welcome to our ultraviolet event! · © 2011 digital entertainment content ecosystem (dece) llc not...

© 2011 Digital Entertainment Content Ecosystem (DECE) LLC

Not for public distribution. For use by <company> only

Welcome to our UltraViolet event! • Don’t know the people next to you? Why not introduce yourself?

• This session will not cover any topics that would cause you or DECE any concerns under competition law, such as prices, costs, profits, customer details, inventory or sales data. Please help us to achieve the DECE objectives by refraining from discussions on any of these topics in any way that might affect free competition.

• There will be a photographer at the networking session! Photos will not be used publicly. Let us know if you don’t want your photo taken.



Tim Wright, sony pictures entertainment

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Vice-President, Worldwide New Media and Technology



an introduction



The agenda for tonight!• Who is behind UltraViolet?

• Why do we need UltraViolet and what does the User get with it?

• What is the UltraViolet ecosystem?

• What roles can industry take in the UltraViolet ecosystem?

• Q&A

• Next steps

• Networking drinks from 5.30pm to 7pm



Who is behind UltraViolet™?

• U.S. limited liability company (legal entity) organized to: – Develop & license specifications and legal agreements for digital

content

– Operate an open, interoperable digital rights locker as a shared utility

– Build consumer brand for assurance of choice, confidence & freedom

• First members in June 2008; now nearly 70 members

Digital Entertainment Content Ecosystem (DECE) LLC

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Digital media technology leaders



CHRIS LAWMANAGING DIRECTOR & SVP

TV & Digital Distribution, UK & Eire, Warner Bros.

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Status Quo

16.8bn DVDs have been sold WW – “people want to own and collect”

However,

•Digital experience is poorer today than the DVD

• Lack of choice, confidence and freedom

•Poor Investment and Operations economics

• Each system customer build, resource intensive, inhibits market development

•Stalled Marketplace

• Fragmented efforts and information

Consumer expectations for digital are higher and need to be fulfilled



Freedom of Entertainment – the promise



Freedom of Entertainment – promise guaranteed

Consumer satisfaction

• 12 devices, 6 users, 3 simultaneous streams

• Freedom of Choice to purchase content from any retailer, service or device

• Freedom to Experience digital entertainment across an unprecedented range of devices

• Confidence that the experience will be consistent, familiar and easy to use.

Business confidence – scaleable, marketable business.

• Especially high-affinity segments – HH with teens/kids, 18-34 year olds, Blu-ray buyers and renters.

• Consumers indicate they will change behaviour for UltraViolet

• Buy from one content retailer instead of another

• Buy content a higher proportion of time

• Pay a little more ($1-2+)



Tim Wright, sony pictures entertainment

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Vice-President, Worldwide New Media and Technology



UltraViolet™ Ecosystem Roles

DownloadService

Providers

Retailers

Client Implementers

DECECoordinator

Provides content fulfillment services for Retailers

Sells UltraViolet content

Makes compliant UltraViolet Devices (hardware or software-based)

Manages UltraViolet Accounts and purchase histories

Locker AccessService

Providers

Streams consumers’ UltraViolet titles

Content Providers

Licenses content into the Ecosystem

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Single company can take many

roles



Being part of the ecosystem

• For each role there is a legal agreement with DECE LLC

• There are fees, which are for cost recovery purposes only

• All relevant parts of an UltraViolet service must have signed the relevant agreement:

• If you are a Retailer, you must be signed up, and your Content Provider and Download Service Provider must be signed up too



Common File Format• Single file can work with multiple DRM systems• The provisionally approved UltraViolet DRMs are: Adobe Flash

Access 2.0; Marlin; Microsoft Playready; OMA DRM Version 2; Widevine

• Single file format for streaming, (progressive) download, adaptive bit rate streaming, broadcast

• File format has 3 profiles: HD, SD and Portable Definition (PD)• Built on industry standards: ISO MPEG4, video codec is H.264

and audio codec is AAC• A single industry file format can reduce transcoding costs for

everyone



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Nidhish parikh – nokia,Director, Personal Media Industry Collaborations

David burton – ROVI,Marketing Director

Kristen finney – 20th century fox, Vice President, International PPV, VOD and EST

Maria ingold – filmflex Movies,Head of Technology

Lee Suker – Neustar,Account Director




Not for public distribution. For use within <???> only

The Retailer ROLE• Retailers sell UltraViolet Content to consumers

• Obtain rights to download and stream UltraViolet Content via bilateral deals with UltraViolet Content Providers

• Arrange for fulfilment (download) of the content/rights that users buy, via their partner Download Service Provider (“DSP”, more on this role later)

• Retailers must be able to provide content in all UltraViolet approved DRMs, via their DSP

• Arrange for streaming to consumers of the UltraViolet Content they have sold, via their partner Locker Access Service Provider (“LASP”, more on this role later)

• Users can manage their UltraViolet accounts through their Retailer (or via uvvu.com)





• Streams UltraViolet content to users that they have already bought

• Obtain rights to stream UltraViolet Content via bilateral deals with UltraViolet Content Providers

• Protect streams with an approved streaming method

• Interfaces to the Coordinator to comply with usage limits (maximum of 3 simultaneous streams)

• Users can manage their UltraViolet accounts through their LASP (or via uvvu.com)

• UltraViolet does NOT specify how the streams are paid for

The locker access service provider ROLE – the streaming service provider





Content Provider• Licenses content to Retailers (negotiated bilaterally)

–Rights to sell, stream, and authorize a DSP to fulfill content it sold, and issue associated DRM Licenses

–Rights for users to have a physical copy

• Licenses Content to LASPs (negotiated bilaterally)–Right to stream individual titles sold by Retailers

• Publishes content and metadata–Encodes, encrypt, and distribute UltraViolet content in the common file format and provides encryption keys

–Provides metadata to Coordinator (identity, ratings, holdbacks)




Not for public distribution. For use within <???> only19

Client Implementer – Key FeaturesClient Implementer1. Create & offer UltraViolet Devices to enable Consumers to play

UltraViolet Content● 2. Must implement the Common File Format (CFF)

● 3. Physical Device or a software application (e.g. on a PC)

5. Display UltraViolet logo on device

6. Support one (or more) of Approved DRMs & comply with output rules

4. Devices may support streaming

7. Playback Resolution must match device capabilities – HD/SD/PD





• Enabling UltraViolet content access on behalf of one or more Retailers – providing the digital content supply chain

• Takes in UltraViolet content from Retailers or Content Providers

• Downloads UltraViolet content and rights to users

• Interoperates with Coordinator to obtain user device information

• DSP can choose to support one, some, or all approved DRMs

• The DRM, not the DSP, is responsible for content security

Download service provider





Coordinator• The principal actives are user and account management, and

maintaining the user’s library / UltraViolet purchase history

• Enables interoperability between each of the other Roles in the Ecosystem.

• It manages the Ecosystem data and is responsible for enforcing Usage Model parameters globally.

• Roles communicate with the Coordinator via defined web services APIs

• Users access their account in the Coordinator either their Retailer or via www.uvvu.com





Wrap up



Timescales for 2011• January 2011 – evaluation specs and licensing agreements available

under NDA– E-mail [email protected] to get the NDA

– We really encourage you to do this!

• Mid 2011 – rights locker and first services expected to launch in US

• Later in 2011 – rights locker and first services expected to launch in UK and Canada

• Times for further markets to be announced later

• UltraViolet software apps within 2011, embedded devices expected early 2012

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getting more involved and next steps

• Think about where you would fit into the UltraViolet ecosystem

• Get hold of the specs and license agreements

• There will be some key dates leading up to the UltraViolet service launch, and we will be following up with you on them

• If you want to launch UltraViolet services this year, start talking to your partners now! And let us know, so we can help you

• If you want to join DECE, e-mail [email protected] to get the NDA you need to sign

– Joining enables you to take part in and monitor future standards work

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The ultraviolet ecosystem building blocks

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Generous and

consistent proposition and access for users

Valuable Usage Model

Open, interoperable shared-cost rights locker and account

management

Web-based Rights Locker

Standardizing links in the value chain–innovation

and choice in B2C and B2B

Open Technical Specs

Identity and value

proposition coordinated

across content, retail and

device contexts

UltraViolet Logo & Marketing

Legal framework and fee structure for defined roles

Licensing Program

UltraViolet: a media format for the connected world





Questions and answers

welcome to our ultraviolet event! · © 2011 digital entertainment content ecosystem (dece) llc not...

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