A digital editing program by any other name

NewsFactor Network writes: “Brand-conscious buyers may be common in the fashion industry where products have few utility-based features of differentiation. Similarly, they play a part in soft drinks and consumer electronics. But in knowledge-based industries, most particularly the software industry, things are different — or at least they ought to be. KPresenter may be a better application than PowerPoint, but if an office worker says, “Send me this in PowerPoint,” a knowledgeable user must assume he or she means
“Microsoft-brand PowerPoint” and is not casually saying “an openly-readable digital slideshow format of your preference.” If the second scenario were the case, KPresenter
would have the chance to grow quickly in the normal (non-techie) business environment.”