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distributors need to accept that not production is compromised. In the access content on mobiles. It may
everyone is carrying around the latest mobile sector however, widespread mean taking a short term hit due to
Nokia N95 or Sony Ericsson K660i. DRM protected distribution is simply the likely piracy but if the service is
not possible right now, because of compelling, user friendly and priced
The lowest common denominator for the handset restrictions. Additionally, for the mass market the inclination to
the addressable audience is likely to building a business based on a pirate is reduced to the minimum and
be a handset which is only capable narrow ‘DRM enabled’ audience users become accustomed to rich
of supporting DRM free rich media requires considerable resources. media consumption on what for many
content. In those circumstances is still an unfamiliar device (at least
it is important to consider what Short of waiting for the widespread in this context). Increasing familiarity
can and cannot be achieved. adoption of DRM technologies, should make the transition to fully DRM
what are the alternatives for content protected content much more digestible
If absolute protection of content is providers wanting to address the when users upgrade their handsets.
critical, then a business model based mobile user market? There are
on DRM is the only way to go but even different models and although there Whichever approach is taken, DRM,
then there are complications. The will be compromises, they don’t DRM free or hybrid, the actual delivery
OMA DRM 1.0 standard provides a entail giving content away and they of the content in question still needs to
means of preventing content leaving will open the door to a dramatically be handled by sophisticated platforms.
a device, to limit number of times it expanded addressable market. In a hybrid model for instance
is accessed and to deliver encrypted the platform must automatically
content separately from a user The terrestrial television industry has recognise both the handset type
licence. OMA 2.0 adds sophisticated been operating very successfully for and the subscriber. It then needs to
encryption, content integrity checking decades on the basis of advertising deliver DRM or non-DRM content
and authentication but is not yet supported content delivery and the (whichever is appropriate), in the right
widely adopted in the user community. model can work just as well in the file format, at the right time and with
Similar functionality is provided world of mobile. Equally, the cable the minimum of unnecessary user
by other DRM implementations and satellite industries have built interactions. The platform should also
including Windows Media DRM. successful global businesses based incorporate operational and business
on a monthly subscription model. support systems plus administration
Building a content delivery service Both models work because they can and reporting interfaces to ensure
today, based solely on the latest address the mass market, because that content providers are provided
development of any of the DRM they are easy to use and because they with the intelligence they need to
technologies would reduce the offer value for money through access develop the service in question.
addressable market considerably to compelling content. None of the
and is probably only economical for platforms seem overly concerned with Much discussion currently centres
those organisations with a global piracy. In fact it could be argued that on the inability of content providers
market and a unique proposition. the industry positively encourages to access an increasingly mobile
Even with the agreements it has it through the development of market because of the lack of DRM
in place with major labels and the compatible recording devices. capable handsets and because of
scale it has developed, Omnifone the complexity of serving content to
has chosen to build its business, at Things may well be different in the a multitude of handsets with widely
least initially on OMA DRM 1.0. mobile world but until workable DRM differing core capabilities, screen
technologies achieve mass market sizes and operating systems. Both
It is clearly possible to develop a penetration the content industry obstacles can be overcome by content
business based on the delivery of will have to decide which strategy providers of almost any size if they
DRM protected content and in many will bring the greatest benefit to adopt a practical approach to content
ways this is the ideal model. The the mass market: DRM ‘wrapped’ piracy and use delivery platforms that
content industry is underpinned content to a restricted audience on dramatically simply the process of
by the revenue it earns from the a pay per download, advertising or delivery, management and billing.
sale of its output to individuals and subscription model; unrestricted
if that revenue is compromised content that is free to use subject to DRM may well be the future for
by pirated copies being freely an upfront payment or a hybrid. premium content delivery but
distributed it is difficult to see how there is an existing mass market
anyone benefits in the long run. At this stage of market development that can be exploited right now.
it is arguable that the industry should
Ultimately content production has to be making it as easy as possible, Vishwanath Alluri is, the CEO
earn its keep or the quality of that for as many people as possible, to and founder of IMImobile

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