MacHeist: Information from Answers.com

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MacHeist

URL	MacHeist
Commercial?	Yes
Type of site	Macintosh shareware
Registration	Yes
Owner	John Casasanta, Phillip Ryu, and Scott Meinzer
Created by	John Casasanta, Phillip Ryu, Scott Meinzer, and Adam Betts
Launched	2006

MacHeist is a website that resells Mac OS X shareware. The site has become known for its marketing tactics. These tactics include challenges (or "heists") that entitle successful customers to free software licenses and/or discounts, as well as the concept of selling software in a bundle that increases in size as more customers purchase the bundle. The site was founded by John Casasanta, Phillip Ryu, and Scott Meinzer.

1 MacHeist I
2 MacHeist II
3 MacHeist III
4 Criticism
5 Community
6 Clones
7 References
8 External links

MacHeist I

MacHeist I was a six week long event that the site ran at the end of 2006. It culminated with a week-long sale of a bundle of ten Mac OS X shareware applications for US$49. Prior to the sale, a number of challenges (or "heists") were posted on the MacHeist site. These challenges typically offered cryptic clues to Mac-related websites, where the answers could be found. Users who successfully completed the heists were rewarded a US$2 discount on the bundle for each heist completed, as well as free licensed copies of various Mac OS X shareware applications that were not included in the final bundle. This inaugural promotion proved to be quite successful, selling more than 16,000 copies in one week.^[1]

The final bundle sold for US$49 and was available to the entire Mac community, regardless of participation in the heists leading up to the sale. It contained Delicious Library, FotoMagico, ShapeShifter, DEVONthink, Disco, Rapidweaver, iClip, Newsfire, TextMate, and the choice of one Pangea Software game (Bugdom 2, Enigmo 2, Nanosaur 2, Pangea Arcade). Newsfire was added to the bundle after the sale of approximately 4,000 bundles, and TextMate was added after approximately 5,600 bundles were sold. The other applications were available from the beginning of the sale. After the two later applications were unlocked, they became available for no extra charge to the initial purchasers of the bundle.

Another aspect of MacHeist I was that a large portion (US$200,000) of the proceeds were donated to charities.^[2]^[3] This amount was divided between the following charities: United Way International, Direct Relief International, AIDS Research Alliance, Cancer Research and Prevention Foundation, Nature Conservancy, World Wildlife Fund, Hunger Project and Save the Children.^[4]

MacHeist II

MacHeist II began in Nov. 2007 with the creation of a character named Malcor, a computer hacker with a grudge against "Apple fanbois." As a prank, the owners of a number of small Apple-related blogs were contacted by Philip Ryu and asked to participate in the MacHeist II marketing scheme. On Nov. 16, glennwolsey.com was defaced for 24hrs with the image of a rotting apple. The site was hosted by Media Temple[1] and runs the WordPress blogging engine. Both Media Temple and the site designer were apparently unaware that Glenn Wolsey had given control of his site to a 3rd party. However, during the ensuing investigation, they quickly discovered Malcor was a phony. E-mail requests sent to Media Temple were ignored while those sent to Glenn Wolsey suggested an ongoing investigation [2].

A few days later, the macapper.com site was defaced and the site owner, Miles Evans, wrote that the hack was due to a WordPress vulnerability [3].

It is worth noting that Glenn and Miles are all involved in the macapper.com site. [4], [5].

Again, the parties involved remained silent and allowed the situation to escalate, both within the Apple and OS developer community.

Finally, applematters.com and iphonematters.com were defaced. In this case, however, their hosting company (EngineHosting) immediately took the site down and began an investigation. When they discovered the prank, they notified both their clients and the public that neither their commercial product (Expression Engine) or their hosting service were vulnerable to this attack [6]. Subsequently, Hadley Stern apologized and admitted the hoax [7].

Over the following 24hrs, the owners of macapper.com, macheist.com and glennwolsey.com posted explanations of their involvement [8], [9], [10].

The final bundle contained 14 applications: 1Password, CoverSutra, Cha-Ching, iStopMotion, Tiki Magic Mini Golf, Wingnuts 2, Awaken, TaskPaper, Speed Download 4, AppZapper, CSSEdit, Snapz Pro X, Pixelmator with VectorDesigner unlocked after $300,000 had been raised. There was an offer for people who refer a friend to receive LaunchBar and NoteBook. In all, $500,000 was raised toward the various charities.

MacHeist III

In early 2009, enciphered ads started to appear on RSS feeds for Mac related blogs. They were encrypted with rot15, similar to rot13:

Ztte pc tnt dc BprWtxhi iwxh lttz. Hdbtiwxcv’h vdxcv sdlc…
wiie://lll.bprwtxhi.rdb

Decrypted:

Keep an eye on MacHeist this week. Something's going down...
http://www.macheist.com

Macheist III began on Friday, February 6, 2009 with the first nanoMission. On February 13, 2009 the first official Mission began. The member base was divided into four teams to compete.^[5]

The MacHeist III bundle's content was revealed during a scheduled live show lasting from 8:00PM EDT to 10:00PM EDT, March 24. Hosted by Veronica Belmont, Chris Pirillo, and Lisa Bettany,^[6] the show revealed each app one by one. The initial apps were iSale, Picturesque, SousChef, World of Goo, Phoneview, LittleSnapper, Acorn, and Kinemac. Big Bang Board Games was also given to the first 25,000 purchasers. ^[7] Users who referred friends received pop-pop and the Koingo Utility-Package for one and two referrals.^[8] The unlockables, in order, were Wiretap Studio (set to unlock at $100,000, and did so, just 16 hours after the bundle was released).^[9] , BoinxTV (set to unlock at $400,000, and did so the morning of April 5)^[10] , and a mega-unlock, The Hit List, and Espresso (set to unlock together at $500,000, which was achieved a while before the end of the promotion).^[11] Additional "Bonus Applications" Cro-Mag Rally^[12] and Times were added March 31 and April 4, respectively, to boost sales. The Bundle concluded April 7 at Midnight with a total of 88,401 copies sold and $842,648 raised for charity. ^[13] After the sale closed, one final app, AppShelf, was added along with a downloadable file containing a purchasers license info in an AppShelf plist file.^[14]

Criticism

MacHeist I was criticized by several members of the Mac community, most notably John Gruber of the Daring Fireball blog,^[15] Paul Kafasis of Rogue Amoeba Software,^[16] and Gus Mueller of Flying Meat Software, who later participated in The Macheist III Bundle with Acorn.^[17] Some independent Mac software developers who chose not to participate in MacHeist felt that the proclamation from the MacHeist organisers that it was "The Week of the Independent Mac Developer" was an inappropriate form of marketing.

While exact royalty payment amounts have not been released to the public, Gruber and others questioned the value of the promotion to the participating developers, citing offers made to developers of around US$5,000 per application, whereas the MacHeist bundle grossed nearly US$800,000. Gruber's estimates indicate that the net profits for the MacHeist team likely far exceeded the total charity donation and the royalties paid to participating developers combined. Additionally, some thought that setting goals to "unlock" NewsFire and TextMate in terms of dollars raised for charity was deceptive and unethical.

However, several of the developers whose applications were featured in MacHeist I, including Wil Shipley, author of Delicious Library, defended their decision to participate in the promotion.^[18] They cited exposure to new users, the potential for increased upgrade revenue in the future, and other factors for their participation in MacHeist I, despite the seemingly low amount of revenue generated directly from MacHeist.

There has been criticism of MacHeist II, with some customers being charged multiple times for the software bundle despite the website proclaiming that 'the order can not be processed'. In addition to this, the support services provided by John Casasanta and the rest of the MacHeist team has been ridiculed as they initially refused to respond to customer complaints about the problem, or issue refunds for overcharging.^[19] As of March 2008, this has largely been resolved.^{[citation needed]}

During Macheist III, much criticism was aimed at the employed marketing techniques, which included encouraging customers to Tweet, through Twitter, for additional applications. Antagonists argued it was a collective spamming of Twitter users.

Community

One of Macheist's advantages over its competitors is its active forum community. During missions, members actively chat, post and talk about the presented puzzles and possible methods of approach. The Staff and Directorate (head staff) often participate in discussions. Developers also discuss their applications with the community and usually update their applications based on Macheist member feedback and bug-reports.

Clones

After the initial MacHeist I promotion, several users of the site created imitation sites. Most of these sites proved to be much less successful than the original. However, on 9 July 2007, MacUpdate began a promotion that very closely resembled the MacHeist I bundle sale, in that it sold a bundle of Mac OS X shareware applications that increased in size with a greater number of sales. The MacUpdate bundle sold nearly 2,000 copies in the first two days. MacHeist became an affiliate with this bundle, selling additional applications that MacUpdate did not along with the MacUpdate bundle. The additional apps offered by MacHeist were Exces, browseback, Linkinus and later WriteRoom. Also included was beta access to Pixelmator and FlowFTP.