1. Document prepared by: Roger Filomeno, March 14, 2008
Document status: draft
Revision: 1.0
System Requirements Definition for Music
Campaign
• Introduction
o State of Music
The decline of the CD sales for the music industry is due to the proliferation of easily
shared digital music in MP3 format.
However the market for MP3 players and MP3 Phones had increased dramatically in
the past 4 years thanks to Apple’s iPod, iPhone, Nokia, PSP, SonyEricsson and cheap
MP3/MP4 players.

2. Since 2007, other consumer based companies has started to leverage on MP3 Music
for brand promotion in cooperation with leading online distributors like Amazon and
iTunes leaving the record labels behind like Sony Music, EMI and Warner.
o Interactive VS Passive
Games have already surpassed Music 3 years ago (2005), signaling that people wants to be
active audiences rather than just passive listeners.

3. This trend is clear visible when comparing Pc Games which is mostly less interactive than
Online Games which is communal and foster a lot of interactions.
o Distribution
Internet is still the major means of digital product distribution today, although there is a
noticeable decline it ultimately merge with mobile as phone capabilities matches the latest
computers on the market.
• Campaign
o Terms and Entities
 Record labels – provides music content, marketing and CD based distribution.
 E-Game – provides interactive delivery of music content through casual games.
 The Provider – provides DRM capability to content, KYC service, music for mobile
content.
 THE COMPANY – a term to reference The Provider’s parent company.
 Hybrid CD – a recording format allowing the CD to contain Audio/VCD and Data at
the same time. This can also come in DVD-CD format.
 DRM – technology to control use, distribution and consumer’s ownership digital
products.

4.  Consumer -- the one who buys the CD, also referred on this document as the user,
end-user, gamer, mobile user and sender.
o Business case
 THE COMPANY and Record labels will enter into a joint venture to promote music
content.
 Record labels will provide THE COMPANY the means to distribute The Distributor
Games installers and The Provider’s MP3 music tones via CD by leveraging on Hybrid
CD format technology.
 Record labels will distribute the CD to its network of music stores.
 The Provider will track the consumer via the mobile service and provide sales data
to the Record labels.
 The Distributor will allow gathering of KYC data as user signs-up to play the game,
the data will available to the Record labels.
o User Case
 Consumer buys the CD from a music store.
 Consumers can use the CD normally with CD players.
 Consumers can use the CD normally with s PC as Audio CD but it will also allow the
user to access the data content on the CD.
 The data content of the CD contains an auto-launch application that is automatically
executed when the user inserts the CD into the PC CDROM/DVD drive.
 The auto-launch application will allow the user to Install the accompanying game
from The Distributor and also extract the Music content bundled in the CD.
 To extract the Music content bundle, the user must register via mobile using the
CD’s serial number (printed on the CD) to a weekly subscription service to download
a mobile content with the accompanying PIN.
 The PIN and the mobile number is entered into the application to extract the Music
content in MP3 format.
 The extracted MP3 files can be played on PC, Mobile, iPod or any other MP3
players.
 The user will receive 3 more PINS, 1 every week for the next 3 weeks which can be
used on the same application to extract 3 more Music content bundle included in
the CD.
o Advantage
 Provide sales data.
 Provides KYC.
 Provide loyalty and customer retention.
 Provides wider marketing and advertising field for traditional/in-store,
online/internet, and mobile.
 Engages the customer actively.
 Lower cost on product distribution.
 Cross-selling
• Record labels can leverage on The Distributor’ gamer network with
inclination to music with a very high probability of customer to sales
conversion.
• The Distributor can leverage on Record labels audience network and easily
convert passive audiences to active.
• The Provider provides customer loyalty and retention as well as additional
distribution point for content and advertising.

5. Technical Specification of the Auto-launch
Application
(The DRM Content Extraction Program)
o Introduction
Distribution, usage, ownership control for digital contents is the most sought Holy Grail for the Music
industry. However, that truth is, digital contents can never be totally protected from piracy but it we can
create schemes to track and create deterrence.
In the case of Digital Music content, it’s on a very bad state at the moment in terms of protection. It is
shared rampantly and the worst thing about it is, the medium use by record labels to distribute music is
the same medium used for unauthorized sharing – the CD. This is what actually makes piracy successful;
not on individual sharing of content but sharing in bulk and competing on the same distribution line as the
record labels.
Let’s first put aside exiting DRM as solution since historically it has never worked. Let’s first look at what
other problems the digital revolution has created -- sometimes a problem is actually a solution to another
problem.
Internet makes sharing anything easy, that’s how it was designed to be. However we misunderstood the
difference between accessibility and sharing such that we use the Internet to make everything we have
accessible. – including our privacy. Things like address, real names, and personal phone numbers are
private information that can be easily found once it is accessible online; therefore people are reluctant to
publish them online.
So let us apply the privacy problem as a solution in our Digital Music problem; use privacy as a deterrent
to share Music. This is only possible if we can tag the CD bought with the buyer’s identity. Such that
sharing and copying the CD for the purpose of piracy compromises the user’s privacy.
o Definition of Terms
a. DRM – Digital Right Management, a scheme to control usage, distribution and ownership of
Digital contents.
b. SMS – Short Message Service, common known locally as text message sent via mobile.
c. Auto-launch – also known as auto-run feature on Data CDs popular to software installers.
d. Package – a digital container for digital contents and commonly it is compressed and encrypted.
e. Encryption – a security by obscurity, digital contents are obscured and they are theoretically
impossible to read without a decryption key.
f. PIN – also known as the decryption key.
g. Hybrid CD – a well know format for CD which enable them to store both Audio/VCD contents and
data.
o Software Specification
The solution requires a combination of changes in the recording format for Audio CD, a compression-

6. encryption-decryption software and a server-side solution to handle mobile registration, CD serial number
authentication, PIN generation and SMS subscription service.
a. Hybrid CD format
Audio CD used for distribution of Music is changed from pure Audio CD format to Hybrid CD. This
allows additional content for PC to be included such as a game installer, packages of MP3 Music
contents and provide Auto-launch features for PCs.
b. Auto-launch
Commonly known as “autorun” because it uses the file autorun.ini to be included in the Data CD,
this file tells the PC to execute a program file from the CD when it is inserted into the drive.
i. DRM Content Extraction Program -- an application written in Java which provide the
user an installation menu interface which can be used to execute the game installer or
unpack the MP3 Music package.
ii. Package – there are four (4) MP3 Music packages included on the CD which is
compressed and encrypted. Only the DRM Content Extraction Program knows how to
decrypt the contents after uncompressing the package.
c. Security
1. User must register via SMS to receive the PIN for use with the DRM Content Extraction
Program. User must send a text message to 2948 containing the following:
CDREG <CD serial number> <fname> <fname> <lname> <address>
2. The server side application will try to authenticate the <CD serial number>, if it is already
used, the registration is denied. Otherwise the <fname>, <lname> and <address> is
registered with the <CD serial number> and mobile number.
a. Alternatively for denied registration, SMS is sent to the original mobile
number used to register the <CD serial number>
b. For repeated cases of denied registration, the original owner of the
<CD serial number> will be contacted for suspicion of piracy or charged
with additional fees via mobile.
3. The server side application will create a PIN for the user specific to the week using the
following mathematical equation:
a. X = 9999999999 - <last 10 digit of mobile number>
b. Value of X will be a 10-9 digit difference of the operation. If the mobile number
is 9171234567, then X = 828765432 according to the equation (a).
c. Divide the digits of X into groups of 3 such that it will form:
Group Value
X1 828
X2 765
X3 432
d. Take the current date and form a 8 digit number using the format
<Year><month><day> and let this be known as Y. For example if the current
date is March 14, 2008 then Y = 20080314
e. Find the value of Z using the following equation.
Z = Y - 19800519
for our current example Z = 279795

7. f. Divide the digits of Z into groups of 2 such with our current sample that it will
form:
Group Value
Z1 27
Z2 97
Z3 95
g. Form the PIN using the following pattern:
PIN = <X1><Z1><X2><Z2><X3><Z3>
using our current example, PIN = 828277659743295
4. The user will receive the PIN as SMS reply.
5. The user must then key in into the DRM Content Extraction Program the mobile number
and the PIN.
6. The DRM Content Extraction Program will compute in reverse to see if the PIN was
created for the current date and was requested by the mobile number at the same time
retrieves the original master key, X = 9999999999
7. The value 9999999999 will be used to uncompress the encrypted MP3 Music packages
on the CD.
8. The user will be prompted where to save the extracted MP3.
9. The user can play the MP3 files using the PC, Mobile, iPod or any of compatible players
widely available in the market.
10. The succeeding week, a new PIN will be received by the user to extract another MP3
Music packages on the CD.
11. A total of 4 PINs will be sent to the user, one every week to be used to extract the MP3
Files.
12. The master PIN is different for every batch of CD, the server must contain the serial
numbers of each CD so it can assign a master key for decryption.
13. As a deterrent against sharing, The CD cannot be shared or copied without exposing the
mobile number of the original buyer
o Hardware Specification
System will use The Provider’s existing infrastructure while the ISO image (as Hybrid CD format) to be used
for producing the CDs can also be provided by The Provider.
o Diagrams
See Appendix.
Document prepared by: Roger Filomeno, March 14, 2008
Document status: draft
Revision: 1.0