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Digital Rights Management (DRM) in the Mobile Environment
T-109.7510 Research Seminar on Telecommunications Business
30.03.2006
Yrjö Raivio
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Contents
Introduction Internet and Mobile Lessons DRM
• Basics• Open Mobile Alliance (OMA) DRM
Business Models• Types• Superdistribution
Pricing Conclusions
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Introduction
Mobile capabilities are increasing steadily• Memory GBs• Broadband connectivity• Stereo sound• Colour screen• 300 million smart phones by 2009 (DTC 2005b)
Both branded and user created content Some Internet business models have succeeded Peer-to-Peer (P2P) popular in fixed Internet, mainly illegal
file sharing How to accelerate content usage in mobile environment?
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Market size for Mobile Services
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Analyst Estimates about the Future
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Internet Lessons
Long Tail important Various business models Music distribution
• iTunes• MusicMatch, Qtrax• Wippit
Openness• Donations: Wikipedia, McAfee• Flickr->Mappr->KrazyDad• Creative Commons license
P2P• Legal distribution: Peer Impact• Streaming: Grouper, Mercora
Copyright can be content owner’s worst enemy
Source: Castro 2005
Mass marketDRM needed
Niche marketDRM needed?
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Mobile Lessons
Walled Garden Mobile society prefers complicated systems WAP problems
• Revenue sharing • Technology• Scope (ref. Long Tail)
iMode succeeded better but E2E controlled by one player SMS trap
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Digital Rights Management
DRM can solve most of the Information Security challenges
• Confidentiality, Integrity, Authentication, Access control, Anti piracy protection, Non repudiation
• Availability (DoS) out of reach
DRM Architecture• Content: intellectual property• Users: anybody in distribution chain• Rights: permissions, constraints &
obligations
DRM includes several technologies• Encryption, Signature, Watermarking,
Metafile, Security protocols
Source: Iannella 2001
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OMA DRM Architecture
Source: OMA 2006
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OMA DRM Features
OMA DRM 1.0: September 2002: Ring tones, MMS OMA DRM 2.0: March 2006
• More content types, better security• Several delivery mechanisms: Push, Pull, Push & Pull, Streaming• Superdistribution• Export to other DRM systems and non cellular devices
New business models• Gifting• Rewarding• Subscription to bundles• Metered time • Store to backup, use later• Usage constraints
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Business Models
Content type: file, streaming Delivery method: client-server, P2P, multicast & broadcast Subscription
• Access to predefined class of content• Simple to understand and charge• Promotional model: user can select the class and pay accordingly
Pay-per-view/use/download• Charge per transaction• Does not suit for data as well as to voice• Complicate charging, discourage to use?• Micropayments: similar but with higher accuracy (URL etc.)
Superdistribution, partly overlaps with the previous
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Superdistribution
Open Consumer-to-Consumer distribution Sharing not restricted; separate license for consumption Gifting: share content with friends who can use it for a
limited time free Rewarding
• Viral marketing, community effect• Distributor will earn a commission of each charged share
Advertising supported by profile information Streaming?
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Pricing
Distribution• Currently MB can cost up to 20 €• Flat rate is the only option• Promotional flat rate enables extra income• Superdistribution free of charge
Content• Must be competitive with Internet• Operator delivery systems should utilize
subscription & promotional models• Rewarding with Superdistribution• Operators may utilize Amazon type of
business model: commission of turnover• Interoperability with other players
Price/€
LOG DataMB
10
20
30
10 100 1000
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Conclusions
Some people behave always badly – DRM cannot give 100% anti piracy protection
Make piracy obsolete by offering competitive legal services: easy to use, competitive price
OMA DRM 2.0 enables almost any business model Superdistribution offers interesting possibilities The best business model does not necessarily mean
maximal protection
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Concluding Remarks
Thank You! - Any Questions?
References: Castro M., Costa M. and Rowstron A. Debunking some myths about structured and
unstructured overlays. In Proceedings of 2nd Symbosium on Network Systems Design and Implementation (NSDI’05), May 2-4, 2005, Boston USA. Usenix Association.
DTC. 2005b. DTC Says Some 300 Million Mobile DRM Phones Will Ship in ’09. At: http://www.findarticles.com/p/articles/mi_m0EIN/is_2005_March_30/ai_n13490154, referenced: March 27, 2006.
Forum Nokia. 2004. Mobile Services Market - Status, Evolution and Forecast. Nokia. At: http://ncsp.forum.nokia.com/download/?asset_id=11991, referenced: March 27, 2006.
Iannella R. 2001. Digital Rights Management (DRM) Architectures. D-Lib Magazine, June 2001, Volume 7, Number 6.
OMA. 2006. DRM Architecture, Approved Version 2.0 – 03 Mar 2006.