Software
developers
find the Internet a handy way to give away their product
by Alan Zisman (c) 1996 First published
in Business in
Vancouver , Issue #333 March 12, 1996 High Tech
Office
column
There's a
lot of free
stuff available on the Internet--free information, free entertainment,
free software. It's been something of a tradition--the Internet has
its roots in the UNIX users of academia, who have a long history of
writing software as class assignments or just as a challenge, and
distributing it for free.
The
Internet resembles
the world's largest bulletin board system--everything you can find
on local and commercial on-line systems is available through the
Internet,
if you know where to look. For instance, you can check out
ftp.cica.indiana.edu
for the University of Indiana's CICA site, famous for its collection
of Windows stuff. (And remember that you're expected to register and
pay for shareware if you find it of use and value.)
And of
course, the Internet
is also the world's largest source for pirated commercial software.
(And no, I'm not going to list any addresses for that.) Illegal sites
come and go with astonishing rapidity, like Prohibition-era
speakeasies.
But now,
the 'Net is
becoming a source for something unusual--free commercial software.
These are real, working business-oriented applications, made freely
available by commercial software providers to anyone who can access
them with a Web browser or FTP (file transfer protocol) program.
Initially,
this was
limited to technical support for software companies--bug fixes,
upgrades,
drivers to work with new versions of hardware or software. Users could
order them over the phone, but usually at a cost of $10 or $15 for
shipping. At those prices, companies didn't really make any profit,
and users had to wait a week or more for them to arrive. So companies
and users alike welcomed the free availability of such technical
support
products on-line: users got them instantly, and companies needed fewer
people to answer the phones and package and ship disks.
Recently,
however, companies
have discovered that there is money to be made giving software away
for free. Often, the freebies are working, but limited, versions of
a new commercial product, or of a product that's been around for a
while without becoming the market-leader in its class. Users can get
work done, save files, and so forth, but are encouraged to purchase
the full version for more features, often at a discount. It's good
advertising, and helps make a name for a new product. And once users
have adopted your product, they can be sold add-ons or upgrades. It's
the digital version of Gillette's famous strategy of giving
away razors so that users would buy their blades.
Borland
recently
did this to launch the Windows version of its DOS classic, SideKick.
Similarly, software giant Computer Associates made a dent in Quicken's
stranglehold on the personal-accounting market
by giving away hundreds of thousands of copies of Simply Money.
But it
costs to set
up a 1-800 number, process orders, and mail out disks, and no one
wants to lose money distributing a free product. So with the explosion
of interest in the Internet, it appears that this has become the
distribution
method of choice for free commercial products. For example, in recent
weeks, you could get:
* Presto
optical character
recognition software, which allows you to scan photos or text directly
to your word processor, along with basic image-editing and faxing
capabilities. You can buy it for $149 from Envision Solutions
Technology,
or get it on the 'Net from PC Magazine
(http://www.ziff.com/~pcmag).
* 3D Fax
from InfoImaging,
which is designed to let those using computer faxing to send digital
files (of course, you need a computer fax on the other end, too).
For example, you could send colour-image files that would be
reconstructed
in colour at the other end. You could also use your fax to send
multimedia
sound or even video. The free version limits you to sending four pages,
although it has a complete read-module, making it a limited version
of the full $99 program. Check http://www.infoimaging.com for this
one.
* McAffee
is
best known for its shareware virus Scan and Clean utilities, but on
that base, they've become the fifty-seventh largest PC software
producer,
with 1994 revenues of $43 million. McAffee's latest product is
NetRemote,
a program for remote control of computers--very useful when you're
away from that critical document or application at the office. McAffee
is trying to cut into a market held by bigger companies with
long-established
products such as Symantec and its pcAnywhere, so it's
selling it for the cut-rate price of $49, and making it freely
available
at http:// www.mcafee.com. (This one is more like traditional
shareware:
you can get it for free, but there's the expectation that you'll buy
it if you plan to continue to use it.)
In all three
cases, these
companies expect to make money in the long run by giving
commercial-quality
software away for free over the Internet. At the same time, business
users can reap the benefits of getting something for nothing, or at
the very least, getting something back on the cost of their Internet
connection.