Presentation given at IDPF Digital Book 2012, Book Expo America, New York, NY, June 2012

1. The L d
Th Landscape of Content P t ti
f C t t Protection
Technology:
Implications for Digital Publishing
June 5, 2012
Bill Rosenblatt
GiantSteps Media Technology Strategies
www.giantstepsmts.com
billr@giantstepsmts.com 212 956 1045
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2. Ways to Fight Copyright Infringement
Legal
Economic
Behavioral
Technical
(Courtesy Larry Lessig, Code and Other Laws of Cyberspace)
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3. Ways to Fight Copyright Infringement
Legal: Strengthen copyright law
Economic: Make content cheaper & easier to access
Behavioral: Educate public about copyright
Technical: Use technology to enforce copyright
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(Courtesy Larry Lessig, Code and Other Laws of Cyberspace)
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4. Technical Methods
Proactive Reactive
 Limit what consumer can do  Don’t limit what consumer can
with content do with content
 Encrypt content, require special  Search for infringing copies of
s/w or h/w to decrypt content
 Ti access to user or device
Tie t d i  Id tif their source by context
Identify th i b t t
identity or examination
 Expiry date & time  Create evidence for legal
 Limits on print, copy to infringement complaint
clipboard, etc.
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5. Technical Methods
DRM Content Identification
 Limit what consumer can do  Don’t limit what consumer can
with content do with content
 Encrypt content, require special  Search for infringing copies of
s/w or h/w to decrypt content
 Ti access to user or device
Tie t d i  Id tif their source by context
Identify th i b t t
identity or examination
 Expiry date & time  Create evidence for legal
 Limits on print, copy to infringement complaint
clipboard, etc.
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6. Pros and Cons of DRM
Constituency Attribute DRM
Publishers Piracy Maybe
Retailers Lock-in Yes
Libraries E-lending Some
Distributors, E- Cost to implement Yes
reader vendors
Users Portability Restricted
Users Sharing Restricted
Users Borrowing Some
eReading Market Growth Fragmentation
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7. Fragmentation:
Current DRM f eBooks
C t DRMs for B k
DRM Platforms
AZW DRM Amazon Kindle devices/apps
Adobe Content Server 4 B&N Nook Sony Reader
Nook, Reader,
(ACS4) Kobo Reader, various others
Apple FairPlay iOS (iPhone, iPad)
“Screen shot DRM” Google Books
Fictionwise DRM B&N Nook
Microsoft PlayReady Blio Reader
Kobo Vox DRM Kobo Vox tablet
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8. DRM in Music
Paid downloads DRM free
DRM-free
iTunes post-DRM functionality restrictions
Streams (Spotify, Pandora) encrypted
“Offline listening mode” in mobile subscription
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services (Spotify, Rhapsody, MOG) use DRM
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9. DRM in Movies & TV
Protection getting stronger not weaker
stronger,
“Software hardening” to deter hacking
Impact of hacks limited
Forensic antipiracy services to catch hacks
p y
UltraViolet standard for downloads: family accounts,
rights locker, 5 DRMs, stream encryption
locker DRMs
Watermarking + encryption for early window high def
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10. DRM for Corporate Documents
Protect confidential information
Adjunct to corporate content management systems
Complements firewalls, DLP, SSO, etc.
Strong protection
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Integrated into Word, Excel, Acrobat, etc.
Integrated with identity management
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11. Content Identification in Publishing
Watermarking Fingerprinting
(Safari,
(Safari Booxtream) (Attributor,
(Attributor Irdeto)
 Adding user identity into to  Examining files to determine
downloaded eBook their identity
y
 User ID, real name, cc# in  Fancy form of pattern matching
obfuscated or plaintext form  Requires web crawling to find
 Once, in every chapter, or on
O i h t unauthorized copies online
th i d i li
every page  Cannot identify user who
 Legal one-click hacks possible
one click copied content
 Web crawling optional  Hacks not relevant
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12. Content Identification in Publishing
Watermarking Fingerprinting
 Safari Books Online  At least 4 of Big 6 trade
PDF downloads:  Majority of major K-12 and
K 12
user’s name on every page higher ed
 Harry Potter EPUB downloads:  Many major STM and
obfuscated user ID on copyright university presses
i it
page
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13. Publishers Going DRM-Free?
Genres: SF/fantasy, IT
SF/fantasy
Demographics: young/techie
…otherwise most publishers do and will use DRM
…and publishers either use it for e-lending or don’t
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allow e-lending at all
Particularly hard to imagine higher ed & profesional
going DRM-free
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14. Non-Optimal Choices
Status quo Go DRM-free
Standardize strong DRM Standardize w’marking
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15. Non-Optimal Choices
Status quo Go DRM-free
• M k tf
Market fragmentation
t ti
and slower e-readership
g
growth
• Or monopoly
Standardize t
St d di strong DRM Standardize ’ ki
St d di w’marking
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16. Non-Optimal Choices
Status quo Go DRM-free
• M k tf
Market fragmentation
t ti • I
Irreversible d i i
ibl decision
and slower e-readership • Not practical for some
g
growth models
• Or monopoly • Might increase piracy
Standardize t
St d di strong DRM Standardize ’ ki
St d di w’marking
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17. Non-Optimal Choices
Status quo Go DRM-free
• M k tf
Market fragmentation
t ti • I
Irreversible d i i
ibl decision
and slower e-readership • Not practical for some
g
growth models
• Or monopoly • Might increase piracy
Standardize t
St d di strong DRM Standardize ’ ki
St d di w’marking
• Expensive and complex
• Resistance from retailers
and device makers
• Privacy issues
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18. Non-Optimal Choices
Status quo Go DRM-free
• M k tf
Market fragmentation
t ti • I
Irreversible d i i
ibl decision
and slower e-readership • Not practical for some
g
growth models
• Or monopoly • Might increase piracy
Standardize t
St d di strong DRM Standardize ’ ki
St d di w’marking
• Expensive and complex • Privacy vs. efficacy
• Resistance from retailers tradeoff
and device makers • Hacks are legal
• Privacy issues
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19. IDPF Is Exploring a New Choice:
EPUB LCP
 Lightweight Content Protection for EPUB 3
 Open pro-competitive standard
 Use personal information (e.g. name email cc#)
(e g name, email,
as password, stored in obfuscated form
 Complementary to watermarking
 Library lending (expiry period) support
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20. EPUB LCP is “Lightweight”
Give away password to others, they can read content
others
– “Social DRM” concept
– Who do you trust with your personal information?
No “phoning home”
– Heavyweight DRM depends on it
– Can be used offline (or if retailer goes out of business)
Designed to be extended for certain markets
– More security
– More business models
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21. Heavyweight vs. Lightweight
Heavyweight Lightweight
File sharing Restricted “Social”
Net cnxn required
q Yes No
One-click hacks No Yes
Recovery from hacks Possible Not possible
Legality of hacks Illegal Illegal
Cost/complexity Expensive/complex Cheaper/simpler
Bus model flexibility More Less
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22. Security Strength of DRMs and
Anticircumvention Law
A ti i ti L
Illegal under Anticircumvention Law
No DRM Light DRM Heavy DRM
One-Click Hacks Available
Watermark EPUB LCP ACS4, AZW Pay TV CAS/DRM
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23. Models Not Possible with EPUB LCP
 Separate license delivery
– One file, multiple sets of rights
 Domain authentication
– “Family accounts”: multiple users and/or devices
 License chaining
– Subscription services
 Master-slave
–S
Secure t
transfer f
f from PC t portable d i
to t bl device
 Forward-and-delete
– Support for “Digital First Sale”
Digital Sale
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24. Window of Opportunity
Fragmentation increasing
– E.g. Kobo replacing ACS4 with proprietary DRM
Amazon at ~60% market share
60%
– Tipping point between monopoly and fragmentation
E-reading i
E di going global
l b l
– Moving into higher-piracy markets
EUPB 2 – EPUB 3 transition
t iti
– Opportunity to rectify IDPF’s historical inaction on DRM
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25. What IDPF Is Doing
Engaged GiantSteps to help with EPUB LCP design
Draft requirements
Soliciting comments from knowledgeable
constituents… like you!
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26. More Information
www.giantstepsmts.com
www.copyrightandtechnology.com
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27. Bill Rosenblatt
GiantSteps Media Technology Strategies
billr@giantstepsmts.com
212 956 1045
www.giantstepsmts.com
copyrightandtechnology.com
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