The landscape of content protection technology
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The document discusses various methods for protecting digital content from copyright infringement, including legal, economic, behavioral, and technical approaches. It provides details on different types of technical protection methods, such as digital rights management (DRM) and content identification through watermarking and fingerprinting. The document also examines issues around using DRM for ebooks, music, movies, corporate documents, and the challenges of standardizing DRM approaches. Finally, it introduces a new proposed standard called EPUB LCP (Lightweight Content Protection) as a more open alternative to traditional heavyweight DRM systems.
The landscape of content protection technology
- 1. The L d Th Landscape of Content P t ti f C t t Protection Technology: Implications for Digital Publishing June 5, 2012 Bill Rosenblatt GiantSteps Media Technology Strategies www.giantstepsmts.com billr@giantstepsmts.com 212 956 1045 1
- 2. Ways to Fight Copyright Infringement Legal Economic Behavioral Technical (Courtesy Larry Lessig, Code and Other Laws of Cyberspace) 2
- 3. Ways to Fight Copyright Infringement Legal: Strengthen copyright law Economic: Make content cheaper & easier to access Behavioral: Educate public about copyright Technical: Use technology to enforce copyright gy py g (Courtesy Larry Lessig, Code and Other Laws of Cyberspace) 3
- 4. Technical Methods Proactive Reactive Limit what consumer can do Don’t limit what consumer can with content do with content Encrypt content, require special Search for infringing copies of s/w or h/w to decrypt content Ti access to user or device Tie t d i Id tif their source by context Identify th i b t t identity or examination Expiry date & time Create evidence for legal Limits on print, copy to infringement complaint clipboard, etc. 4
- 5. Technical Methods DRM Content Identification Limit what consumer can do Don’t limit what consumer can with content do with content Encrypt content, require special Search for infringing copies of s/w or h/w to decrypt content Ti access to user or device Tie t d i Id tif their source by context Identify th i b t t identity or examination Expiry date & time Create evidence for legal Limits on print, copy to infringement complaint clipboard, etc. 5
- 6. Pros and Cons of DRM Constituency Attribute DRM Publishers Piracy Maybe Retailers Lock-in Yes Libraries E-lending Some Distributors, E- Cost to implement Yes reader vendors Users Portability Restricted Users Sharing Restricted Users Borrowing Some eReading Market Growth Fragmentation 6
- 7. Fragmentation: Current DRM f eBooks C t DRMs for B k DRM Platforms AZW DRM Amazon Kindle devices/apps Adobe Content Server 4 B&N Nook Sony Reader Nook, Reader, (ACS4) Kobo Reader, various others Apple FairPlay iOS (iPhone, iPad) “Screen shot DRM” Google Books Fictionwise DRM B&N Nook Microsoft PlayReady Blio Reader Kobo Vox DRM Kobo Vox tablet 7
- 8. DRM in Music Paid downloads DRM free DRM-free iTunes post-DRM functionality restrictions Streams (Spotify, Pandora) encrypted “Offline listening mode” in mobile subscription g p services (Spotify, Rhapsody, MOG) use DRM 8
- 9. DRM in Movies & TV Protection getting stronger not weaker stronger, “Software hardening” to deter hacking Impact of hacks limited Forensic antipiracy services to catch hacks p y UltraViolet standard for downloads: family accounts, rights locker, 5 DRMs, stream encryption locker DRMs Watermarking + encryption for early window high def 9
- 10. DRM for Corporate Documents Protect confidential information Adjunct to corporate content management systems Complements firewalls, DLP, SSO, etc. Strong protection gp Integrated into Word, Excel, Acrobat, etc. Integrated with identity management 10
- 11. Content Identification in Publishing Watermarking Fingerprinting (Safari, (Safari Booxtream) (Attributor, (Attributor Irdeto) Adding user identity into to Examining files to determine downloaded eBook their identity y User ID, real name, cc# in Fancy form of pattern matching obfuscated or plaintext form Requires web crawling to find Once, in every chapter, or on O i h t unauthorized copies online th i d i li every page Cannot identify user who Legal one-click hacks possible one click copied content Web crawling optional Hacks not relevant 11
- 12. Content Identification in Publishing Watermarking Fingerprinting Safari Books Online At least 4 of Big 6 trade PDF downloads: Majority of major K-12 and K 12 user’s name on every page higher ed Harry Potter EPUB downloads: Many major STM and obfuscated user ID on copyright university presses i it page 12
- 13. Publishers Going DRM-Free? Genres: SF/fantasy, IT SF/fantasy Demographics: young/techie …otherwise most publishers do and will use DRM …and publishers either use it for e-lending or don’t p g allow e-lending at all Particularly hard to imagine higher ed & profesional going DRM-free 13
- 14. Non-Optimal Choices Status quo Go DRM-free Standardize strong DRM Standardize w’marking 14
- 15. Non-Optimal Choices Status quo Go DRM-free • M k tf Market fragmentation t ti and slower e-readership g growth • Or monopoly Standardize t St d di strong DRM Standardize ’ ki St d di w’marking 15
- 16. Non-Optimal Choices Status quo Go DRM-free • M k tf Market fragmentation t ti • I Irreversible d i i ibl decision and slower e-readership • Not practical for some g growth models • Or monopoly • Might increase piracy Standardize t St d di strong DRM Standardize ’ ki St d di w’marking 16
- 17. Non-Optimal Choices Status quo Go DRM-free • M k tf Market fragmentation t ti • I Irreversible d i i ibl decision and slower e-readership • Not practical for some g growth models • Or monopoly • Might increase piracy Standardize t St d di strong DRM Standardize ’ ki St d di w’marking • Expensive and complex • Resistance from retailers and device makers • Privacy issues 17
- 18. Non-Optimal Choices Status quo Go DRM-free • M k tf Market fragmentation t ti • I Irreversible d i i ibl decision and slower e-readership • Not practical for some g growth models • Or monopoly • Might increase piracy Standardize t St d di strong DRM Standardize ’ ki St d di w’marking • Expensive and complex • Privacy vs. efficacy • Resistance from retailers tradeoff and device makers • Hacks are legal • Privacy issues 18
- 19. IDPF Is Exploring a New Choice: EPUB LCP Lightweight Content Protection for EPUB 3 Open pro-competitive standard Use personal information (e.g. name email cc#) (e g name, email, as password, stored in obfuscated form Complementary to watermarking Library lending (expiry period) support 19
- 20. EPUB LCP is “Lightweight” Give away password to others, they can read content others – “Social DRM” concept – Who do you trust with your personal information? No “phoning home” – Heavyweight DRM depends on it – Can be used offline (or if retailer goes out of business) Designed to be extended for certain markets – More security – More business models 20
- 21. Heavyweight vs. Lightweight Heavyweight Lightweight File sharing Restricted “Social” Net cnxn required q Yes No 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 21
- 22. Security Strength of DRMs and Anticircumvention Law A ti i ti L Illegal under Anticircumvention Law No DRM Light DRM Heavy DRM One-Click Hacks Available Watermark EPUB LCP ACS4, AZW Pay TV CAS/DRM 22
- 23. Models Not Possible with EPUB LCP Separate license delivery – One file, multiple sets of rights Domain authentication – “Family accounts”: multiple users and/or devices License chaining – Subscription services Master-slave –S Secure t transfer f f from PC t portable d i to t bl device Forward-and-delete – Support for “Digital First Sale” Digital Sale 23
- 24. Window of Opportunity Fragmentation increasing – E.g. Kobo replacing ACS4 with proprietary DRM Amazon at ~60% market share 60% – Tipping point between monopoly and fragmentation E-reading i E di going global l b l – Moving into higher-piracy markets EUPB 2 – EPUB 3 transition t iti – Opportunity to rectify IDPF’s historical inaction on DRM 24
- 25. What IDPF Is Doing Engaged GiantSteps to help with EPUB LCP design Draft requirements Soliciting comments from knowledgeable constituents… like you! 25
- 26. More Information www.giantstepsmts.com www.copyrightandtechnology.com 26
- 27. Bill Rosenblatt GiantSteps Media Technology Strategies billr@giantstepsmts.com 212 956 1045 www.giantstepsmts.com copyrightandtechnology.com py g gy 27