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So where does DRM and Copy Protection play a role?
Does it go the way of the shiny silver disc, suffer the fate
of the video tape, the 8-track tape, the LP record?
deliveries still need to be protected. Even though no Some firms cannot rapidly adopt a content service
protection method can protect the content indefinitely, approach or choose not to because they feel their
many of today’s technologies are good enough to customers want it the ‘traditional’ way. But over time, we
protect content whose value is extremely time limited. expect that many of these will shift to some type of service
model – perhaps in parallel with their traditional models.
Finally then, we have found a place where DRM and
Copy Protection can drive a bigger long term return on This type of disruptive change is not easy and won’t happen
investment. They are not obsolete at all, just components overnight but we know this much: piracy is a significant fact
of a more modern, more secure delivery model. of life for content that is delivered as a monolithic product.
Essentially, by shifting the value proposition from the For a variety of reasons, there is very little that any
product to the service, the business gets a significant protective technology can do to change that. As far as
advantage over malefactors – time is no longer on we are aware, there is virtually no content protection
their side and there is more value for the consumer technology which can eliminate the risks of theft or
as an ongoing subscriber. If done properly, content loss. Piracy and theft have a much greater chance
services offer value that will get subscribers’ attention of being dramatically reduced in a service model.
and keep them signed up for a very long time.
We expect businesses to adopt service models over time,
And the business gets to protect the crown as well as maintaining their traditional delivery methods as
jewels with industrial strength authentication well. We know that services require vastly different supply
and identity services - far more secure than any chains and not every business can adapt to this type of
usable consumer DRM system can be. change in a hurry. We also know there is more than one
way to get to that goal and have supported many different
The business can also potentially change the pricing approaches, from building out a full service delivery
model, so that consumers feel they are paying less model in-house, to working together to find a solution.
for each experience – and this may result in a larger
sustained inflow of money from each consumer, The Happy Ending
because people tend to allow subscriptions to continue
as long as they are satisfied with the experience. In So how does this story end?
other words, this model could reduce loss to piracy
and increase revenue significantly at the same time. We have not seen the ending play out yet but think
it may end with a happy consumer, a happy content
creator and a bunch of former pirates who have
How Can a Real-world Content- many fewer content-theft victories to celebrate.
as-product Business Shift to a As with all really good stories, the consumer is probably
the ultimate winner because their entertainment experience
Content-as-service Model? will have evolved from singular content instances, to be
bought and consumed, into a virtually limitless supply of
Many of today’s content businesses have a legacy of content of all types. This is very much like the difference
traditional monolithic content business models, selling between renting a video in 1980 and signing up for on-
an instance of content on an instance of physical demand movie subscription channels in 2008. If someone
media or selling it by a singular download - and they said in 1980 that people would have access to 50,000
will be keeping these models for a long while. These titles and could watch as many of them as they had time
legacy businesses will still have all of the piracy for for a flat fee, they would have thought we were crazy.
challenges of yesteryear, no matter which protective
technologies they choose, because an instance of Richard Le Vine is the Global Right
digital content can always be copied in some way. Management lead at Accenture
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