the floor pan of the car. After the car fires Tesla pushed a software release out to its users. While the release notice highlighted new features in the release, nowhere did it describe that Tesla had unilaterally disabled a key part of the smart air suspension feature customers had purchased.
Only after most of Telsa customers installed the downgrade did Tesla’s CEO admit in a blog post, “…we have rolled out an over-the-air update to the air suspension that will result in greater ground clearance at highway speed.”
Translation: we disabled one of the features you thought you bought. (The CEO went on to say that another software update in January will give drivers back control of the feature.) The explanation of the nearly overnight removal of this feature was vague “…reducing the chances of underbody impact damage, not improving safety.” If it wasn’t about safety, why wasn’t it offered as a user-selected option? One could only guess the no notice and immediacy of the release had to do with the National Highway Safety Administration investigation of the Tesla Model S car fires.
This raises the question: when Tesla is faced with future legal or regulatory issues, what other hardware features might Tesla remove or limit in cars in another software release? Adding speed limits? Acceleration limits? Turning off the Web browser when driving? The list of potential downgrades to the car is endless with the precedent now set of no obligation to notify their owners or ask their permission.
In the 20th century, if someone had snuck into your garage and attempted to remove a feature from your car, you’d call the police. In the 21st century it’s starting to look like the normal course of business.
What to Do
While these Amazon, Google, Apple and Tesla examples may appear disconnected, taken together they are the harbinger of the future for 21st century consumers. Cloud-based updates and products have changed the landscape for consumers. The product you bought today may not be the product you own later.
Given there’s no corporate obligation that consumers permanently own their content or features, coupled with the lack of any regulatory oversight of cloud-based products, Apple’s and Tesla’s behavior tells us what other companies will do when faced with engineering constraints, litigation or regulation. In each of these cases they took the most expedient point of view; they acted as if their customers had no guaranteed rights to features they had purchased. So problem solving in the corporate board room has started with “lets change the feature set” rather than “the features we sold are inviolate so lets solve the problem elsewhere.”
There’s a new set of assumptions about who owns your product. All these companies have crafted the legal terms of use for their product to include their ability to modify or remove features. Manufacturers not only have the means to change or delete previously purchased products at will, there’s no legal barrier to stop them from doing so.
The result is that consumers in the 21st century have less protection then they did in the 20th.
What we can hope for is that smart companies will agree to a 21st-Century Bill of Consumer Product Rights. What will likely have to happen first is a class-action lawsuit establishing consumers’ permanent rights to retain features they have already purchased.
Some smart startups might find a competitive advantage by offering customer-centric products with an option of “no changes” and “perpetual feature rights” guarantee.
A 21st-Century Bill of Consumer Product Rights
- For books/texts/video/music:
- No changes to content paid for (whether on a user’s device or accessed in the cloud)
- For software/hardware:
- Notify users if an update downgrades or removes a feature
- Give users the option of not installing an update
- Provide users an ability to rollback (go back to a previous release) of the software
Lessons Learned
- The product you bought today may not be the product you have later
- Manufacturers can downgrade your product as well as upgrade it
- You have no legal protection.
This post first appeared on Steve Blank’s blog.