Trapped in the "Free" Trap, Rising launches more free promotions

[Yang Yang reports for the 21CN IT Channel] Following the release of their policy offering free antivirus software for a year, domestic antivirus software manufacturer Rising has today announced a series of preferential policies aimed at new and old customers as well as distributors. In addition to extending free services for one year to existing network users, there will also be a 40% discount on boxed products sold in stores.

Below are the detailed policies from Rising:

1. All users who download "Rising Kaka 6.0" will receive free copies of "Rising Antivirus Software 2008 Edition" and "Rising Personal Firewall 2008 Edition" with a free usage period of one year.

2. Users who purchased the Rising Antivirus Software 2008 Boxed Edition after January 1, 2008 will have their product usage period automatically extended by one year.

3. Rising's boxed products sold in stores will enjoy a 40% discount. During the promotional period, users purchasing Rising products will not only enjoy this super-discounted price but also have the usage period of the purchased product automatically extended by one year.

4. All users who purchased the Rising Antivirus Software Download Edition (with a service period of more than six months) after January 1, 2008 will have their product usage period automatically extended by one year.

Previously, Rising had always been the dominant player in China's personal antivirus market, holding a large share of the market. However, in recent years, Qihoo’s Security Guard 360 and Kaspersky's collaboration offering a six-month free antivirus software promotion took away some users, creating past grievances between the parties. Now, when Rising launched its six-month free offer, Qihoo suddenly introduced the 360 antivirus service, breaking industry rules by announcing that it would provide permanent free service to users. Qihoo also stated that Rising's recently promoted "cloud security" was merely using users who installed Kaka 6.0 to upload samples, which they claimed was meaningless. This was an all-out effort to undermine Rising.

Although there are questionable aspects regarding the antivirus capabilities and free behavior of 360 Antivirus, it still had an impact on Rising. Therefore, Rising has "responded to the call" by continuing to introduce the aforementioned preferential policies.