough on half the world, which spends its time making fake Rolexes, imitation Gucci bags, sports shirts and the like, and the other half, many of whom I can see from my vantage point at the hotel bar, who spend their holidays in the tropics buying them up.
Thirdly, technology is not the answer. Industry boffins can dream up new ways of restricting copying but the copiers will always be one step ahead. I realized that MP3s were no longer the province of nerdy types when I spotted a small store in an Indonesian village selling MP3 collections of the likes of Sting and Britney Spears alongside single sachets of shampoo. The lesson: Technology finds a way round every obstacle placed in its way. For users blighted by DVD-zoning, many electronics shops will happily rejig the software in the DVD player to enable any DVD to play regardless of where it came from.
In my view the answers are simple. Manufacturers should reward the genuine user. Don’t just shove a disc in a plastic box and shrink-wrap it: spend some time and effort compiling interesting sleeve notes. Offer DVD buyers a once-only code to download the sound track in MP3 form free. Enable those who register to buy a boxed set of autographed DVDs by the same director. Some of this happens at the moment, but it’s not enough.
Adopt brave measures: Reduce prices, which have stayed too high (particularly CD prices), and stop annoying the rest of us with stupid restrictions on usage. Learn from companies that do things well, like Qualcomm, whose excellent e-mail program Eudora comes in a free version. This is funded by ads, which appear in a tasteful, but visible, format (and are accompanied by a polite but firm warning should you arrange your other programs to cover up the ads).
DVD-manufacturers or CD-makers could sell cheaper versions of their products interspersed with commercials: Pay more and you can get one without the ads. Let’s face it, some people are never going to pay top dollar for these products, so stop worrying about them and encouraging us law-abiding folk to buy more. Now I’m off to buy a real Rolex. No, really.