Microsoft Windows faced similar difficulties in China concerning the distribution of
However, instead of directly targeting the pirates themselves (those that produced and distributed the pirate software), Microsoft decided to focus attention on consumers
In 2008, Microsoft introduced Genuine Advantage software to China, which identified pirate copies of Microsoft Windows and Office. After 60 minutes of use, a notification would pop-up in the corner of the screen and a black screen would appear. This would persist until a genuine version of the software was bought.
Rather than raising lawsuits, as Microsoft normally would in the West, the company tried to crack down on the problem by moral persuasion of consumers, rather than directly competiting with DVD pirates themselves
However, a survey conducted on Chinese consumers found that 60% were hostile towards the new strategy. Consumers complained that the problem was more deeprooted in the pricing strategy of Microsoft, and that setting the same prices as the West was unrealistica and unreasonable, considering the economic situation in China.
THE FUTURE FOR PIRACY IN CHINA? Although DVD piracy is still rapant in China, increasing moves are being made to protect intellectual property rights (IPR). e.g July 2006 – 100 Day Campaign Against Piracy launched, backed by 10 different government ministries and departments. It not only raised general awareness of the issue, but 58 million illegal publications were also seized during the 3 month campaign Reform of the legal system on IPR protection in China and strengthened cooperation with foreign organisations are also good signs for the future.