I am completely fine with paying for software that I really like and that serves a purpose for me. However, if you are a software company that is going to use the ‘paid upgrade’ model of charging customers to upgrade to the next major version of your product, make sure the next major version contains new features worth paying for.
In the case of TechSmith’s Snagit, they have failed to provide anything of real value in their latest release (version 3.0 for Mac, or 12.0 for Windows), yet they are asking for $24.95 to upgrade to the latest version.
I paid for version 2 of Snagit for my Mac (that’s version 11 for you Windows users), and I really enjoyed using it. It became a tool in my arsenal that I relied heavily upon for doing quick screen shots and adding text, notes, arrows, and more.
Then one day a couple of weeks ago the updater ran and I was suddenly looking at a trial version of Snagit 3.0. And it said it was going to expire unless I paid the discounted upgrade fee of $24.95.
Aggravated, I hoped to have my mood changed and be wowed by version 3.0. So I tested it out for a few days. I quickly found that it had a nicer look and feel about it, but other than that, there were no noticeable enhancements or actual upgrades to the product. It was the same product with about one new feature related to the video clipping tool — something I could care less about. And that new feature was only a new arrow selector of some sort. Not impressed.
Jason Eagleston, the “Snagit Product Owner” at TechSmith even admits in their self-congratulatory release video that “with this release we had a focus on updating the way Snagit looks and feels, partially to bring that consistency across all the Techsmith things that you are going to interact with, but ultimately it’s only focused on getting your content to be the most prominent thing on the screen.”
Hmm…I only interact with one Techsmith product, so why should this be a feature worth paying for? And how is it not the most prominent thing on my screen if I’m currently using it in the first place?
A couple of more employees in the video go on to talk about how much nicer the product will be to use, and that they really wanted people to feel like they were using something current and not outdated. So it really isn’t about an upgrade, it’s about a change of clothes.
The whole video is about them admitting that their product didn’t look that great, so they spent a lot of effort making it look better (or “flatter,” as they say in the video, which is supposed to be something we should like), and now they want their customers to pay for that. No real tool enhancements or additions, just a subjective improvement to the design. For $24.95? No thanks.
For those of you looking for a free alternative to Snagit, check out Skitch. With or without Evernote, it’s a nice tool that does just about everything Snagit does for screen capturing.
Photo by Darin Barry 
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