Software Company Ethics 2.0 and the pleasant surprise I had today
First and foremost: I am a very skeptical person and I am very cynical especially when it comes to today companies and their policies but what happened today shattered a small part of my world view about kapitalism in a very positive way.
A little background story: As most of you dear readers know I am doing lots of 3D animation visual FX and similar virtual pop art media work. I do this since 1992 where I started with a program called Silver3D (that then became Imagine) on an utlra fast Amiga 2000. Anyway this backstory is getting out of hand already. I love doing 3d - or at least I love what comes out in the end because it allows me to put into visual form for other people what I see inside myself (even the boring small stuff) so for me its the only way to share my inner vision. The big problem is the technical side. It consumes so much energy that I can´t just pump out stuff. Things are getting better on a grand scale in this field. Jez – I can´t keep focus. Anyway one of the coolest things that I love to do is integrate 3d into real life footage. Its lovely and puts my innerpictures right into clash with reality (and I love it). BUT for doing that you either have to take a camera on a tripod (boring) or try to recreate a real world camera move inside your computer through a process generally called "tracking" today. While there might be a third way that I will hopefully talk about soon the tracking is the state of the art thing to do. Now as easy as it sounds it is not. Its a thing that until a couple of years ago you did by hand (yes I did that by hand in a 1996 project for a local bar commercial with a flying dragon - 30 seconds handtracking 3d is something you never forget in your life as a BAD experience). Of course it was the military that developed computerized tracking guides for their missles and some Hollywood studios got to think that it would be cool to use these algorithms and created half intelligent match moving programs. Now as it is with hollywood and its inner circle - they do not like healthy competition purely based on artistic merits (some bad tongues might interpret this as they would loose their monopolistic propagandistic business model) so in good american manner they keep competition out by either completely shutting out the public (they only use "inhouse software" thats never released in any form) or they price software at sums where any independent artist would need to sell both kidneys half a liver and three quarters of a heart to get their hands on it (outside the wrath of the studios that is) - oh and its not just Hollywood its the whole entertainment "industry". But I am loosing track again (pun pun). Match moving is no exception and in the early days matchmove software cost you the sum you would pay for a house and a garden. Match Mover I think it was that cost like upward of 50.000 USD until like 2 years ago then it all changed. First a university project came to the "market" called "icarus" and it rocked (and it was available for the mac - the only one at that time). It was a very crude interface and all but what it did was generate very accurate 3d tracks. The absolutely shocking thing was: It was free. Yes some student/prof hackers did something for free that the close to hollywood developers where charging you the price of a house for. (Just for the record about the same time it was when Alias|Wavefront|nowAutodesk Maya was dropping in price from like 20.000 USD for the "small" version to 1.500 USD). So the monopoly of big industry studios in terms of 3D was falling like the sky on a doomsday. Then when all independent 3D artists where dancing in the street filmed by shaky cheap DV cameras and later accompanied by their 3d visions the software disappeared. Speculation and conspiracy theories emerged in the whispery hallway chatters in rundown artist mansions all over the world. Did a big hollywood post house bought the right to the software, did a rival company made "contribution" to the University were the software was developed - nobody really knew until a small message on the icarus website hinted that the developers where going to become independent developers and form a company called The Pixel Farm (I am not so sure on that part, PixelFarm might have existed before, but for the drama lets say they created it). The company was also based in some English country side rather then on the self-dominating westcoast of the US of A. So they brought out Icarus under the new name PFTrack (PixelFarmTrack) und they did so for a far lesser price then the original about 4500 Euros and on top brought out cheaper siblings like PFMatch (750 Euros) and PFHoe (150 Euros) that seemingly put the 3D in reach the indy artist. Just last year another app entered the market called SynthEyes (crude interface not good project management but good tracks) which sells for like 350 USD. In the end if you are serious about 3D tracking you need the big PFTrack or one of the other big two (Matchmover boujou) that came down in price to match (pun again) PFTrack. PFTrack for me would still be the choice as it offers about every option available for 3D tracking and matchmoving and scene reconstruction and track project management available and you really want all that for a good workflow without boundaries. Still I mean 4.500 Euros come on, what artist is gonna be able to pay that chunk of money?
The real story (god I wish I would stay on point better): Having an ok start into my after school career at the moment and with some 3d projects that need tracking lining up on the horizon I decided to try out some demo versions to see what I really need and what tracking software would work with me best and so applied to PixelFarm to get a 3 Day fully functioning version of the app — and I loved it a lot.
After 4 days I got a lovely formulated email saying something like "thank you for testing of our product if you have feature suggestions, saw bugs or have general commentary please let us know". Needless to say that the inner betatester came out in me and I gave them a long detailed answer of my experience, send them some crashlogs and a very repeatable bug report and about six feature suggestions. A mail came back thanking me and while I planned the bank robbery to pay for the app the communication went silent. That was all about two weeks ago.
- a little pause for the suspense factor -
Today the phone rang with a number somewhere from germany that I had never seen before. Now normally those numbers only call to sell me something (like lottery tickets or "free" bankaccounts for all the money I don´t have or a vacuum cleaner or such shit). So I was reluctant to answer at first. But I do like to hear their sorry attempts to actually win me over (just so I can cruelly hang up on them) so I picked up the phone. A nice voice in broken german answered and ask if its me on the other end. I said sure that it was me already wondering why they get so personal. Then right in the second sentence he mumbled something that I understood - PFTrack. AHA...
- pause for more suspense -
Now I was preparing to ward off a reseller for PFTrack who probably got my contact details from the trial signup. First I offered him to switch the conversation to english (his german was not very understandable) so the conversation went on. He turned out to be really caring and listening and wasn´t in the slightest way pushing for a sale — a new tactic I though (I already mentioned that I am cynical and skeptical right?). Once we were over the smalltalk part of the conversation (great programm blah blah) I told him quite blunt that there is no way in hell that I can afford the program at this stage. Then (and I spare you another suspense pause) something happened that I have not ever witnessed in this capitalistic society. He offered to me that if I have a project coming up that needs 3d tracking we can talk about it that I would get PFTrack for that project for free.
O.O
He said they intend to multiply market share and get into the Industry and they need artists that can use the program and a bigger installed user base so that PFTrack can become the industry standard. Ok thats quite a capitalistic thought process but in the subsequent talk he acknowledged that companies need to care for the customers and see their needs to expand themselves and a lot of other things that normally would sound like marketing talk but sounded for once very honest. He also said that whatever I need we work something out - also for a permanent license in the future. Some more niceties and the conversation ended.
I am baffled - I mean we are talking not about a free Donut or something like that but about a 4.500 Euro software. No they won´t give it to me completely for free but help me establish my business. Something that makes SOOO much sense from my and their perspective its unbelievable.
Conclusion or that means the following: Software companies are start to realize that code can´t be sold like hardware. That there are different needs for the same product out there that deserve special treatment. That your installed user base with lots of experience using your software is more important then a single lost(or never to be done in the first place) sale. That leads to a completely new software sales paradigm for the future - the call today was definitely a right step into that direction and I will surely take them up on the offer rather sooner then later. It is a SURE way to get along with piracy or making the reason for piracy mood. I would always pay for software if I earn money with it but I can´t pay 5.000 euros for a software for projects that - at least in the beginning - only garner 500 euros - there is no relation in my not so humble opinion. Software needs to become an individual product that earns money through services (see all and every big opensource project where this works quite well already).
So thanks to Marcos Silva-Santisteban from FES Media GmbH - the german Pixelfarm reseller - for the enlightening conversation.
Technorati Tags:
VFX, CompanyEthics2.0