introducing digital rights management willms buhse [email protected] october 2002, vilnius
TRANSCRIPT
The Context
Descriptive Overview: Technical Protection Measures (TPM) vs.
Digital Rights Management (DRM)
DRM Infrastructure
Selected Business Models
DRM-based Product Offering for the Media Industries
Overview
Digital Products
entertainment: music files, movies etc.
publishing: documents, patient records, school books
Piracy
of physical representations, e.g. CDs (over 50%)
on the Internet via filesharing networks, e.g. Napster, Gnutella
Security
integrity of data and privacy protection
The Context
Definitions:
Technical Protection Measures (TPMs)A technology that offers entertainment and publishing companies to secure and protect content such as text, audio and video from unauthorized use. They work by impeding copying e.g. by marking digital files for identification (Watermarking or Fingerprinting) or by encrypting.
Digital Rights Management (DRM)The management of rights to digital products for content providers and content users including time- and usage-based business models such as renting, subscription and promotion.
Definitions and Context between TPM and DRM
Digital Rights Management Cycle
Industry Trends
CONTENT SUPPLIERS-Demanding DRM- infrastructure in place-Licenses to digital content become available
CONSUMERS-Demanding access to rich media content-Increasing access to bandwith.
CLOSED NETWORKS- DRM only as billing tool
OPEN INTERNET- Uncontrolled- Awash with illegal content
ENVIRONMENT- Growing political support for IP protection. - Legal frameworks emerging
TECHNOLOGY- Complex, developing- Networked authentication- Trusted Computing- Security updates online
WALLED GARDENS- Ideal environment for DRM
- Opening up to the digital world- Increasing need for DRM
- Becoming more controlled and secure- Authenticable via Liberty Alliance, Passport etc.
Market Penetration and
Acceptance of DRMs
DRM Infrastructure Concept
ADo2RA
Mobile phonesCDs
DVDs
MusicPublishing-
productsSoftware &
GamesVideo
Set-top Boxes
PCsPortals PDAs
Preparation
Packaging
Distribution
Licensing
Rightslocker
Business Models for the Private and Public Sector
SubscriptionDistributionPromotion
B2B
Protected Radio Promotion
Collecting Business Contactswith superdistributed Whitepapers
Market Reports
Manuals
Documentation
Digital course material
eLearning/eUniversities
Research Center
B2C
Promotional MMS
Tokenbased Branding (on-offline)
Data Mining: User Infos for free content
Time out content with link to Purchase
Content via websites and retail
Pre-installed content on CDs and Harddrives
Artist FanZones
Branded Clubs
Digital Libraries
Artist Subscription: BeFANattic
Using BeFANattic, Arista artists BoyzIIMen make exclusive content and services available only to their fans at www.boyzIImen.com:
Secure audio and video files, studio clips and access to unreleased music tracks.
Branded instant messaging, message boards, chats with the artist, exclusive merchandise, advanced ticketing.
BoyzIIMen‘s objectives:
Build a community of fans to test / buy music.
Promote new album “Full Circle”.
Create a new revenue stream.
Mobile Content
Combination of Content Application (Java) Service
Business Models Subscription Super-Distribution (MMS) Streaming and Download Text, Music, Games, etc.
Mobile Solutions with DRM
Copy-protected and DRM-enabled CD
Two sessions: one plays on CD players, the other on PCs and any DRM enabled
devices.
Cross-promotion of artists/authors, bonus tracks, video clips, biographies, games, or interviews.
Protected multimedia content for commercial or promotional purposes.
Content can be consumed based on business rules.
Thank you!
Willms Buhse
Hamburg / New York Tel: 040 8222 10 506Tel: 001 212 782 7693 [email protected]