To DRM or not to DRM?

To DRM or not
to DRM? ESCE/IPS, 6 de Dezembro, 2011

ISCTE-IUL/ISTA/ADETTI-IUL Carlos Serrão
Instituto Superior de Ciências do Trabalho e da Empresa carlos.serrao@iscte.pt
Lisbon University Institute carlos.j.serrao@gmail.com
ISCTE-IUL School of Technology and Architecture
ADETTI-IUL http://www.carlosserrao.net
http://blog.carlosserrao.net
http://www.linkedin.com/in/carlosserrao

About me...
2

To DRM or not to DRM? 6.Dez.2011

Content
3

¨ In media production and publishing, content is
information and experiences that may provide
value for an end-user/audience in specific
contexts.
¨ Content may be delivered via any medium such
as the internet, television, and audio CDs, as well
as live events such as conferences and stage
performances.
¨ The word is used to identify and quantify various
formats and genres of information as
manageable value-adding components of media.

Intellectual Property
4

¨ Intellectual property (IP) is a term referring to a number of distinct
types of creations of the mind for which a set of exclusive rights are
recognized—and the corresponding fields of law
¨ Under intellectual property law, owners are granted certain exclusive
rights to a variety of intangible assets, such as musical, literary, and
artistic works; discoveries and inventions; and words, phrases, symbols,
and designs.
¨ Types of intellectual property rights:
¤ copyrights
¤ trademarks
¤ patents
¤ industrial design rights
¤ trade secrets
¤ ...


Copyright is a legal concept, enacted by
most governments, giving the creator
of an original work exclusive rights to
it, usually for a limited time.

Generally, it is "the right to copy", but
also gives the copyright holder the right
to be credited for the work, to
determine who may adapt the work to
other forms, who may perform the
work, who may financially benefit from
it, and other, related rights.

Digital Content
6

¨ Advantages and Opportunities
¤ better content
¤ new and better delivery channels
¤ new customers
¤ faster delivery
¤ ...

¨ Disadvantages and Challenges
¤ piracy and uncontrolled distribution
¤ ...


Piracy...
... the right way to fight it?

Content
13

¨ Answer from content industry
¤ Digital

¤ Rights

¤ Management

¨ and
¤ Copy

¤ Protection/Prevention


DRM interoperability
14

¨ DRM involves the:
¤ description

¤ layering

¤ analysis

¤ valuation

¤ trading

¤ and monitoring of rights
¨ over an individual or organization's assets, in
digital format.

CD
eXtended Copy Protection (XCP)

Copy-Protection on CDs
Sony BMG CD copy protection rootkit
scandal

MediaMax CD-3

Copy-Protection on CDs

A
rootkit
is
so;ware
that
enables
con0nued
privileged
access
to
a
computer

while
ac0vely
hiding
its
presence
from
administrators
by
subver0ng
standard

opera0ng
system
func0onality
or
other
applica0ons.

Mark Russinovich
(Sysinternals, actual Microsoft)

#FAIL
Mark Russinovich
(Sysinternals, actual Microsoft)

DVD
CSS content-scrambling system
1996-1999

1. CSS prevents byte-for-byte copies of an MPEG (digital video)
stream from being playable since such copies do not include
the keys that are hidden on the lead-in area of the restricted
DVD.

2. CSS provides a reason for manufacturers to make their
devices compliant with an industry-controlled standard, since
CSS scrambled discs cannot in principle be played on
noncompliant devices.

Jon Lech Johansen (a.k.a. DVD Jon)

DeCSS
QTFairUse
DeDRM
PyMusique, SharpMusic (iTunes alternatives)
DoubleTwist

AACS
Advanced Access Content System

HD-DVD, BlueRay

Since appearing in devices in
2006, several AACS
decryption keys have been
extracted from weakly
protected software players
and published on the
Internet, allowing
decryption by other
unlicensed software.

Digital files cannot be made
uncopyable, any more than
water can be made not wet.
Bruce Schneier
in Crypto Gram, 15 May 2001
http://www.schneier.com/crypto-gram-0105.html#3

It was originally founded as a pioneering peer-
to-peer file sharing Internet service that
emphasized sharing audio files, typically
music, encoded in MP3 format. John Fanning Shawn Fanning

In its second incarnation Napster became an
online music store until it merged with
Rhapsody on 1 December 2011.

Digital Millennium Copyright Act (DMCA)

United States copyright law that implements two 1996
treaties of the World Intellectual Property Organization
(WIPO)

Criminalizes production and dissemination of technology,
devices, or services intended to circumvent measures
that control access to copyrighted works

Criminalizes the act of circumventing an access control,
whether or not there is actual infringement of copyright
itself

Digital Content Value-Chain
26


26

Creator Publisher Aggregator Distributor Retailer Consumer

Content Creation, Capture
Content Rights
Establishment
Content Rights Validation
Content Packaging
Content Repository
Content Trading
Content Distribution

Content Trading
Content Distribution
Content Payment Content Trading
Permission
Management


Digital Rights Management
27


27



27
iTunes FairPlay


Content authors
Publishers


27
iTunes FairPlay


Apple, Inc.
Content authors
Publishers


27
iTunes FairPlay


Apple, Inc.
Content authors
Publishers

Apple content
servers


27
iTunes FairPlay


Apple, Inc.
Content authors
Publishers

Apple iTunes
Apple content content store
servers


27
iTunes FairPlay


Apple, Inc.
Content authors
Publishers

Apple iTunes
Apple content content store
servers Apple iPod, iPhone,
Apple TV, ...


28


28
Windows Media DRM


Content authors
Publishers


28
Windows Media DRM


Content authors
Publishers Content is encoded,
protected and stored


28
Windows Media DRM


Content authors
Publishers Content is encoded,
protected and stored

Protected content is
made available to stores


28
Windows Media DRM


Content authors Content acquired
Publishers Content is encoded, and dowloaded +
protected and stored license

Protected content is
made available to stores
License
production


g
tin
pu
m
Co
d
te
us
Tr

http://youtu.be/UnXU7z2_6Jg

http://www.ted.com/talks/larry_lessig_says_the_law_is_strangling_creativity.html

33


33

Consumer Distributor is Aggregator is Consumer
Creator Publisher Aggregator is Creator ConsumerConsumer is
Retailer
Consumer is Publisher
Consumer
Distributor Retailer

¨ Consumers are “active” not “passive”

¨ Consumers take other roles on DCVC

¨ Changes the established rights management
logic


35

¨ DRM 1.0 failure
¤ Vulnerable DRM systems
¤ Limitations to user experience
¤ Limited availability
¤ Offer limited protection
¤ Imposition to end-users
¤ Lack of interoperability

¨ DRM 2.0 must solve these issues

36

DRM 1.0 DRM 1.5 DRM 2.0
Apple OpenIPM DMP
Fairplay P Chillout
Coral
Windows Media OMA DRM
DRM DReaM
Marlin
MPEG-2
1
AXMedis
MIPAM
S


37

¨ DRM Layers


37

¨ DRM Layers

Rights Management

Rights Enforcement

Copy Protection


38

¨ DRM Layers – non-interoperable


38

¨ DRM Layers – non-interoperable

Rights Management X Rights Management

DRM B
DRM A

Rights Enforcement X Rights Enforcement
Copy Protection X Copy Protection


39

¨ DRM Layers - interoperable


39

¨ DRM Layers - interoperable

DRM

DRM
Rights Management Rights Management

A
B
DRM
DRM
Rights Enforcement Rights Enforcement

A
B

DRM
DRM
Copy Protection Copy Protection
B
A


40

¨ Interoperability strategies (International
Standards):
¤ Full format interoperability
¤ Connected interoperability
¤ Configuration driven interoperability


41

DRM 1.0 DRM 1.5 DRM 2.0
Apple OpenIPM DMP
Fairplay P Chillout
Coral
Windows Media OMA DRM
DRM DReaM
Marlin
MPEG-2
1
AXMedis
Interoperability MIPAM
S


OpenSDRM
42


Creative Commons licenses
are several copyright
licenses that allow the
distribution of copyrighted
works.

The licenses differ by
several combinations that
condition the terms of
distribution.

Attribution (by)
Licensees may copy, distribute, display and perform the work and
make derivative works based on it only if they give the author or
licensor the credits in the manner specified by these.

Noncommercial (nc)
Licensees may copy, distribute, display, and perform the work and
make derivative works based on it only for noncommercial
purposes.

No Derivative Works (nd)
Licensees may copy, distribute, display and perform only verbatim
copies of the work, not derivative works based on it.

Share-alike (sa)
Licensees may distribute derivative works only under a license
identical to the license that governs the original work.

Still some interesting technical
challenges

- Formats
- Interoperability
- Security

Better control to private information

- Social Networks
- Private information sharing

Applicability to vertical sectors

- Health
- Business information
- Education and Research

Super-copy

Super-distribution

Monetization

To DRM or not to DRM?

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