Digital License Conversion Case Study
eCommerce Conversion
Program Management
About the Client
Adobe, a global giant in the arena of designing creative solutions, some of whose famous products are Photoshop and Indesign approached Progile for a critical issue in its arena. The term
“pirated software” is a threat to organizations like those whose entire revenue depends upon people subscribing to its products. These products were amongst the top ones; downloaded illegally and even used by fraudsters to con people through malware and other options. They were looking for a resourceful enterprise that could serve them with a team that can not only save their millions but also is there for the long term as their backbone in conversion.
Key Data About the Client:
What the client has to say?
“ Progile Tech receives strong recommendations for their comprehensive grasp of our challenges, delving beyond superficial problems to systematically identify and resolve underlying issues. Their tailored approach has yielded a resilient talent solution, integrating project managers, GTM specialists, engineers, and data scientists. With their support, we enhanced our Go-Cart engine, facilitated sales through strategic outreach, and bolstered customer support. Their meticulous understanding of our talent needs led to the successful onboarding of over 40 individuals across diverse teams, contributing significantly to our achievements."
Mason B, Principal Technical Program Manager
The Scope of the Work
When you talk about an organization that sources its revenue from selling creative products, we cannot do away with the fact that people will always find a way to use it free of cost. Sometimes they do it willingly and many times they fall into the loopholes created by smart but fraudulent people who convince them by selling non-genuine products.
Be it B2B or B2C, be it selling through channels or subscriptions, a brand like them was losing more than 100 million dollars of revenue every year. Their biggest challenges in this journey were:
- Getting The Right Team: To be able to strategize anything, qualified professionals who do their job best are a must. As it wasn’t an arena core to the business, they were missing it. Clients had the strategy and vision in place but needed unique teams to execute that strategy.
- Developing an Execution Plan: The entire project of identifying the non-genuine users and then converting them required a carefully thought-out plan. The biggest hurdle was developing the playbook, an execution plan that can be used repeatedly across teams to generate predictable conversion. This strategy required careful examination by crucial people who knew how to execute the entire strategy.
- Build On The Core Objectives: The entire project revolved around three basic objectives that were:
- Protecting the Intellectual Property
- Creating awareness about the fraudulent practices that victimize innocent users
- Converting the non-genuine zero-revenue generating users into paying customers
Progile Tech was able to fully comprehend the issue on hand, understood the philosophy behind the project, and create strategies, policies, procedures, and playbooks. Once the initial setup was finalized, Progile was then tasked with creating a team that can execute the strategy with its expertise and staffing profiles.
Our Solution
The first step in this journey was understanding the requirements of this non-genuine conversion program. This ongoing program included strategizing from base levels and including us burning the midnight oil to form a concise strategy. Once the plan of action was finalized, the work began.
A seamless system was created where as soon as the client received a ping about some user active on a pirated software copy, a pop-up would come up on the screen. The text not only said that their product was not licensed but also had links and call details for them to contact the authentic team. The website layouts, UI, and UX was altered in a way that could be geo-customized. If you are Chinese, the entire website would be in Mandarin. Such similar small but effective strategies were even applied to the call centers so that the customer could be at ease and conveying every detail could be effortless.
In order to support the system, and to finally start the conversion process a cooperative effort was taken on both the client and our end to understand the resource and bandwidth requirements. From understanding their needs to matching them with the staff requirement of the project, each step was cautiously managed.
The initial key roles were first filled and according to their requirements, the job descriptions were created and approved. Suitable profile matches began where interviews were conducted keeping in mind what’s best. Not only were people hired at the top level, but every single person on the team were highly motivated to work on that project.. Business outreach teams, non-genuine conversion teams, product managers, project managers, and customer support teams were built and hired.
Key Hiring Highlights:
Within one month, the key people in the entire project that included the director of customer support, director of go-to-market strategy, and program director were onboarded. A total of 40 people were employed across all the teams of business outreach/non-genuine business conversion and customer support.
Other than that, multiple project managers( web page development, customer service, product, etc.) were also hired. The attrition rate in the project was <10%. Moreover, people who were selected were fairly placed i.e. only based on merit. Diversity is what makes us alive and that is what we promised and delivered.
The staffing too was not just limited to people in one region. People were hired across regions such as Australia, the UK, and Japan for development, marketing, operations, customer support, etc.
It is this expedited yet smart practice at ProgileTech, that makes us a Ferrari in the realm of Honda’s. It is because of the delivery value, the time, and the quality of people who we staff that our customers love to work with us.
Outcome:
Within a limited timeframe, multiple job roles were created and filled, strategies were formed and executed, and the business was ready to implement its plan. Through the effective staffing technology deployed at its optimum, the entire planning was successful and many customers responded.
With our consistent, seamless, and strategic planning the business has saved around 10-15 million USD every single quarter since the beginning of the project in 2017.
40 people employed>> 40+Million USD Saved/year>> Awareness Raised About Malpractices & Non-Genuine Downloads