The agency is trying to help with a new decoder, but it’s a fussy market and it’s demanding. This is product placement but people need to know what the product is, what it does, and what its values are.

“You mentioned the legals. What about jurisdictions? There are laws, everywhere, for everything, and I don’t really believe we can make a One Size Fits All disclaimer.”
“You don’t need to. Nor should you. You’re marketing to an industry which hates crappy merchandise. You just include in your ads that you’ll replace or credit anything which is found to be unsatisfactory. Cheaper than lawsuits, and it helps your market image as a responsible, trustworthy, supplier. You’d have to do it anyway, and you do need to know if any of your stuff is faulty. With your unit cost, you don’t really have a problem. It’s one thing people never seem to understand; complaints are the best sort of quality control you can have. If the shipping goes haywire, you’re covered. If the delivery screws up, it’s covered. Nobody can say that you didn’t respond, and your own people will know that they have to do it.”
“Er, Al, what about if the decoder doesn’t decode, for whatever reason?” asked Bill, whose instincts were inclined to believe that Murphy’s Law was likely to intrude on this idyllic vision.
Simon looked puzzled, then intrigued.
“Interesting point. The decoder can operate with any version of any known computer language. That said, there’s a lot of custom code which is only for special users. It’s not supposed to be read by anyone else. We tried synthesizing an unreadable code, a thing that uses symbols with variable random values to operate hardware and software, meaning that the same line of code doesn’t mean the same thing twice, but the code still runs. We made sure it wouldn’t run on any normal computer or even on mainframes with special software to read codes. The old decoder read it, gave us an analysis of how it worked, and wrote a new bit of code for itself to read it in future. The new model decoder did that and then went in and rewrote the synthetic code, eliminating about half of our original design and getting it to run six times faster….
In theory, you can write a code that can’t be decoded unless you can establish values for enough of the elements to read it. You could only write a code that was really unbreakable if you were unable to read it yourself. Most computer code is really a numerical interaction, like a calculator, just expressed as code. To make a code like that, you’d need hardware which could handle a different configuration of data, into something like sign language. Even then you’d still have to create a code that didn’t use the same sort of operating systems, and used a fundamentally different sort of processing.
You might not even use conductors, at all. Semiconductors are just that. One of the reasons computers work the way they do is because they have to deal with data and code through the conductors, which are only so efficient. It’d be more efficient to use much bigger loads than they can currently handle. To do which, you’d have to send it whole, direct to the processors. Actually, that’s not such a bad idea. If you can’t conduct enough data……. Transmit it.”
This digression had started Al thinking, hard.
“So for your decoder not to work, someone would have to retool virtually the whole of a computer’s operating systems, and the hardware, and the code?”
“Yeah, although the decoder can understand electrical impulses as a pattern, as well as something it reads directly. It can act like a system diagnostic, even for an electrician. It doesn’t matter how you say ABCDE. You show my decoder A and D, and it can figure out what and where the other letters are supposed to be, all the way to Z.”
“I actually meant faulty goods, but I wouldn’t have missed that for anything. I thought all you computer guys were about was saying how good your systems are?” asked Bill.
“Quite the opposite. We’re screaming for bigger and better data handling, because we’re getting bigger data loads and it’s getting harder to handle. The only thing going for us at the moment is that the processors can handle the current codes, because people don’t write gigantic codes….yet. The tasks don’t yet need anyone to write a hundred million lines of code. Like building the pyramids, one grain of sand at a time.”
“Sorry to interrupt, Simon; you said a minute ago that your decoder can “sense” impulses…… how, and why?” asked Al, a bit more intensely than he’d intended.
“Initially it was the wireless systems. We decided to experiment with remote coding and decoding, and it developed into something quite else. Some of our security work means that we can’t openly start tinkering with systems. We needed a remote reader, and so we built in this thing like a sort of microwave targeting system, but with a much wider range. It can read things as the processors handle them, and it can do the same job without being physically present in the building. Same decoder, but with a bit extra.”
“You mean you could read our computer here from across the street?”
“Anywhere within about two miles, as long as it’s reading enough code. At least in theory it could read, copy and run your software and anything on your computer faster than you could.”
“Hacker’s dream?”
“Not really. The remote decoder’s got a series of locks on it, security protocols, and we keep track of users. It’d be a tough thing to copy, too. To make one you need a particular series of metals, and it has a range of characteristics that would stick out a mile if used in any system, if you knew what to look for. Anyone using one of the decoders would also leave quite a trail of evidence. The use of a decoder, even a copy, would be enough to give away an unauthorized user, and find him. Decoders can sense and identify other decoders, so hacking would be like leaving your name and address with the police…… you’ve got to be a bit perverse to do good computer security. The decoder works like an anonymizer in reverse, to other decoders, if you know how to configure them to do that….. I’ll spare you the details, but there isn’t much about the decoder that could be misused by anyone without us knowing about it.”
Simon was thinking at this point that he could spend a month telling them about how much work had gone into the unique bit of hardware he’d invented to make sure it couldn’t be misused. There was even recovery software in case the decoder was burnt or destroyed by someone, molecular technology that would virtually recreate the memory using specially tagged materials. Al and Bill were so receptive to his ideas that it might be worth doing that. He now admitted to himself that he had no idea how to market his own product, at its higher levels.
“It’s strange, this. Those are all good selling points, and you couldn’t use any of them, because it would give away the game about the security. Tell me, do you have, like, a help desk, or something, for your customers?” asked Bill.
“Yeah, of course. My wife and I do most of it, apart from our technical guy, Jim, the old guy you met downstairs……. So how do we use that stuff, anyway, if we can’t advertise?”
“Am I right to say that you call setting up the decoder “configuring” it? Because, if you do, you can be as non-specific as you like about it when you advertise. All the extras could be introduced as you get to know the what the customer wants. You’re going to wind up with two types of customer; the basic user who just wants to make sure everything runs properly, and the security freak who wants to be able to monitor everything. So you have to market to both, but keep the distinction…..
Another detail is the Trade Practices Act. You don’t want to advertise a service which is so ambiguous that it can be misinterpreted. “Configuring” more or less covers it, particularly if you don’t get too expansive on what you do with it. “Configuring to your own system’s needs,” would about do it. The thing is that however good your decoder can be, it has to be doing what you say it will do in your advertising.
“That’s……so different. I spoke to someone last week who wanted to do a national campaign and really spell out everything the decoder does. She said we needed the coverage, every home should have one, the whole smoke detector thing.”
“Overkill on the overkill. Not necessarily the best bet for your security features, either. I think your best bet is something where word of mouth gets a hearing. Big campaigns work for consumer durables, breakfast cereals, soft drinks, and some forms of deodorant, but you are really stuck with how people see your product being used. They care about what happens on their computers, because they’re dependent on them. Like a car; a reputation can destroy a car faster than the roads will. Your decoder does things that need doing, where they need doing. That’s a bit of a change of culture in the computer industry, where you keep getting add-ons to add to your add-ons. Waste of money. Do a few articles in the daily press, or better still, press releases, and some of the computer zines, and you just don’t need to do much else.”
Al re-entered the conversation,
“Comes to that, Alan might want one of those, and since we had that visit from Featherman I’m starting to think we need to watch our stuff, too. Can we have a couple?”
