D R M
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c
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DRM
revenue derived and future markets of the digital content economy.
defined. Without consumers the The traditional boundaries
other domains would have no real between creative, commercial
building a digital nirvana?
purpose in this context and DRM and consumer stakeholders are
would be totally unnecessary. However becoming increasingly blurred. This
members are not yet fully engaged is evidenced by the prominence
with their role as the most powerful of collaborative, participatory
stakeholder in the content economy. and contributory online content
creation tools and communities
The Future of DRM? in what is sometimes referred to
as Web 2.0. With the advent and
The EU’s stance on DRM proliferation of blogs, wikis, social
interoperability, particularly with networking sites and other Web
property rights would be greatly reduced regards to Apple, have resulted in the 2.0 phenomena, tracking and
or totally removed in some cases. The ‘DRM-Free’ experiment by EMI and identification systems such as digital
main concern of this stakeholder group UMG. Analysis suggests that this was watermarking and fingerprinting will
is how to achieve and maintain a healthy driven more by EMI’s market position become as important as the current
return on investment (ROI) from their and actually aids Apple’s iTunes by focus on 'content protection'.
content in a rapidly changing environment. appearing to give consumers ‘choice’
rather than resorting to license Fairplay. The DRM market, technology and
Governance stakeholder domain standards, are still evolving apace.
Announcements from EMI, Apple, This evolution is set to continue: we
Producing and enforcing the rules by Universal, Wal-mart and Amazon, are at a very interesting time when
which content provision, consumption along with the very public backlash the evolution could take several
and protection services have to abide, against certain DRM implementations, paths. It is quite likely that what
the absence of this group would render have prompted much discussion we now know as DRM will have
DRM solutions ineffective in the digital about the death of DRM. However, morphed into DRM 2.0 - what we
content economy. It consists of all the this seems premature as it will almost know as conditional access, digital
entities responsible for intellectual certainly continue to be used to help rights management, watermarking
property laws and regulations, (including define and develop viable business and fingerprinting will become a
governments, international entities, models and offers. There is a view seamless whole that permeates and
legal institutions, standards bodies that the film and television companies aids, the evolving digital ecosystems.
and regulatory organisations). Their will not follow the ‘DRM-Free’ model.
main challenge is how to keep pace We are getting closer to the day
with the rapid changes experienced DRM is primarily an economic tool when we can consume our digital
by the other stakeholder domains. that is inextricably linked to the digital content on all our gadgets, be
content economy. The rapid evolution they a Mac or PC, iPod or Zune,
Consumer/end-user of digital technology means that there mobile phone or set-top box.
stakeholder domain is no easy way around the pressing
issues of today, without a large- People have stopped dreaming of a
Included in this category are all individuals scale cultural shift in the ways of digital nirvana and started building it.
and organisations who consume thinking by members of all stakeholder
content in any way, shape or form. It domains. The indications are that Greg Jacobsen is Capgemini‘s
is the main driving force of the digital DRM must stop being associated with global sector leader for
content economy and represents the content usage restriction in order to Telecommunications, Media
point at which content is consumed, realise its potential as a true enabler and Entertainment

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