realities of managing digital rights gail dykstra dykstra research elibraries 2003 new york, may 6,...
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Realities of Managing Digital Rights
Gail DykstraDykstra Research
eLibraries 2003 New York, May 6, 2003
Gail Dykstra Dykstra Research
Today
• Reality is being squeezed• And the response is ….• Libraries need 4 facets for strategy
Squeezed On All Sides
Caught in the Middle
• Consumer’s rights
• User behavior
• User’s expectations for content
• Library has exceptions
• Creator’s rights
• Pay to play
• Content business models
• Library sets practices & example
Caught in the Middle Again…
• Access issues
• Institutional response
• User behavior
• No Administrative Policies
• Laws, licenses & liability
• Implementation
• Indirect control (if at all)
• No realistic administrative policies
Out Of The Middle
Libraries have been here before• Content • Collection• Creation• Setting metadata standards
Columbia University
• You are responsible for what you do on the network.
• You must respect copyright.• The University must take appropriate action.• File-sharing programs automatically distribute
files.• File sharing help… for removing or disabling
…..http://www.columbia.edu/cu/policy/copyright-info.html
Libraries Actively …..
• Educate users• Only accept non-infringing behavior• Identify content preferences• Define best practices • Engage technology standards
Strategy
Public & Institutional
Policy
Standards Business & Behavior
Technology
Technology
• Digital Rights Management (DRM) Definition
Definition
Functionalities
Enforcement & Roles
• Security policies & procedures• Enforce password access
• Identity-based roles• Personas
Rights Protection Software
Digital Rights Management (DRM) 4 As
• Authentication• Authority• Access• Accountability
DRM permits smooth, secure, trusted and persistent movement of digital works from creators and publishers to retailers and consumers
DRM Technologies & Services• Software Encryption, wrapping, watermarking
• Hardware eBooks, consumer games, mobile devices PCs & servers
• ServicesCopyright & licensing collectives.Point of permission services
• IP Asset Management SystemseLicensing & digital asset management
Encryption Technology
EncryptionCreate Digital Content
SEND SET- Content - Access- Metadata - Use
Firewall
Anywhere
DRM Technology
EncryptionCreate Digital Content
SEND SET- Content - Access- Metadata - Use Firewall
Digital Content
SET- Access- Use- Track & Report
Anywhere
DRM Concepts
• Identity- Person
- Device- Both
• Authenticate- Content- User name (alias, position, security)- Persona (person, position, use of content)
DRM Technology Concepts• Content & license info included
• Software allows identityPerson, device, or both
• AuthenticateContent
User name (alias, position, security)
Persona (person, position, use of content
DRM Reference ArchitectureContent Server
ContentRepository
ProductInfo
DRMPackager
Client
RenderingApplication
DRMController
Encryption
Content
Metadata
Identity
Encryption
Keys
Rights
License Server
Rights
EncryptionKeys
Identities
LicenseGenerator
FinancialTransaction
With Permission of Bill Rosenblatt, Giant Steps Media Technology Strategies
Functionalities
• Access Controls
• Usage Controls
• Tracking
• Encryption <H>• Subscription <M>• Registration/Password <M>• Click-through <L>
• Read-only <H>• Read & Print <M>• Full <L>
• Watermarking/Digital footprints <H>• Online/Clearinghouse <M>• Voluntary user compliance <L>
DRM Words & Concepts Used
Syndicators“More is best”Solution-based;web deliveredCONTENT- competitive
E-MarketplacesRevenue-based feesOffer Source, type/topic & filtering for one-shot use or streaming
Aggregators“Redistribute, Research, Re-use”Revenue; Proprietary products & softwarePRODUCT-Competitive
Subscription or Pay per use modelsFamiliar database models based on republished rightsTraditional CA & research suppliersUser-based feesLicense embedded in content-biblio, FT & A&I systems
Software“Lock it up”Encrypt; Punitive
EncryptionWatermarkingWrapping technologiesLicensed software fees or percentages of revenue
Services“Make it easy to do the right thing”Requires WEB Browser
Copyright CollectivesLicense rights; Don’t usually deliver the contentSet fees; Percentage of content licensedHonor system
Rights Models
• User authentication• Content integrity• Types of rights • Types of users• Extent of rights• Costs• Tracking• Payment
• GranularityBusiness
Product
Market
Channel
Features
Functionalities
Purchase Options
Updates
“So What” Factors
DRM technologies change how you:• Purchase content• Research • Collaborate with others• Everyday decisions on protecting content• Lead investment and use of DRM for corporate compliance
Business & Behavior
• Piracy & unauthorized copying
• Enterprise Content Management (ECM)• Libraries as institutions or businesses• Coming soon ?
Attitudes & Behavior
Do it Questions Free Disrupt Explain
1990 1992 1997 2003 2006
NamesWWW Texaco P2P P2P decision(s) corporate impact
Verizon
Quotes
• … The biggest whines were about the fact that the e-book couldn’t be duplicated once it was downloaded. It’s an emotional issue. People hate copy protection, partly for good reasons (it’s hard to make legal personal copies) and partly for bad reasons (it’s hard to steal). I received many email messages informing
me that I was greedy, shortsighted and foolish… Scott Adams (Dilbert)
As cited in the recent Association of American Publishers & American Library Association study on e-books and DRM (see list of resources)
Quotes“Piracy has been systematically encouraged by a generous supply of
Internet services, products and tools…. There is no free lunch… In the end when someone gets ripped off… someone else is getting screwed.”
Peter Chernin, CEO Fox Group & President & COO of News Corporation at Comdex 2003
“Is DRM the answer to a question we’re not asking? How do we burn this library down for good?”
Cory Doctrow, Electronic Frontier Foundation at ETECH Conf 2003
“There was lots of talk about value propositions… nobody has come up with a value proposition that customers want/ But they never said the people setting the policy don’t trust or respect the customer. And there are moves afoot to mandate and require DRM so the current customer-unpopular value propositions are shoved down our throat. Did anybody mention this? Nope.
Nathan Torkington, in talking about an software developers’ industry panel
Quotes
… Forgive me for being simple-minded, but I believe that the Number One Preference is not to have DRM at all. There is no 'need to protect the security... there are only self-serving,
short-sighted, greedy and customer-hostile desires to do so. Semi-anonymous liblicense Listserv
… I fear that Digital Rights Management today is Political Rights Management tomorrow… embedding these kinds of technological controls into the very architecture of computing has the capacity to become a form of political control in the not so distant future.
John Perry Barlow, “Wrapped in Crypto Bottles”
Numbers
• 2,804,674 Kazaa downloads per week
• 60M Americans downloaded MP3 files• 500M Worldwide downloads• 220 million Kazaa downloads (5/3/03)• # 1 Downloaded song: In da club- 50 Cent (4/28/03)
• 15% Decline in CD shipments since 2001• 56% Increase in sales of MP3 Players since 2001• 1.7 billion sales of blank CDs 2002• 40% leaked info from inside company (estimated at costing business $6B per year)• 80% software game piracy originates inside company
Current News
Vindictive DRM?
• Music Companies explore software:- Trojan horse (redirects to official site)
- Freeze (program locks computer OS)
- Trackbacks (identify users & sends email)
- Spoofing (sends false music files)
- Denial of service attacks- Silence (Erases legitimate files)
- Interdiction (Prevents use of network while downloading “unauthorized files)
Apprehensions
“…technologies that could be very effective in combating piracy on peer-to-peer networks but are not widely used because some customers … feel uncomfortable with current ambiguities in computer hacking laws” Randy Saaf, President of MediaDefender
Piracy & Unauthorized Copying
Recording Industry Association of America
• Sends letters to 2500 university presidents• Sends Fortune 1000 corporate guide to licensed use, policy & practices• Sends Instant Messages (IM) to millions of “Chat” users from download software sites. Messages warn people that an illegal software download and points them to legal download sites.
Work Functions - Clusters
• Access / Search
• Creation / Collaboration
• Production / Distribution
• Secure
• Track / Report
Content Management
Enterprise Content Management (ECM)
The technologies and tools used to create, capture, customize, deliver and manage content across the Enterprise
Association of Imaging and Information Management (AIIM)
What if?
The way we think about Enterprise Content Management (ECM)m will change…
The technologies and tools used to create, capture, customize, deliver, manage and persistently protect content across the Enterprise
Collaboration – DRM Potential
• Inter & Intra organizations
Microsoft Alters Behavior• NEW … Windows Information Rights Management- Late 2003
Office 2003 – DRM built into Outlook, Excel, WORD, PPTXrML-based standards
• Coming ...Palladium (2004/5)
Embedded in OS (operating system)“Trusted Computing”To succeed, Microsoft needs OED-opt-in & buy-in
• Continuing …Windows Media Player & Windows Media Rights Manager
MusiceBooksStreaming Media/Video
DRM — Markets + Indicators
EARLY MARKET
DEPLOYMENT
ADOPTION
ASSIMILATION
CHASM
DRM — Markets + Indicators
EARLY MARKET
1994 - 2001
Market
Business Models
Standards
Users
Relationships
DRM — Markets + Indicators
CHASM
2001-2002
Market
Business Models
Standards
Users
Relationships
DRM — Markets + Indicators
DEPLOYMENT
2002-2003
Market
Business Models
Standards
Users
Relationships
DRM — Markets + Indicators
ASSIMILATION
IT world changes too fast to predict
DRM — Markets + Indicators
ADOPTION
2005
Market
Business Models
Standards
Users
Relationships
Different Uses
Publishing• Corporate product• PDF, online and e-book
and data formats• Wide variety of devices• Typically, a one way
channel
Enterprise• E-mail• Documents (PDF, MS
Office, Specialized)• Technical drawings • Web portals, internal
and extranet• Collaborative &
business value chains
Cultural Institutions• Heritage Uses
Museums, Archives & LibrariesExamples:
- Library of Congress- OCLC- “Digital Libraries in the Classroom” $9.5 m grant from the Joint Information System Committee & the US National Science Foundation
Standards• Metadata• Applications• Policies
DRM Standards
DOI Digital Object Identifier
• ID for online content• Links source to rights clearance systems• eBook
XrML Extensible Rights Markup Language
• XeroxParc created 1995• ContentGuard licenses and promotes• Microsoft, SONY• Evolving standard
ODRL Open Digital Rights Language
• Created in 2000•Mobile devices
<indecs2> RDD• B2B content rights• Ambitious, cross-media
Applications
• Content management
• Content use (COUNTER Code of Practice)• Categorization software
Numbers
• 97% Library standards and Practices:
Creating/organizing a digital library
Digital rights management and copyright
Metadata
Collection development and management
• 46% Librarians want training in digital rights
OCLC Library Training and Education Market Needs Assessment Study
Outsell, Inc. for OCLC Institute
Libraries Need• Assurance of integrity of product and content
• Solutions for tracking & paying- Make it easy to do the right thing- One-stop solution for licensing, accounting and paying
across multiple databases- Seamless transitions for users to license (charge-back
options) - Licensing options to serve different-users, functions,
technologies, platforms, products
• Library-oriented DRM analysis - Potential, companies, products, markets, costs &
technology
Libraries Need User experience: Make content easy to use
Keep users within your siteIcon on your siteSeamless … LicensedNo payment (Corporate – Need personal or purchasing codes) All formats: Digital, re-license, copy, distribute
TechnologyStandardsAll platforms & scalableEmbedded /wrapped codeBalance pain // gainSecurity levelsOne install vs. multiple expenses & serial installations
Libraries Need
• Compliance (Federal and State)• Accountability• Educational role (eLearning, distance
education)• Instructional requirements for audio, video,
graphics• Mix of original and licensed content• Student-derived works
Public & Institutional Policy
Open Access
• Copyright Commons• Research Commons• Digital Heritage
Institutional Policies
• Copyright – University of Washington• Library as University Publisher-Reuters• Technology Transfer – IP Offices
Digital Rights Policies Include: • Mission
• Institutional policies for academic speech, student behavior, honor codes
• User profile, expectations & behavior
• Content - Do you own the content? Licenses?
• Educational and research prerogatives and priorities
• Technology neutral or specific (as fits)
• People
Balancing Control & Access
• DRM is affects access, copyright and privacy
• Balancing creator’s rights, content vendor copyright, and user needs
• Regulation vs. Market-Control Models
• Nobody wants a “Sony Bono” government imposed DRM solution
Public Policy
• Digital rights are a public policy issue • Public’s attitude towards DRM
- What do they know?
- What do they want?
• Legislative, regulatory & copyright issues around DRM
- Encryption
- Mechanical
- Privacy
- “Reasonable access by reasonable people”
Policy Issues - Privacy
• Institutional-What to do about identifying users?
- Who has access? Internal & External
- Research can see competitive threat: Connecting - identity & use & research strategy
-Device interoperability requires common network identity
• Personal - Reasonable people want reasonable access
- Are privacy & reasonable personal use compatible?
- Does privacy compete with “fair use?” - New groups on the scene representing “consumers”
ResourcesDigital Rights Management- Business and Technology (William Rosenblatt et.al. New York: John Wiley, 2001 ISBN 0-7645-4889-1)
DRM Watch http://www.giantstepsmts.com/DRM%20Watch/tech.htm
What Consumers Want in Digital Rights Management (DRM). (Hill Slowinski. American Association of Publishers and American Library Association, 2003) http://www.publishers.org/press/pdf/DRMWhitePaper.pdf
Or
http://doi.contentdirections.com/mr/aap.jsp?doi=10.1003/whitepaper1
Access Granted: DRM for Brave New World. (Gail Dykstra. Information Highways, April 2003) http://www.econtentinstitute.org/infohighway/0303/toc.asp
ResourcesIt’s All Free (Lev Grossman. Time, May 5, 2003, pp. 60-69)
Software Bullet Is Sought To Kill Musical Piracy (Andrew Ross Sorkin. New York Times, May 4, 2003, pp. 1, 36)
Dykstra Research
10550 NE 29th Street, Suite E
Bellevue, WA 98004
Bus/cell: 425.241.4632
Content Licensing & Digital Rights Management