Initial insight into the issues surrounding this phenomenon was provided after in-country studies within multiple markets and across consumer, business and trade segments. We found cultural issues were a leading cause of piracy. Local customs and extended family issues provided a basis for the seemingly innocuous sharing of applications. This, combined with independent VARs attempting to maximize profits, and SMBs that needed to maintain a competitive advantage, presented an enormous challenge. We tested messages, concepts and programs ranging from threats of incarceration to fines. Legal threats alone wouldn’t remove the problem of piracy. Cognitive manipulation of the consumer to realize that piracy is actually theft and therefore depriving the owner of his/her due rewards and not just a matter of “making innocent copies,” diminished the customer base for vendors of pirated material. This was the most significant effect in an anti-piracy campaign.
The primary launch of a large scale rollout included awareness programs in major media followed by the development of a direct marketing and grass roots initiative to the business and trade communities introducing a “Truce” program.