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Symantec's DRM of Choice
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By Ed Foster, Section Columns Posted on Thu Oct 02, 2003 at 09:09:27 AM PDT
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Which would you rather get: lots of spam advertising Symantec products or Symantec products with product activation? Well, you don't really have to choose - you get to have both.
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We had warning this was coming. You may remember that last year I asked Symantec about the flood of spam advertising Norton products and why Symantec couldn't put a halt to such blatant abuse of its brands and copyrights. Company officials said the basic problem was large Asian-based counterfeiting operations producing copies at a cost of 50 cents a disk or less. Implementing a DRM (Digital Rights Management) solution might prove necessary, they said.
This struck me as a bit odd at the time, since even the biggest advocates of DRM (like Microsoft, for instance) admit that most forms of copy protection do little to hinder sophisticated counterfeiters. But I put such thoughts aside until recent weeks when I begin to get gripes from readers having problems with the product activation scheme Symantec has now implemented in the consumer version of Norton AntiVirus 2004. In particular, a number of readers who had paid to download the product reported installation difficulties that caused the product activation to treat the download copy as an expired trial version that could not be reactivated.
Readers reported little or no success when calling Symantec support for help in these situations, and several pointed out a curious aspect of the Norton download process. Along with the $49.95 for NAV 2004, customers can purchase the "Extended Download Service" for an additional $6.99 in order to redownload the software over the next year "in the event the End User has reformatted his/her hard drive, inadvertently uninstalled the Symantec Product, or changed computers."
The Extended Download Service struck some customers, particularly those who had installation problems, as if Symantec was charging an insurance fee against reactivation problems. "Why should I pay seven bucks to guarantee I can download this again if there's a problem?" wrote one reader. "I paid for the product, and now I have an expired version and I have to order another copy. Something's wrong there."
After arguing with Symantec support and download services, that reader eventually received a CD to replace the copy she couldn't activate. Symantec officials say they are unaware of any specific problems involving activation and NAV downloads, and it's possible that the complaints I'm hearing are normal installation glitches that only appear to be related to product activation. Maybe so. Certainly it's true we aren't yet hearing the cascade of complaints engendered by TurboTax product activation, although plenty of people aren't happy about the idea.
As for the Extended Download Service, Symantec officials said they were offering that service months before production activation was implemented. The service - - which essentially offers the right to download a back-up copy -- is not related to product activation.
OK, there may not be a relation in Symantec's mind between product activation and their download insurance, but perhaps there should be. If a company is going to make you jump through DRM hoops to certify that you really have a valid license for its product, why can't it use the same technology to verify you have the right to get a back-up copy? It just says loud and clear that only the company's interests matter, not the customer's.
Of course, DRM is never about the customer's interests. And that brings back to the bigger question: what is Symantec's purpose in implementing product activation? Symantec officials continue to insist that it's all about reducing large-scale counterfeiting. But will it? Won't those Asian operations just keep on cranking out those 50-cent CDs anyway? After all, the counterfeiters and the spammers can slap a logo on whatever and say it's Norton AntiVirus 2004. How is having product activation in the real thing going to stop them?
Symantec officials answer that product activation is not a silver bullet, and more customer education is needed. And as long as there are people stupid enough to buy software - or anything else - from spammers, it's certainly true that more customer education is needed. But is product activation the way to educate them? The last thing Symantec should be teaching its customers is that the only way to tell the difference between the real thing and the phony stuff is to see if it has product activation. After all, given the choice between software with DRM and software without, which would you choose?
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