Beep Science, a leading provider of mobile Digital Rights Management (DRM) solutions, officially launched the Mobile DRM Accelerator Initiative. The initiative is supported by leading media and rights organisations including: MTV, IMG, Tiscali and Zed Media.
The 'darknet', where content is freely distributed on the internet, has led to the media industry losing billions of dollars in what has become the largest illegal and payment-free, consumer channel for music and film. Not wanting to repeat this situation, Beep Science and major players in the media industry are championing the accelerated implementation of sufficient DRM solutions with mobile operators to prevent another potentially large revenue source being 'Napsterized'.
The initiative has been formed in order to 'kick-start' the secure and profitable distribution of mobile content by providing a direct channel for dialogue between content providers and mobile network operators.
The Mobile DRM Accelerator Initiative has already identified a number of key issues which it is tabling as top priority for discussion with network operators:
• Peer-to-peer opportunities (Super-distribution)
• User friendliness is the key to success
• Enable valuable mobile marketing and sponsoring services
• Holy grail of 100 per cent DRM security is not necessary
• Value-chain reward
"The media industry learnt some very hard lessons from the Internet," said Jan Rune Hetle, CEO, Beep Science. "By bringing together leading media players, the Mobile DRM Accelerator Initiative will prepare, engage and challenge network operators to ensure the multi-billion dollar mobile content market is fair and secures distribution of revenues throughout the value-chain. End-users have already shown their willingness to pay for mobile content, the industry has to leverage this by keeping the usage simple, fun and attractive. Mobile DRM is not about preventing usage with annoying security schemes, it's about encouraging and facilitating the use of authorised content and controlling the use of unauthorised content."
Odette Albani, Vice President Mobile Platforms, MTV agreed: "We need to avoid another 'Napster-like' scenario when utilizing the mobile network as a media channel. Content providers will be more willing to jump onboard if DRM is in place. Additionally, operators need to consider content tracking in order to assess the performance of the content provided, this leads directly to flexible content acquisition negotiations, based on success."
"The growing use of rich media within mobile content services requires a DRM infrastructure and deployment model that supports the user experience and protects rights holders," said Mark Selby, Head of Mobile Channels, IMG, the world's largest rights management company.
"Everybody in the value chain needs to be rewarded," says Matt West, Head of Value Added Services, Tiscali UK. "developing a compelling consumer proposition is paramount to driving the mobile media content market place".
"Using the mobile network as a media channel brings new players into the mobile value chain, and mobile DRM is a key enabler for sponsoring and mobile marketing: The more information available about the end-users, the more interesting the marketing proposition is to our clients", said Jacqui Church, Head of Emerging Media, Zed Media.
