A recent poll revealed that 60% of Photoshop users are pirates. While this study may have been limited to the subset of Photoshop users who read the Epic Edits Weblog, I think it’s probably an accurate number across the board. I also think that this is the key to Photoshop’s continued status as the industry standard for image editing. If Adobe were to do something to prevent this piracy, Photoshop would soon fall.
There’s a “software cycle” where a piece of software is introduced, becomes an industry standard, and then falls from grace. At the start of the cycle, software gets adopted because it’s the best option among software packages. It stays the standard because it’s what everyone uses, in spite of the fact that there may be better options out there. It falls when the creators of the software believe they’re position is invulnerable.
Take QuarkXPress, for example. In the 1990s, QuarkXPress held an estimated 90% share of the professional desktop publishing market. If you wanted a job in the publishing industry, you had to know QuarkXPress. Nowadays, people say, “What’s this Quark thing?” It was Quark’s game to lose, and they lost it through arrogance. This manifested itself as failure to innovate, devaluing their customers, and paranoid anti-piracy measures.
The “last” release of QuarkXPress was version 3.3, in 1996, although technically it’s up to 7.3.1. After 3.3, the changes had more to do with maintaining compatibility with changing operating systems than anything that would make it easier to use or enhance productivity. As a user you can’t help but feeling insulted for paying for the ability to keep using something you’ve already paid for.
At the same time, Quark became notorious for bad tech support. There were rumors of them responding to customer’s complaints with, “Well, what else are you going to use?” They had a point. At the time there were no other serious alternatives to QuarkXPress.
One other “innovation” users paid for in versions after 3.3 was piracy prevention. This was so extreme that it punished legitimate users of the program. For example, the program was constantly “sniffing” the network to see if there were other copies out there using the same serial number. Lots of programs do this, and usually if you’ve got a legitimate copy it isn’t a problem. However, with Quark, if you dropped off the network while the program was running, it would stop working! This only needed to happen once before you decided that if there were any alternative to Quark, you’d use it instead.
Piracy prevention had another effect. It prevented the user base from growing. All piracy prevention measure can be circumvented with enough effort. The question is, is it worth it? Do you go through the effort, or do you just decide that a lesser-featured but easily available app such at PageMaker?
Then, Adobe introduced InDesign to Quark’s userbase of people who were using XPress not out of customer loyalty, but because it was their only choice. Independent designers rapidly jumped ship, while big businesses kept using it for a while, simply because it’s what they’d been using. But even that has changed rapidly.
Adobe stands the risk of becoming the new Quark. While I don’t know the numbers, I’d bet Photoshop’s market penetration is over 90%. People use the term “photoshopped” instead of “image edited.” Currently, Photoshop really is better than any other image editing app out there. However, this can change. Like Quark, Adobe seems to have lost their ability to innovate and come up with something better than what they released already. Since version 5.5, which came out in 1998, updates have had more to do with OS compatibility and “feature creep” than with enhancing usability and productivity. And Adobe is growing ever more arrogant. The latest version of Photoshop, CS3, actually took away features while raising the price! To do everything with Web graphics that you once able to do in Photoshop, you now need to buy Dreamweaver (for another $399) or Fireworks ($299) on top of the $999 that Photoshop now costs.
With moves like this, it’s only a matter of time before people start looking for alternatives to buying Photoshop. Right now the best alternative is a pirated copy of Photoshop. Adobe actually is more benefitted by this than harmed. When Photoshop gets pirated, Adobe isn’t actually losing $999 (to spite propaganda to the contrary). They’re just not getting paid the $999 that they probably wouldn’t have been paid anyway. I believe that most software is pirated by people who aren’t using the software professionally. While I don’t have any data on this, it’s a logical assumption. If you aren’t using the software professionally, $999 is a ridiculous price to pay. If you are, you’ll make that money back rapidly. Pirating = hassle. Finding the software, finding hacks to circumvent copy protection, keeping it updated… that ends up costing more money than buying the software in the first place!
Adobe benefits from the piracy because it maintains a HUGE userbase for Photoshop. This means that businesses have a constant pool of new hires who already know Photoshop. If you start learning Photoshop as a pirate, there’s a good chance you’re going to keep using it legitimately as a pro.
If Adobe were to find a way to cut off that 60% of pirated copies, it would be Adobe’s suicide. A handful of those users might buy legit copies. Right now the alternative to Photoshop is illegal Photoshop, but it’s still Photoshop. What happens if you send 60% of your potential future userbase in search of alternative software? Photoshop is better than the free alternative, the GiMP. Is it $999 better than the GiMP? If you’re not a professional image editor, it really isn’t worth all that extra cash. Plus, Photoshop is only a better app right now. Third party applications are improving at a much faster rate than Adobe’s products are, but Adobe apps have a huge lead. If Adobe stamps out piracy, third party applications will get a huge influx of new users, enough to push them over the top to create a superior product to Photoshop.
It’s Adobe’s game to lose right now. You’d think they would have learned a lesson from Quark, given that they were the Quark-killers. But really, I think it’s only a matter of time before people are saying, “What’s this Photoshop thing?”