It has been known for a while that upgrading to Windows 10 would be free for twelve months, but the news coming from Shenzhen has the potential to change Windows as a platform forever. According to Terry Myerson, executive vice president at Microsoft, Windows 10 will be available on all qualified devices (read: compatible) even if they have a previous installation activated by illegitimate means. In other words: Pirates will also be able to upgrade.
The relationship between Microsoft and piracy has always been complicated. For some, that relationship goes beyond any debate: software theft does not deserve any tolerance, and that's it. But over the years, other interpretations have emerged, pointing to specific market failures and companies that remain divorced from reality in the face of consumer demands. At the time, Valve presented itself as a spokesperson for those consumers when it said that "the pirate is a badly served customer", and if we follow the spectacular success of Steam, I think they hit the nail on the head with that. Now, let's go back to Redmond. Its products are used all over the planet, but monetizing them is a real nightmare in certain regions. With that in mind, it is no coincidence that Microsoft chose the WinHEC conference in Shenzhen to drop its latest bomb: all users of compatible devices will be able to upgrade to Windows 10 for free, even if they use pirated copies.
https://www.youtube.com/embed/J_m-1ldHxqAThe confirmation came through Terry Myerson, executive vice president and number one in the Windows division, first at the conference, and then through an interview he gave to Reuters. His words leave no room for confusion: "We will update all qualified PCs, genuine and non-genuine, to Windows 10.". At one point it was thought that this olive branch would only reach Windows users in China, where it is estimated that at least three out of every four copies of Windows are illegal; however, a company spokesperson revealed that this move will extend to all markets, exactly 190 countries.
One of the keys to understanding this decision is compressed into a single phrase: Software as a service. Less than a fifth of Windows earnings come from the average consumer. The plan is that over time, each user will appreciate both the benefits of having licensed copies and the value of the services Microsoft offers, a decidedly bold bet. On the other hand, every anti-piracy system Microsoft implemented in Windows was defeated, which equates to a significant loss of internal resources. There are still many unanswered questions, but I imagine Microsoft will try to answer them as best as possible from now until the launch of Windows 10, scheduled for mid-year.
Update: Apparently, Microsoft decided to change its mind. With a new statement, the company indicated that it "will offer a mechanism" for users of illegal copies to get a genuine installation through the Windows Store. There are no additional details about that mechanism, but the feeling is that it will have nothing "free" about it in the end...
