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Digital Entertainment needs Content Protection : The case of Marvel & Digital

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ETNO Workshop, 2005, March 3

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Digital Entertainment needs Content Protection : The case of Marvel & Digital

  1. 1. Jérôme PERANI, Strategic Marketing Manager, VIACCESS SA – Phone :+33 1 44 45 65 27 – Fax : +33 1 44 45 64 80 – jerome.perani@viaccess.com CONFIDENTIAL – This document is Viaccess intellectual property and is stricly confidential; any copy is stricly forbidden Digital Entertainment needsDigital Entertainment needs Content ProtectionContent Protection
  2. 2. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 2 The Evolution of Entertainment Entertainment needs content protection Conclusion AgendaAgenda ETNO Workshop, 3 March 2005ETNO Workshop, 3 March 2005 Conrad Hotel, Brussels
  3. 3. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 3 The Evolution of EntertainmentThe Evolution of Entertainment With a library of over 5,000 proprietary characters, Marvel Enterprises, Inc. is one of the world's most prominent character- based entertainment companies The House of IdeasThe House of Ideas celebrates its 65th anniversary at the end of 2004 The case of Marvel Enterprises, Inc.
  4. 4. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 4 Towards Digital EntertainementTowards Digital Entertainement The case of Marvel Enterprises, Inc. ClassicEntertainmentClassicEntertainment DigitalEntertainmentDigitalEntertainment
  5. 5. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 5 Overview of the 20th CenturyOverview of the 20th Century Comic books Comic books Comic books Comic books Comic books Comic books CartoonsCartoons 70’s-80’70’s-80’ss Video games Video games CartoonsCartoons MoviesMovies 90’s90’s40’s-60’40’s-60’ss The case of Marvel Enterprises, Inc. ClassicEntertainmentClassicEntertainment DigitalEntertainmentDigitalEntertainment
  6. 6. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 6 Digital is everywhere in the 00’sDigital is everywhere in the 00’s The case of Marvel Enterprises, Inc. A comic fan can read comic books on his PC A comic fan can customize his PC with Screensavers and Wallpapers And much more…
  7. 7. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 7 The case of Marvel Enterprises, Inc. Digital is everywhere in the 00’sDigital is everywhere in the 00’s A comic fan can do everythingeverything with his last generation mobile phone Mobile comic books Mobile comic books Community applications Community applications Virtual character simulation Virtual character simulation MobisodesMobisodes Ring tones Ring tones GraphicsGraphics Phone functions Phone functions Voice tones Voice tones Trading cards Trading cards Wireless games Wireless games Multimedia messaging Multimedia messaging Greetings cards Greetings cards
  8. 8. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 8 Some lessonsSome lessons Embrace Digital Entertainment Marvel filed for bankruptcy in 1996 Declining classic entertainment Comic books Trading cards Digital creates new opportunities for Marvel growth From reading 1 comic per month to any time & anywhere usage An increasing diversity of content types An increasing number of « devices » and « platforms » An increasing share of digital content Comic fan : Better consumer satisfaction The case of Marvel Enterprises, Inc.
  9. 9. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 9 Entertainment needsEntertainment needs content protectioncontent protection But the circle is virtuous if THE CONTENT IS PROTECTEDCONTENT IS PROTECTED Lessons from the Digital Pay TV business Incentives for stealing content : Money Content protection solutions are vital To secure the business of the Entertainment value chain To generate revenues for content providers To transform customer satisfaction into willingness to pay Without content protection, no businessWithout content protection, no business !
  10. 10. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 10 Classic Entertainment needsClassic Entertainment needs content protectioncontent protection ClassicEntertainmentClassicEntertainment From printing houses to distribution centers From distribution centers to bookshops From printing houses to distribution centers From distribution centers to bookshops Secure distribution During the night : Locking systems During the day : Security monitoring During the night : Locking systems During the day : Security monitoring Secure content Limited security risk with print copies (photocopiers) Limited security risk with print copies (photocopiers) Copy protection Limited security risk with print copies (exchange on the street or at schools) Limited security risk with print copies (exchange on the street or at schools) Redistribution control
  11. 11. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 11 Digital Entertainment needsDigital Entertainment needs higher level of content protectionhigher level of content protection DigitalEntertainmentDigitalEntertainment From content providers to services operators From services operators to end users From content providers to services operators From services operators to end users Secure distribution Anyone may benefit from “unlimited” storage capacity Permanent control to avoid content stealing Anyone may benefit from “unlimited” storage capacity Permanent control to avoid content stealing Secure content Highest security risk with digital content (cost of copying is zero) Highest security risk with digital content (cost of copying is zero) Copy protection Highest security risk with digital content (Peer-to-Peer exchange) Highest security risk with digital content (Peer-to-Peer exchange) Redistribution control
  12. 12. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 12 ConclusionConclusion Secure distribution Secure distribution Secure contentSecure content Copy protectionCopy protection Redistribution control Redistribution control As usualAs usual Increasing needIncreasing need Usage controlUsage control New needNew need Usage controlUsage control New needNew need Usage controlUsage control Higher Level of Content Protection Business Opportunities
  13. 13. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 13 Viaccess is working to deliver the highest level of content protection required by Digital Entertainment €2 billion Pay TV revenues secured, 80 Digital TV operators Pay TV : From Secure Distribution to end-to-end Content Protection Development of a wireless content protection solution in cooperation with ConclusionConclusion With Viaccess, France Telecom is offering To packagers, rights owners and rights holders A range of content protection solutions Available on all digital infrastructure Broadcast Broadband Mobile
  14. 14. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 14 One of the 23 top global media and entertainment CEO’s and senior executives interviewed by Ernst & Young said : In the Digital World,In the Digital World, Content ProtectionContent Protection is Your Safety Beltis Your Safety Belt ConclusionConclusion

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