Feature

The Real Deal With Freeware

Freeware, trialware, and shareware software distribution began in the 1970’s as a populist movement of computer enthusiasts who believed “information wants to be free”. The movement continues today, with many reputable companies offering trial versions or coveted free services. But now there are also plenty of uses that owe more to the saying “you get what you pay for”.

In the early days of computing, when software was scarce and difficult to obtain at retail, hobbyists concocted their own tools, and shared them freely. With the rise of the Internet and World Wide Web, this phenomenon grew and was adopted for commercial use, like trial versions of popular video games.

Today, these terms are loosely applied to all manner of promotional pricing approaches such that it’s not always clear what you’re getting or, more importantly, not getting. “Freeware” is particularly confusing - if your instincts tell you the word “free” implies a catch, your instincts might be right in one of two ways:

1. You’re not getting something you need: that free software might give you just enough features to make you realize what it is that’s worth paying for.
2. You are getting something you don’t want: along with freeware downloads may come baggage like malware, ongoing subscription commitments, or a place on a spam-intensive email list

While the terms “trialware” and “shareware” clearly imply inherent limitations, it’s not always clear that “freeware” involves sacrifices unless a reputable company is giving you that information right upfront. It can be like those little samples in the hotel bathroom: there’s just enough to get you through a day, but not enough to keep you clean for long. Some companies simply offer small packages hoping that you’ll later buy the real thing. Often, you don’t get important features, can’t use it beyond a certain date, or, in the case of security software, it only protects against so much. In the world of trial video games, it’s not a big deal if your free version cuts off at the 3rd Level, before you encounter the Flaming Troll God. But the implications are far greater if you unwittingly make sacrifices in your security software.

“If you look really closely at what that freeware offers and what it does for you, its generally singularly focused. It protects against only one threat,” says Symantec’s Jeff Kyle, in his Tech Talk from the Trenches. That means you may be giving yourself a very false sense of security.

With some research, more advanced users can make strategic use of freeware. But it can be problematic to suggest it for novice users who may think that any virus protection keeps them just as safe as the next, when the truth is virus protection is just the tip of the security iceberg. And it’s even tricky for advanced techies who may try to get around the holes in freeware by linking an assortment of programs together, hoping that they’ll all work like one big conga line. Unfortunately, they often do: they’re clumsy, slow, and pretty inefficient. “That’s going to lead to a worse user experience,” says Kyle. “The products may actually trip over themselves as they’re trying to clean whatever threat they’re trying to clean. They may actually not do anything at all at the end of the day, because of the confusion.”

To take a look at user perspectives on cobbling together a suite of freeware solutions to provide basic protection, Symantec recently commissioned a first person account of the process by tech savvy user Michael Santarcangelo. His conclusion? “Freeware is not free: it is a time-consuming, often frustrating experience designed to bait users and then up-sell them later under the promise of more robust protection – all at a higher price than a paid-for solution.”

In short, paying for security software can save you time, aggravation AND money.

Another drawback of some freeware is excess baggage. This might come in the form of an obligation, such as a paid subscription that takes effect at the end of a trial period or an agreement to accept promotional emails. But perhaps the most prevalent example of freeware is music, which infamously has often brought with it malware guests, in addition to the much-publicized legal difficulties. Even today’s legal free download sites take pains to point out their download are “safe” or “virus free”. Downloading any free software that carries malware aimed at recording keystrokes or gleaning personal information to sell on the black market comes with significant cost.

Of course, not all freeware, shareware, or trialware is bad. So here are four tips to help tell the real deals from the costly mistakes:

1. Consider the source: If it’s a household name brand, you’re probably safe. “You have to agree to a licensing agreement to use those,” says Jeff Godlis, the spokesman for i-Safe, an Internet safety education organization. The Better Business Bureau or the Association of Software Professionals, a trade organization for software developers, are also good places for verifying the authenticity of free- and shareware.
2. Compare Features: if you’re comparing free software to the paid version, try and pinpoint what’s missing and whether it’s something you need. And remember that a video game “teaser” is much different than a gaping hole in security features. Good companies will be upfront about what you’re getting and not getting.
3. Think Ahead: software has a shelf-life and reputable companies take pains to get you updates, patches, fixes, and important features that maintain its utility over time. When it comes to security software that means proactively blocking threats, not reactively curing them.
4. Think Outside The Box: all good software has intangibles behind it. Like customer service, help and support, research and development. Norton AntiVirus software, for instance, has the entire global, Symantec threat detection network behind the box. So if you run into a problem, have questions, or want to expand your software coverage, you can turn to a legitimate business that you trust. You also get all of the “freebies” that come with the product, like community forums, Norton Today, and Ask Marian.

Freeware, trialware, and shareware will continue to be business approaches with legitimate uses in the marketplace for reputable companies and innovative startups alike. As consumers, its important to understand the difference between clear and valid offers, and those that try and make a quick buck at your expense by offering you a deal that seems too good to be true exactly because it is.