Microsoft to Tighten the Genuine Advantage Screws
In a further expansion of its anti-piracy program, Microsoft is building more "Genuine" checks directly into Windows Vista and expanding the program to target not only consumers, but also PC makers and system builders.To date, with its Genuine Advantage anti-piracy programs, Microsoft has targeted consumers. Windows and Office users have been required to validate their products as "genuine" before being able to obtain many downloads and add-ons. Come this fall, however, the Redmond, Wash., software maker is planning to turn up the Genuine Advantage heat in two ways: by baking more Genuine Advantage checks directly into Windows Vista, and by taking aim at PC makers, system builders, Internet cafes and other sources of potentially pirated software. Microsoft officialswhose Genuine Advantage Notification strategy came under fire earlier this summerdeclined to share specifics about its new Genuine Advantage plans. But executives already have been setting the stage for the upcoming changes in recent keynote addresses.
"We expect to do more to make Windows more differentiated when its genuine, and so genuine customers get a truly different experience than non-genuine customers, as well as to make piracy harder, so that our genuine partners can do a better job competing with those that dont play by the rules," Windows Client Marketing Chief Michael Sievert told attendees of Microsofts Worldwide Partner Conference in July.