Basically: it’s our fault, yet I’m asking you to lock arms with us and walk through this phase of our development by accepting this change. We’ve already seen a major improvement in the usefulness and experience of our products, and we’re excited to continue down this path in 2020 and beyond.The next step is to actually move to paid upgrades to finally align our pricing policy with how we want to build products as a company. Stopped advertising free upgrades as a policyĭespite not advertising it anymore, in 2019 alone we were proud to give away over $8M worth of claimed free upgrades to major new products like DeNoise 6 => DeNoise AI, InFocus => Sharpen AI, Adjust 6 => Adjust AI, and Studio 2.Massively shifted our internal goals to prioritize improving existing products over releasing new ones.Consolidated all of our offerings into a single product per category (noise reduction, sharpening, effect creation, etc.).Since realizing this, we took some major steps to improve in 2019: We were not thoughtful enough about aligning our pricing structure with continuous improvement of our products. Although it started out with good intentions, our free upgrade policy ultimately prevented us from delivering the best possible products to you.Make no mistake about it: this situation was 100% our fault. We ended up with several different products that did similar things, which caused confusion about which tool to use. Despite our best intentions, we found that we weren’t focusing as much as we wanted on improving our existing products. Product development and research is expensive! It turns out that if we can only earn money by releasing new products, there’s a very powerful internal incentive to only do that. Conceptually, this felt really good to us we loved the idea of acting differently than faceless corporations by giving ongoing value for free instead of charging for every little thing.Within the last few years, though, we started to realize something. One of the ways we did this was by offering free major upgrades for all of our products. When we started Topaz Labs many years ago, we tried hard to figure out ways to show this through actions instead of just words. I have an announcement that may seem like bad news at first, but will end up being good news in the long run: Starting in August 2020, we will charge for product upgrades to DeNoise AI, Sharpen AI, Gigapixel AI, and Mask AI.Every company says that they value their customers. I hope you’re off to a great start in 2020. Hello everyone! If we haven’t already been acquainted, I’m Eric, CEO of Topaz Labs.
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