The Carrot or the Stick: Opportunities and Challenges in Rights Technologies
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Transcript of The Carrot or the Stick: Opportunities and Challenges in Rights Technologies
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The Carrot or the Stick:Opportunities and Challenges in Rights
Technologies
Bill Rosenblatt
November 4, 2013
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About GiantSteps
Consultancy focused on content & rights technologies
Clients include copyright owners, service providers, technology vendors
Advisory work for public policy and standards bodies on digital copyright
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Rights Technology Innovation in Asia-Pacific
Sources: OECD, IMFDevice Producers Content Producers
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Gross Expenditureon R&D (USD Billion)
Rights TechnologiesOutput (researchpapers)
Rights TechnologiesR&D Index
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Carrots and Sticks
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Carrots and Sticks and Rights Technologies
Creative content models
Licensing automation
Encryption (DRM, CAS)
Piracy monitoring
Upload filtering
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Technologies
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Encryption Technologies
DRM– Generally refers to encrypted downloaded files
CAS– Encryption of streams/signals over managed network
Stream encryption– Over unmanaged network (Internet)
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Where Has Encryption Succeeded?
Time-bounded access
Content bundled with devices
Managing risk during transition from physical to digital
Reducing personal infringement (“oversharing”)
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Digital Transitions and DRM
DRM manages risk in new digital markets– Risk of infringement by tech-savvy early adopters– Protection of service providers’ investment
When leader emerges, DRM becomes less necessary– Service providers’ investments recouped– Inconvenience of leaving leader’s ecosystem is like form of DRM– And competitors will respond with DRM-free anyway
Case in point: music downloads
E-books may be next
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Time-Bounded Models
Subscription music
Subscription over the top video on demand
Library e-book lending
E-textbook rentals
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Bundling Content with Devices
Original bundled network/device model: Managed networks, CAS
Mobile phones with free music downloads
Subsidized e-book “lending”: Amazon Prime Kindle Owners’ Lending Library
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Where Has Encryption Failed?
Legacy emulations if kept around too long:DRM for music downloads
New time-based models if introduced too early:e-book rentals
Bundling content with unpopular devices:Nokia & Sony Ericsson music services
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Content Identification
Identify content on download or “in the wild”Take action:
– Flag infringement– Block upload– Monetize with contextual ad– Suggest legal alternative
Techniques– Fingerprinting– Watermarking
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Content Identification Techniques
Watermarking
Embed invisible/inaudible data before or during distribution
Can be up to a few dozen bytes
Software to detect watermarks in files
Can contain user information
Content must be watermarked
Fingerprinting
No change to content required
Run sophisticated algorithm to compute “fingerprint” of file
Match against fingerprint database
Does not contain information
Works with all content
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Where Has Content Identification Succeeded?
Identifying music & offering buy opportunity (F)
Monetizing uploads with contextual ads (F)
Second screen apps (F or W)
“Social DRM” for e-books (W)
Extra protection with DRM for high-value video (W)
Piracy monitoring (mostly F)
Filtering file uploads (F)
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Licensing Automation:Identifiers & Rights Registries
Online database of rights information for content
Standard identifiers for content
Problem badly needs to be solved
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Licensing Automation Challenges
Identifiers: what do they identify? IP (abstract), product, whole vs. part
Machine-readable rights descriptions
Registry ownership, governance, maintenance
Private sector progress vs. antitrust concerns
Fragmentation by media type and geography
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Too Many Standards
Music
ISRC
ISWC
GRid
Publishing
ISBN
ISSN
DOI
Video
ISAN
EIDR
UMID
General
URN
URI
Handle
XRML
MPEG REL
ODRL
RightsML (news)
CC REL (Creative Commons)
PLUS (images)
PRISM RL (periodicals)
Identifiers Rights Description Languages
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ID/Registry Initiatives
Public Sector/Non-profit
Global Repertoire Database (music)
International Music Registry (WIPO)
UK Copyright Hub
Copyright Data Clearinghouse (Japan, music)
Korean Copyright Exchange
Private Sector
ImageIRC – Getty Images
Book Rights Registry – Google
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Missed Opportunity: Book Rights Registry
Book Rights Registry
PublishersPublishers
Publishers
Service Providers
Metadata &Rights
Metadata &Rights
Content
Content
Metadata,Rights,
PaymentsPayments
Payments
LibrariesLibraries
Libraries
Content
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Opportunities
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Economic Incentives
Economics are the primary issue
Underlying economics of rights technologies:– Copyright owners benefit – Downstream entities bear much of the cost
Strategies:– Lower the costs– Turn sticks into carrots
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Lower the Costs
Explore lightweight mechanisms to encourage widespread adoption
Instead of “arms race,” match security strength to user behavior and economic realities
Rely on anticircumvention laws in many countries
Develop policies that spread costs equitably throughout content value chain
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Convert Sticks to Carrots
Find a behavior that could be infringing
Find someone who benefits from it
Track and monetize the behavior
Best example:
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Thank You
Bill RosenblattGiantSteps Media Technology Strategies
www.giantstepsmts.com
Blog: copyrightandtechnology.com
Twitter: @copyrightandtec
+1 212 956 1045
감사합니다