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Introduction
 
With the growing penetration of wireless networks in consumer households, consumers are seeking to share their rich media content between their audio/visual devices (including PCs). This report analyzes the, nascent, market for digital rights management (DRM) technologies which will protect the rights and manage the distribution of such content.
 

 
Scope
 
This report is primarily focused upon the development of digital rights management (DRM) in the US and Europe.
 
Datamonitor spoke to content owners and distributors, DRM patent holders, home networking companies and members of the CE/PC market as research.
 
Highlights
 
The growth of wireless home networks is encouraging consumers to seek to share their rich media content between devices. At present consumers are limited because there are not effective DRM solutions available. But if the content industry does not act soon consumers will seek potentially non-legal alternatives.
 

 
The DRM market participants appear to have come to the same conclusion: that the DRM market will be larger if they co-operate and develop interoperable systems, than if they seek to develop their own proprietary technology. This should be good news for consumers, content owners and CE (consumer electronics) manufacturers.
 

 
Reasons to Purchase
 
DRM will have a dramatic impact on consumer media consumption and it will alter the landscape for content owners/distributors and CE/PC manufacturers.
 
This report analyzes the key influencers in the DRM market. It is crucial for content owners and CE manufacturers to pick the right partners.
 
The analysis of how this market should develop will prove insightful to content owners/distributors, CE/PC vendors and DRM solution vendors.

TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Introduction 3
 
Market context 3
 
The DRM end-game: super-distribution 3
 
Trust and hand-off, the key issues 3
 
DRM interoperability, death and taxes – some of life’s certainties 4
 
Where is the DRM market today? 4
 
Open standards bodies 4
 
The leading DRM initiatives today 5
 
Regional standards and the role of governments 5
 
Soon to develop from a unique selling point into a necessity 5
 
Competitive dynamics 6
 
Apple 6
 
ContentGuard 6
 
CoreMedia 6
 
IBM 6
 
InterTrust 7
 
IPR Systems 7
 
Macrovision 7
 
Microsoft 7
 
Philips 7
 
RealNetworks 8
 
Sony 8
 
Thomson 8
 
The conditional access vendors 8
 
Traditional IT security vendors 8
 
The future decoded 9
 
The challenge: marketing DRM to consumers 9
 
Interoperability will be achieved 9
 
Who are the gatekeepers? 9
 
When and why will it develop? 10
 
CHAPTER 2 INTRODUCTION 19
 
What is this report about? 19
 
Who is the target reader? 19
 
How to use this report 19
 
CHAPTER 3 MARKET CONTEXT 20
 
Introduction 20
 
Key findings 20
 
What is DRM? 20
 
What it is not 21
 
“Fair use” 22
 
How a DRM solution works 22
 
Forward-locking 23
 
The DRM end-game: super-distribution 23
 
DRM interoperability, death, taxes: some of life’s certainties 24
 
DRM developers will need multiple licenses 25
 
Trust and hand-off, the key issues 25
 
Where is the DRM market today? 26
 
File filtering yesterday, acoustic finger-printing today 27
 
CD copy protection 30
 
DVD copy protection 31
 
Legal P2P networks 32
 
Open standard DRM bodies 32
 
Open Mobile Alliance (OMA) 33
 
Digital Living Network Alliance (DLNA) 36
 
Digital Transmission Content Protection (DTCP) 37
 
Moving Pictures Experts Group (MPEG) 37
 
MI3P 38
 
DOI 39
 
OASIS, WS-I and W3C 39
 
4C Entity 39
 
Leading DRM initiatives today 40
 
The Coral Consortium 41
 
Content Reference Forum 41
 
Digital Media Project 42
 
Marlin Joint Development Association 43
 
Secure Video Processor (SVP) 43
 
SmartRight 45
 
Regional standards and the role of governments 46
 
Governments have understood the seriousness of DRM 46
 
Unlikely to be different regional standards 47
 
The role of the content owners 48
 
Revocation and multiple business models 48
 
The DRM opportunity: back down to earth 49
 
Soon to develop from a unique selling point into a necessity 50
 
A license fee business model 50
 
Market size 51
 
CHAPTER 4 COMPETITIVE DYNAMICS 55
 
Introduction 55
 
Key findings 55
 
DRM vendors 55
 
Apple 56
 
ContentGuard 56
 
CoreMedia 57
 
IBM 57
 
InterTrust 58
 
IPR Systems 59
 
Macrovision 59
 
Microsoft 60
 
Philips 61
 
RealNetworks 61
 
Sony 61
 
Thomson 63
 
The conditional access vendors 63
 
What of the traditional IT security vendors? 64
 
CHAPTER 5 THE FUTURE DECODED 65
 
Introduction 65
 
Key findings 65
 
Is DRM still a technology ahead of its time? 65
 
The challenge: marketing DRM to consumers 66
 
Interoperability will be achieved 66
 
OMA: the dark horse 67
 
How will the market eventually develop? 67
 
Who are the gatekeepers? 68
 
Technically, how will DRM systems be deployed? 69
 
When will it develop? 69
 
Why will it develop? 70
 
CHAPTER 6 APPENDIX 72
 
Definitions 73
 
Future readings 73
 
SPP writing team 73
 
How to contact experts in your industry 74
 

 

 
LIST OF TABLES
 
Table 1: Wireless home networking and media sharing forecast (data) 53
 
Table 2: Detailed wireless home networking model 72
 

 

 
LIST OF FIGURES
 
Figure 1: The basic architecture of a DRM system 23
 
Figure 2: Importance of open standard bodies on DRM development 33
 
Figure 3: The OMA DRM infrastructure 34
 
Figure 4: Leading members of the key DRM initiatives 40
 
Figure 5: The DRM architecture for SVP 45
 
Figure 6: Evolution of DRM technology 52
 
Figure 7: Wireless home networking and media sharing forecast 53
 
Figure 8: Potential impact of DRM on the revenue timeline for a film 54
 
Figure 9: Sony’s OpenMG DRM solution 62