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Wireline and Wireless Digital Rights Management: Securing Content Distribution 2007 - 2012

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Market Segmentation

Table of Contents

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Digital Rights Management, or DRM, is the tool of choice for preventing the theft of digital content and thus for ensuring a fair deal for content providers, network operations, and the paying public. With broadband becoming increasingly pervasive, telecom operators are pumping ever increasing amounts of content into customer’s set-top boxes, PDAs, I-pods, and mobile phones in the quest to ensure customer loyalty. In many cases, the end-user equipment, such as the set-top box or the mobile phone, itself acts as the medium for buying, playing, and registering the content. Theft of content nonetheless remains a serious problem.

DRM is caught in the cross-currents of conflicting interests: content owners want to maximize royalties, service providers want to enhance margins during content delivery, and the paying customer wants a hassle-free mechanism that takes care of their rights of fair use. Several critical issues surrounding DRM continue to confound the industry as it attempts to meet the needs of all the interested parties, including the lack of interoperability between various formats and the ongoing tussle between content providers and operators over royalties.

In this study, Insight examines the content distribution market by enumerating the factors that retard or advance DRM. The report details the architectural constraints imposed on current DRM solutions by wireline, wireless, and Internet distribution schemes and quantifies the losses due to theft by peering networks, piracy, and lack of interoperability.


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    Report Excerpt

    1.1 Digital Rights Management (DRM)

    There is a tug of war going on between the hard-pressed music industry and Apple, the dominant player in the business of MP3 downloads. Steven Jobs, one of Apple’s founders and its current CEO, has suggested that major record labels distribute their music libraries without copy protection. Based on the fact that Apple dominates the industry for music downloads so completely, the idea is presently under serious consideration. The movie industry and other purveyors of entertainment are watching from the sidelines for now, but it will only be a matter of time before other segments of the entertainment industry come face to face with the same issues. Is the music industry ready to give up trying to protect its content from unfettered distribution? If every form of entertainment can be played on any device without controls, then who wins—other than device makers like Jobs?

    For entertainment content creators, physicians, accounting firms, and everyone else attempting to share information only when limitations can be placed upon who receives it and how it will be used, managing and protecting information in the age of the Internet is a critical issue.

    Digital rights management (DRM) involves the combination of software and hardware technologies that enable the content owner and distributors to assign and control rights and conditions for viewing, listening, and employing the content present in digital media and applications. DRM has become something of an umbrella term that covers the generation, distribution, and usage aspects of intellectual property on a digital communications network—be it a song, a movie, a medical or financial record, or a software game. In a nutshell, the goal of DRM technology is to implement the following:

    restrict access rights to authenticated users only;
    ensure a viable business model to content owners and distributors; and
    track and monitor the usage of digital media.

    Akin to DRM is the conditional access system (CAS), a protection mechanism used by broadcasters to ensure that only authorized TV subscribers are able to receive broadcast media signals. CAS is applicable only to audio and video media, whereas the scope of DRM includes all types of entertainment as well as literary works and even medical or financial records. The end-user equipment in CAS is also limited to a set-top box (STB) and a television set, whereas there is tremendous diversity in end-user equipment for DRM.

    CAS and DRM share several attributes including:

    control of content distribution;
    control of content viewing or listening;
    user authentication; and
    user authorization.

    Thus, DRM is a software tool that is playing a significant part in a three-way struggle between service providers, content providers, and the consumer regarding information freedom and intellectual property rights. Large entertainment and media companies that have successfully lobbied to increase the duration of copyright protections in order to ensure continued revenue have run smack into the Internet, which has increased their market reach while at the same time removing all barriers to the distribution of digitized information by anyone in possession of a copy of it.

    DRM thus evolved over the last two decades in response to challenges such as information piracy, peer-to-peer (P2P) file sharing, regulatory requirements, and most importantly the pervasive ability of the Internet to facilitate the exchange of digital information of all types. As a result of the Internet becoming the medium of choice for many types of commercial transactions as well as a mechanism for widespread information exchanges, the telecommunications infrastructure now plays a key role in DRM implementations. This report thoroughly analyzes the drivers and challenges in the DRM marketplace in terms related to wireline and wireless network architectures used to distribute content.

    DRM did not arise to meet the market needs of the end users of DRM-enabled content; in fact, it may be said to have evolved to spite the end user. While organizations such as Creative Commons have emerged to balance the respective (and oftentimes conflicting) rights of artists/creators, media companies, and individuals who share content, by and large the focus of the DRM industry is on protecting the rights of the content owner, not the end user.

    With this caveat in mind, INSIGHT has identified six principal market segments:

    wireline retail users;
    wireless retail users;
    TV and home entertainment network (HEN) users;
    software application retail users;
    software application corporate users; and
    DRM intellectual property users.

    Though DRM implementations can be classified based on the content protected and the end-user markets served, analyzing where DRM is being targeted yields the clearest picture of the specifics of DRM implementation. Additionally, because a DRM implementation can have varying attributes, focusing....

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    Market Segmentation

     

    By Geography
          North America
          Europe, Middle East, Africa
          Asia - Pacific
          Caribbean, Latin America

    Revenue by Segment
          Wireline
                Audio/Video (non-IPTV) Streaming
                Online Music and Video Download
          Wireless
                Server Implementation
                One-Time Client Installation
                Content-Based Royalties
                Content-Based Revenues
          TV and Home Entertainment Network (HEN)
                STB License Fees
                IPTV Content-Based Royalties
                IPTV Content-Based Revenues
          Corporate and Retail Software
               Software Copy Protection
               Enterprise DRM

    Impact of Standardization
          OMA DRM-Compliant Handset Shipments
          Total Wireless DRM Revenues
          TV and HEN DRM Revenues
          Enterprise DRM Revenues

    Internet Content Revenue
          Total Wireless Content
          Audio/Video (non-IPTV) Streaming
          Online Music and Video Download
          IPTV
          Value of Internet Content DRM

    Software Sales and Piracy
          Total Software Sales Revenue
          Estimated Piracy Revenue
          Legitimate Software Sales Revenue
          Software Copy Protection Revenue

    Users and Subscribers
          Wireline Broadband Subscribers
          3GSM Subscribers
          EV-DO Subscribers
          IPTV Paying Subscribers
          OnLine Music Downloads


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    Table of Contents

     

    Chapter I
    EXECUTIVE SUMMARY
    1.1 Digital Rights Management (DRM)
          1.1.1 Wireline Networks
          1.1.2 Wireless Networks
          1.1.3 TV ' Home Entertainment Networks (HEN)
          1.1.4 Software DRM
          1.1.5 Microprocessor DRM
    1.2 How DRM Works
    1.3 DRM Market Summary


    Chapter II
    MARKETS AND APPLICATIONS
    2.1 Digital Rights Management (DRM)
    2.2 Definitions
    2.3 DRM Historical Antecedents
          2.3.1 The Generations of DRM
    2.4 DRM End-User Market Segments
          2.4.1 Wireline Retail Users
          2.4.2 Wireless Retail Users
          2.4.3 TV and Home Entertainment Network (HEN) Users
          2.4.4 Software Application Retail Users
          2.4.5 Software Application Corporate Users
          2.4.6 DRM Intellectual Property Users
    2.5 DRM Target Application Implementation Methodologies
          2.5.1 Wireline DRM Implementations
          2.5.2 Wireless DRM
          2.5.3 TV'HEN DRM
          2.5.4 Software DRM
          2.5.5 Microprocessor DRM
    2.6 Impact of Drivers and Challenges on Market Segments
          2.6.1 Drivers
                2.6.1.1 Content Owner Business Models
                2.6.1.2 The Internet
                2.6.1.3 Piracy and P2P Applications
                2.6.1.4 Regulatory Requirements
                2.6.1.5 Broadband
                2.6.1.6 Intelligent End-User Equipment
          2.6.2 Challenges
                2.6.2.1 DRM versus Fair Use
                2.6.2.2 Multiplicity of Standards

    Chapter III
    TECHNOLOGY AND NETWORK INTERRELATIONSHIP
    3.1 Overview
    3.2 DRM Building Blocks
          3.2.1 Content Block
                3.2.1.1 Content Provider Head-end
                3.2.1.2 The Policy Block
          3.2.2 Transport Block
          3.2.3 Consumption Block
    3.3 Rights Expression Language (REL)
    3.4 The DRM / Network Service Provider Rel
          3.4.1 Service Provider Responsibilities
    3.5 DRM Implementation Scenarios
          3.5.1 Microprocessors
                3.5.1.1 Trusted Computing Group (TCG)
          3.5.2 Wireline DRM
                3.5.2.1 Apple FairPlay
                3.5.2.2 Windows Media DRM (WMDRM)
          3.5.3 Wireless Devices and Equipment
                3.5.3.1 MediaFLO Distribution System (MDS)
                3.5.3.2 Open Mobile Alliance (OMA) DRM
          3.5.4 TV'HEN
                3.5.4.1 Content Protection for Prerecorded/Recordable Media
                3.5.4.2 Digital Transmission Content Protection (DTCP)
                3.5.4.3 High Bandwidth Digital Content Protection (HDCP)
          3.5.5 Software DRM
                3.5.5.1 Adobe
                3.5.5.2 Aladdin Hardware Against Software Piracy (HASP)
                3.5.5.3 Authentica Active Rights Management (ARM)
    3.6 Interoperability Initiatives
          3.6.1 Intellectual Property Mgmt and Protection eXtension (IPMP-X)
          3.6.2 DReaM
          3.6.3 The Coral Consortium
          3.6.4 Marlin
    3.7 DRM Implementation Case-Studies
          3.7.1 CinemaNow
          3.7.2 Vodafone Live!

    Chapter IV
    DRM VENDOR LANDSCAPE
    4.1 DRM Vendors
    4.2 Analysis Criterion 1: DRM in Core Business of the Vendors
          4.2.1 The DRM Intellectual Property Owners
          4.2.2 The Security Experts
          4.2.3 Proprietary DRM Proponents
          4.2.4 The CAS and Digital TV Specialists
          4.2.5 The Semiconductor Intellectual Property Licensing Specialists
          4.2.6 Wireless Domain Leaders
          4.2.7 DRM-Only Domain Experts
    4.3 Analysis Criterion 2: DRM Vendor Landscape
          4.3.1 DRM Vendor Activity Summary
                4.3.1.1 Adobe
                4.3.1.2 Aladdin
                4.3.1.3 Apple
                4.3.1.4 ARM
                4.3.1.5 Authentica
                4.3.1.6 BeepScience
                4.3.1.7 ContentGuard
                4.3.1.8 CoreMedia
                4.3.1.9 Discretix 1
                4.3.1.10 Elliptic
                4.3.1.11 Entrust
                4.3.1.12 Intertrust
                4.3.1.13 Irdeto
                4.3.1.14 LockLizard
                4.3.1.15 Microsoft
                4.3.1.16 Nagravision
                4.3.1.17 NDS
                4.3.1.18 Protexis
                4.3.1.19 Qualcomm
                4.3.1.20 RSA Security
                4.3.1.21 SDC
                4.3.1.22 SealedMedia
                4.3.1.23 Symbian
                4.3.1.24 Verisign
                4.3.1.25 Viaccess

    Chapter V
    REVENUE FORECAST AND PROJECTIONS
    5.1 Forecast Methodology
          5.1.1 Value Chain
                5.1.1.1 Wireline DRM
                5.1.1.2 Wireless DRM
                5.1.1.3 TV'HEN DRM
                5.1.1.4 Software DRM
    5.2 DRM Forecasts
          5.2.1 Overall DRM Revenue
          5.2.2 Factors Impacting Forecasts
                5.2.2.1 Broadband Penetration
                5.2.2.2 Lack of Interoperability
                5.2.2.3 Intelligent End-User Equipment
                5.2.2.4 The Internet
                5.2.2.5 Piracy
          5.2.3 Wireline DRM
          5.2.4 Wireless DRM Revenues
          5.2.5 TV'HEN Content
          5.2.6 Corporate and Retail Software Applications

    Appendix
    GLOSSARY
    Table of Figures

    Chapter I
    I-1 DRM Building Blocks
    I-2 Overall DRM Revenue Growth, 2007-2012

    Chapter III
    III-1 DRM Building Blocks
    III-2 TSS-TPM Interrelationship
    III-3 Functional Representation of TNC
    III-4 iTunes Music Store Home Page
    III-5 Qualcomm’s MediaFLO Program Guide
    III-6 OMA DRM 2.0 Functional Architecture
    III-7 Steps in Basic Download for OMA DRM 2.0
    III-8 Aladdin HASP Devices
    III-9 Authentica ARM Policy Management Screen
    III-10 Component Interrelationship in DReaM
    III-11 Components of Coral Core Architecture
    III-12 Ecosystem-A Framework
    III-13 Vodafone Live! Portal
    III-14 CoreMedia DRM Platform

    Chapter V
    V-1 Wireline DRM Value Chain
    V-2 Wireless DRM Value Chain
    V-3 TV'HEN DRM Value Chain
    V-4 Software DRM Value Chain
    V-5 Global DRM Revenue Growth, 2007-2012
    V-6 Breakdown of DRM Implementation Revenue by Global Region
    V-7 Relationship of Broadband Penetration to DRM Revenue Worldwide
    V-8 Distribution of Wireline DRM Implementation Revenue by Global Region
    V-9 Global Wireline Content Revenue
    V-10 Audio/Video (non-IPTV) Streaming Revenue by Global Region 163
    V-11 Online Music and Video Download Revenue by Global Region 164
    V-12 Wireline Broadband Subscribers, 2007-2012
    V-13 Wireline Broadband Subscribers by Global Region, 2007-2012
    V-14 Wireless DRM Implementation Revenue by Global Region, 2007-2012
    V-15 Revenue Contribution of Wireless DRM by Component, 2007-2012
    V-16 Share of Component Contribution, 2007 & 2012
    V-17 Wireless DRM Server Implementation Revenue by Global Region
    V-18 Wireless DRM One-Time Client Implementation Revenue by Global Region
    V-19 Wireless DRM Content-Based Royalties Revenue by Global Region,
    V-20 Wireless Content Revenue, 2007-2012 ($Millions)
    V-21 Wireless DRM Content Revenue by Global Regions, 2007-2012
    V-22 3G Subscriber Growth, 2007-2012 (Millions)
    V-23 Distribution of 3GSM Subscribers by Global Region, 2007-2012
    V-24 Distribution of EV-DO Subscribers by Global Region, 2007-2012
    V-25 TV'HEN DRM Implementation Revenue by Global Region, 2007-2012
    V-26 TV'HEN DRM Revenue by Type, 2007-2012 ($Millions)
    V-27 IPTV Content Revenue, 2007-2012 ($Millions)
    V-28 IPTV Content Revenue by Global Region, 2007-2012
    V-29 IPTV Paying Subscribers, 2007-2012 (Millions)
    V-30 Corporate and Retail Software Applications DRM Revenue
    V-31 Software DRM Revenue by Application Type, 2007-2012
    V-32 Distribution of Software Copy Protection DRM Impl Rev
    V-33 Distribution of E-DRM Implementation Revenue
    V-34 Worldwide Software Sale Revenue, 2007-2012

    Table of Tables

    Chapter I
    I-1 Relationship between DRM Implementation Methodologies and Market Segments

    Chapter II
    II-1 Worldwide Wireline Broadband Subscribers, 2003-2006
    II-2 Worldwide Wireless Broadband Subscribers, 2003-2006
    II-3 Worldwide IPTV Subscribers, 2003-2006 (Millions)
    II-4 Worldwide PC Users 2003-2006 (Millions)
    II-5 Legal Wireline Music Downloads, 2003-2006 (Millions)
    II-6 Wireless Content Revenues, 2003-2006 ($Millions)
    II-7 Wireless Set-Top Box Shipments, 2003-2006 (Millions)
    II-8 Relationship between DRM Impl Methodologies and Market Segments

    Chapter III
    III-1 Major Right Expression Language Implementations
    III-2 Trust Computing Group Mobile Working Group Use Cases
    III-3 Wireline DRM Blocks
    III-4 FairPlay Operational Parameters
    III-5 Windows Media DRM Operational Parameters
    III-6 Wireless DRM Blocks
    III-7 Qualcomm’s MediaFlo Operational Parameters
    III-8 Open Mobile Alliance DRM 2.0 Operational Parameters
    III-9 TV'HEN DRM Blocks
    III-10 Content Protection for Prerecorded/Recordable Media Operational Parameters
    III-11 Digital Transmission Content Protection (DTCP) Operational Parameters
    III-12 High Bandwidth Digital Content Protection Operational Parameters
    III-13 Software DRM Blocks
    III-14 LiveCycle Policy Server Operational Parameters
    III-15 Aladdin HASP Operational Parameters
    III-16 Authentica Active Rights Management Operational Parameters
    III-17 CinemaNow Operational Parameters
    III-18 Vodafone Live! Parameters

    Chapter IV
    IV-1 Relationship between DRM Impl Methodologies and Market Segments

    Chapter V
    V-1 Global DRM Revenue Growth, 2007-2012
    V-2 Breakdown of DRM Implementation Revenue by Global Region
    V-3 Global Revenue Impact of Standardization on DRM, 2007-2012
    V-4 Wireline and Wireless ARPU and Total DRM Revenue Worldwide
    V-5 Global Internet Content Revenue, 2007-2012 ($Millions)
    V-6 Global Software Sales and Piracy Losses, 2007-2012 ($Millions)
    V-7 Distribution of Wireline DRM Implementation Revenue by Global Region
    V-8 Global Wireline Content Revenue by Type, 2007-2012 ($Millions)
    V-9 Audio/Video (non-IPTV) Streaming Revenue by Global Region
    V-10 Online Music and Video Download Revenue by Global Region
    V-11 Wireline Broadband Subscribers by Global Region, 2007-2012
    V-12 Wireless DRM Implementation Revenue by Global Region, 2007-2012
    V-13 Revenue Contribution of Wireless DRM by Component, 2007-2012
    V-14 Wireless DRM Server Implementation Revenue by Global Region, 2007-2012
    V-15 Wireless DRM One-Time Client Implementation Revenue by Global Region
    V-16 Wireless DRM Content-Based Royalties Revenue by Global Region
    V-17 Wireless DRM Content Revenue by Global Regions, 2007-2012
    V-18 3G Subscriber Growth, 2007-2012 (Millions)
    V-19 Distribution of 3GSM Subscribers by Global Region, 2007-2012
    V-20 Distribution of EV-DO Subscribers by Global Region, 2007-2012
    V-21 TV'HEN DRM Implementation Revenue by Global Region, 2007-2012
    V-22 TV'HEN DRM Revenue by Type, 2007-2012
    V-23 IPTV Content Revenue by Global Region, 2007-2012
    V-24 Corporate and Retail Software Applications DRM Revenue by Global Region
    V-25 Software DRM Revenue by Application Type, 2007-2012
    V-26 Distribution of Software Copy Protection DRM Impl Rev by Global Region
    V-27 Distribution of E-DRM Implementation Revenue by Global Region


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