Th L d f C t t P t ti The Landscape of Content Protection Technology:

Implications for Digital PublishingImplications for Digital Publishing

June 5, 2012Bill Rosenblatt

GiantSteps Media Technology Strategies

www.giantstepsmts.com

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billr@giantstepsmts.com 212 956 1045

Ways to Fight Copyright Infringement

LegalLegal

Economic

Behavioral

Technical

(Courtesy Larry Lessig, Code and Other Laws of Cyberspace)

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Ways to Fight Copyright Infringement

Legal: Strengthen copyright lawLegal: Strengthen copyright law

Economic: Make content cheaper & easier to access

Behavioral: Educate public about copyright

Technical: Use technology to enforce copyrightgy py g

(Courtesy Larry Lessig, Code and Other Laws of Cyberspace)

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Technical Methods

Proactive ReactiveProactive Limit what consumer can do

with content

Reactive Don’t limit what consumer can

do with content

Encrypt content, require special s/w or h/w to decrypt

Ti t d i

Search for infringing copies of content

Id tif th i b t t Tie access to user or device identity

Expiry date & time

Identify their source by context or examination

Create evidence for legal Expiry date & time

Limits on print, copy to clipboard, etc.

Create evidence for legal infringement complaint

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Technical Methods

DRM Content IdentificationDRM Content Identification Limit what consumer can do

with content Don’t limit what consumer can

do with content

Encrypt content, require special s/w or h/w to decrypt

Ti t d i

Search for infringing copies of content

Id tif th i b t t Tie access to user or device identity

Expiry date & time

Identify their source by context or examination

Create evidence for legal Expiry date & time

Limits on print, copy to clipboard, etc.

Create evidence for legal infringement complaint

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Pros and Cons of DRM

Constituency Attribute DRM

Publishers Piracy Maybe

Retailers Lock-in Yes

Libraries E-lending Some

Distributors, E-reader vendors

Cost to implement Yesreader vendors

Users Portability Restricted

Users Sharing RestrictedUsers Sharing Restricted

Users Borrowing Some

eReading Market Growth Fragmentation

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eReading Market Growth Fragmentation

Fragmentation:C t DRM f B kCurrent DRMs for eBooks

DRM PlatformsDRM Platforms

AZW DRM Amazon Kindle devices/apps

Adobe Content Server 4 B&N Nook Sony Reader Adobe Content Server 4 (ACS4)

B&N Nook, Sony Reader, Kobo Reader, various others

Apple FairPlay iOS (iPhone, iPad)Apple FairPlay iOS (iPhone, iPad)

“Screen shot DRM” Google Books

Fictionwise DRM B&N NookFictionwise DRM B&N Nook

Microsoft PlayReady Blio Reader

Kobo Vox DRM Kobo Vox tablet

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Kobo Vox DRM Kobo Vox tablet

DRM in Music

Paid downloads DRM freePaid downloads DRM-free

iTunes post-DRM functionality restrictions

Streams (Spotify, Pandora) encrypted

“Offline listening mode” in mobile subscription g pservices (Spotify, Rhapsody, MOG) use DRM

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DRM in Movies & TV

Protection getting stronger not weakerProtection getting stronger, not weaker

“Software hardening” to deter hacking

Impact of hacks limited

Forensic antipiracy services to catch hacksp y

UltraViolet standard for downloads: family accounts,rights locker 5 DRMs stream encryptionrights locker, 5 DRMs, stream encryption

Watermarking + encryption for early window high def

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DRM for Corporate Documents

Protect confidential informationProtect confidential information

Adjunct to corporate content management systems

Complements firewalls, DLP, SSO, etc.

Strong protectiong p

Integrated into Word, Excel, Acrobat, etc.

Integrated with identity managementIntegrated with identity management

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Content Identification in Publishing

Watermarking(Safari Booxtream)

Fingerprinting(Attributor Irdeto)(Safari, Booxtream)

Adding user identity into to downloaded eBook

(Attributor, Irdeto)

Examining files to determine their identity

User ID, real name, cc# in obfuscated or plaintext form

O i h t

y

Fancy form of pattern matching

Requires web crawling to find th i d i li Once, in every chapter, or on

every page

Legal one-click hacks possible

unauthorized copies online

Cannot identify user who copied content Legal one click hacks possible

Web crawling optional

copied content

Hacks not relevant

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Content Identification in Publishing

Watermarking FingerprintingWatermarking

Safari Books Online PDF downloads:

Fingerprinting

At least 4 of Big 6 trade

Majority of major K-12 and user’s name on every page

Harry Potter EPUB downloads: obfuscated user ID on copyright

Majority of major K 12 and higher ed

Many major STM and i it obfuscated user ID on copyright

pageuniversity presses

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Publishers Going DRM-Free?

Genres: SF/fantasy ITGenres: SF/fantasy, IT

Demographics: young/techie

…otherwise most publishers do and will use DRM

…and publishers either use it for e-lending or don’t p gallow e-lending at all

Particularly hard to imagine higher ed & profesionalParticularly hard to imagine higher ed & profesionalgoing DRM-free

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Non-Optimal Choices

Status quo Go DRM-free

Standardize strong DRM Standardize w’markingStandardize strong DRM Standardize w’marking

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Non-Optimal Choices

Status quoM k t f t ti

Go DRM-free• Market fragmentation

and slower e-readership growthg

• Or monopoly

St d di t DRM St d di ’ kiStandardize strong DRM Standardize w’marking

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Non-Optimal Choices

Status quoM k t f t ti

Go DRM-freeI ibl d i i• Market fragmentation

and slower e-readership growth

• Irreversible decision• Not practical for some

modelsg• Or monopoly • Might increase piracy

St d di t DRM St d di ’ kiStandardize strong DRM Standardize w’marking

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Non-Optimal Choices

Status quoM k t f t ti

Go DRM-freeI ibl d i i• Market fragmentation

and slower e-readership growth

• Irreversible decision• Not practical for some

modelsg• Or monopoly • Might increase piracy

St d di t DRM St d di ’ kiStandardize strong DRM• Expensive and complex• Resistance from retailers

Standardize w’marking

and device makers• Privacy issues

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Non-Optimal Choices

Status quoM k t f t ti

Go DRM-freeI ibl d i i• Market fragmentation

and slower e-readership growth

• Irreversible decision• Not practical for some

modelsg• Or monopoly • Might increase piracy

St d di t DRM St d di ’ kiStandardize strong DRM• Expensive and complex• Resistance from retailers

Standardize w’marking• Privacy vs. efficacy

tradeoffand device makers

• Privacy issues• Hacks are legal

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IDPF Is Exploring a New Choice:EPUB LCPEPUB LCP

Lightweight Content Protection for EPUB 3 Lightweight Content Protection for EPUB 3

Open pro-competitive standard

Use personal information (e g name email cc#) Use personal information (e.g. name, email, cc#) as password, stored in obfuscated form

Complementary to watermarking Complementary to watermarking

Library lending (expiry period) support

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EPUB LCP is “Lightweight”

Give away password to others they can read contentGive away password to others, they can read content– “Social DRM” concept– Who do you trust with your personal information?Who do you trust with your personal information?

No “phoning home”– Heavyweight DRM depends on itHeavyweight DRM depends on it– Can be used offline (or if retailer goes out of business)

Designed to be extended for certain marketsDesigned to be extended for certain markets– More security– More business models

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Heavyweight vs. Lightweight

Heavyweight LightweightHeavyweight Lightweight

File sharing Restricted “Social”Net cnxn required Yes Noq

One-click hacks No Yes

Recovery from hacks Possible Not possible

Legality of hacks Illegal Illegal

Cost/complexity Expensive/complex Cheaper/simpler

Bus model flexibility More Less

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Security Strength of DRMs and A ti i ti LAnticircumvention Law

Illegal under Anticircumvention Law

No DRM Light DRM Heavy DRM

One-Click Hacks Available

Watermark EPUB LCP ACS4, AZW Pay TV CAS/DRM

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Models Not Possible with EPUB LCP

Separate license delivery Separate license delivery– One file, multiple sets of rights

Domain authentication Domain authentication– “Family accounts”: multiple users and/or devices

License chaining– Subscription services

Master-slaveS t f f PC t t bl d i– Secure transfer from PC to portable device

Forward-and-delete– Support for “Digital First Sale”

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– Support for Digital First Sale

Window of Opportunity

Fragmentation increasingFragmentation increasing– E.g. Kobo replacing ACS4 with proprietary DRM

Amazon at 60% market shareAmazon at ~60% market share– Tipping point between monopoly and fragmentation

E di i l b lE-reading going global– Moving into higher-piracy markets

EUPB 2 EPUB 3 t itiEUPB 2 – EPUB 3 transition– Opportunity to rectify IDPF’s historical inaction on DRM

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What IDPF Is Doing

Engaged GiantSteps to help with EPUB LCP designEngaged GiantSteps to help with EPUB LCP design

Draft requirements

Soliciting comments from knowledgeable constituents… like you!

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More Information

www.giantstepsmts.com

www.copyrightandtechnology.com

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Bill RosenblattBill RosenblattGiantSteps Media Technology Strategiesbillr@giantstepsmts.com212 956 1045212 956 1045www.giantstepsmts.comcopyrightandtechnology.com

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