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The mechanics of the pass-along
At Digital Goods, we've been promoting and perfecting pass-along technology since we patented our system in 1992, and we've learned a lot about making it work. Here's what we've discovered:
1. Usability really matters, but it's hard to do right.
If a redistributed document merely informs the recipient that "valuable content is locked within," the recipient will rarely bother to download a plug-in and evaluate the offer, let alone buy it. However, if the content is in PDF format, and previewable by anyone with Acrobat Reader an evaluation can be made with or without a security plug-in. The plug-in can be seamlessly installed during the purchase process, after the consumer has decided to buy the content.
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- Companies:
- Napster
- People:
- Jonathan Schull
- Stephen King
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