Apr 23 2008
On-Going Support is a Bugger
When you have to make the choice between proprietary and open standards for a product you are offering, you have to consider the long term implications of that.
A few years ago, Microsoft launched a new type of DRM. It was called "PlaysForSure." Their thought was that it should be a new standard that all the online music stores and digital music players would be able to use. The intent was that if everyone used the same DRM format, everyone would be much happier. The fact is that DRM is designed to take features away and not to enhance the listener experience.
So, there are two concepts that I am talking about here.
The first is providing a service that is unique to you. We all want to "lock" our customers in to using our technology. We hope that if we "lock" them in to our service or product using proprietary technology that we’ll have a greater chance at customer retention. More often than not, we want to "lock" them in because we know that we are terrible at customer support and the customer experience, so we have to trick them in to sticking with us.
The second concept I am talking about is that when you have proprietary technology that you use, you run the risk of not being able to support it. Microsoft’s DRM was such a problem child that they didn’t even use it on their own Zune digital media device, have canceled it for their music store (the store failed), and now are saying they will cancel all the authentication servers for the DRM. That means that people who bought into the service and have music under that service will not get what they paid for because of lack of authentication.
Of course, one could say, "Well, it’s Microsoft, what did you expect?"
But, I don’t think it is that easy. Many companies have tried a proprietary technology they hoped would one day be the standard. They have "locked" their customers into their service. When it failed, all the customers were just out of luck. Think about the BlueRay and HD DVD format. Looks like BlueRay will stay and HD will not.
When you have a new thing you are offering, you may not have an open standard to use, but, if you have the option, stick with open standards. Don’t make it hard for people to leave… after all, if you have to "lock" your customers in because your customer service stinks or you really aren’t that good, then you will end up with a failed online music store, dwindling profits and a new Vista operating systems that is riddled with problems product or service.
Corey Smith is the Chief Web Architect for Dealer Marketing Systems and maintains a news service for the copier, printer and document management industry.