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(keitai-l) Re: DRM for picture messaging

From: Cedric NICOLAS <cedric.nicolas_at_helo.biz>
Date: 01/10/03
Message-ID: <EMENLGFFBIJFDIMDOEBOOEEFCNAA.cedric.nicolas_at_helo.biz>
Agree with you Gerhard, but why when you ask to some content providers =
if they prefer I-mode mail or MMS, they answer you " I prefer I-mode =
mail because I'm sure that with I-mode handsets my content won't be =
copied or transferred without paying the rights I'm waiting for ?". In =
fact I-mode handsets, and this is the case in Europe too, give the =
ability to protect content (ringtones, images) by putting a protection =
bit to "true" in the header of the content, that blocks all possible =
transfers of that content once it has been downloaded. In fact, the =
problem in mobile is not the fact that content providers will sue or not =
an individual who do illegal copy or transfer (it's impossible), but, if =
you allow this on chargeable content, then the business model on mobiles =
for content providers might seriously be compromised and content =
providers will be sued ! We have very strict laws in Europe to protect =
for example music ringtones. Each ringtone download has to generate a =
reverse amount (% of the user price) to a centralized author's =
association that redistribute those fees to authors. But the download is =
considered as personal. If the CP allow forwarding through mail without =
charging, you're out of the law...

It's why we need DRM implemented in handsets. To day I-mode phones =
implements a basic "forward lock" (non redistribution flag). We may need =
more complex DRM scheme in the future, for example for videos. But that =
basic "forward lock" doesn't exists in today MMS phones. You may now =
understand why some major CPs refuse at this time to publish their =
content on MMS...This will change, hopefully. OMA is being on a =
standardisation process on DRM, and it will come very soon on phones. =
I-mode has definitely an advance on that topic.

Cedric NICOLAS
Responsable expertise i-mode
i-mode expertise manager
Bouygues Telecom
+33 1 58 17 98 88
+33 6 60 31 13 59
cenicola_at_bouyguestelecom.fr

-----Message d'origine-----
De : keitai-l-bounce_at_appelsiini.net =
[mailto:keitai-l-bounce_at_appelsiini.net]De la part de Gerhard Fasol
Envoy=C3=A9 : vendredi 10 janvier 2003 17:08
=C3=80 : keitai-l_at_appelsiini.net
Objet : (keitai-l) Re: DRM for picture messaging


Interesting.

But I think Disney on imode and J-sky and
EZweb don't have problems with digital rights management I think.
I don't think Bandai or the weather service etc have.

I guess if someone would start piping the Disney content
to a million users and charge those users without
Disney's permission, I am sure they'll take action.
I am also sure that if I email one Mickey-Mouse picture
by email to each my sons mobile phones, that Disney
will take no action even if they find out about it.

I am also sure that if someone starts a Napster-style
service for mobile phones then the IP owners will also
close it down.

Gerhard

John Whelan wrote:
> As poster of thief original request in this thread:
>
> I agree that in many ways this *should* be a non-issue but the fact is =
=3D
> that the owners of big name branded content are very concerned about =
=3D
> DRM. While they would in the long run gain more by embracing the =3D
> superdistribution potential of mobile messaging, nevertheless they are =
=3D
> far too short sighted for various OT reasons to see beyond the next =
=3D
> quarter.
>
> In Europe we have to try and provide some comfort re: DRM to these =3D
> content providers as that have lots of cash:-). We live in the real =
=3D
> world and must give customers what they want. The real stumbling block =
=3D
> is the lack of timely standards from the standards bodies - not to =3D
> mention the numerous standard bodies that claim to be responsible for =
=3D
> messaging DRM. =3D20
>
> On the other hand of course it might hopefully turn out to benefit the =
=3D
> providers of new wave of underground and innovative content that is =
=3D
> willing to work with the medium rather than against it. Unfortunately =
=3D
> however I feel that as always the big brands will probably learn from =
=3D
> the mistakes of the minnows and win out in the end.
>
> John
>
> www.alatto.com
>
> =3D20
>
>
> -----Original Message-----
> From: keitai-l-bounce_at_appelsiini.net
> [mailto:keitai-l-bounce_at_appelsiini.net]On Behalf Of Gerhard Fasol
> Sent: 10 January 2003 03:33
> To: keitai-l_at_appelsiini.net
> Subject: (keitai-l) Re: DRM for picture messaging
>
>
>
>
>>Has anybody got any information about how the Japanese content =3D
>
> providers,
>
>>opcos and handset manufacturers tackle the thorny issue of Digital =3D
>
> Rights
>
>>Management in the area of picture messaging? I assume it is possible =
=3D
>
> for
>
>>consumers to purchase images such as comic strips, wallpapers and  =3D
>
> cutesy
>
>>animations (Hello Kitty).  Is there a mechanism to prevent the
>>redistribution of these images to other handsets?
>
>
>
> I agree with Paul that this is largely a non-issue.
>
> One point is, that e.g. the owners of "Hello Kitty" (Sanrio) don't
> want to criminalize the consumers, for example, if I attach a picture
> of "Hello Kitty" to this email and broadcast it to this email group:
> do you think Sanrio is going to take me to court and make a lot of
> people angry against Sanrio?
>
> Another point is "fair use"
>
> Another point is that Sanrio has an interest in spreading Hello Kitty,
> i.e. making Hello Kitty more famous.
>
> Another point is, that mobile internet (and other business models)
> are pretty sophisticated by now, i.e. Sanrio's business model is not
> simply selling one picture of Hello Kitty as a screen saver - they
> do a lot more that that. So if I attach a picture of Hello Kitty to
> this email and mail it to my friends on this news group, the effect
> on Sanrio's business models is zero. As an example, Sanrio (I have
> not looked into this in detail) but probably makes money by doing
> something like sending a different Hello Kitty everyday to subscribers
> of the Hello-Kitty site + Hello Kitty birthday cards etc etc etc,
> so they probably sell a large number of relatively sophisticated
> products including some variation of Hello Kitty images. So,
> if a few of the million subscribers forward one of these specialized
> images, that makes again no difference whatsoever to Sunrio's business
> models.
>
> An analogy would be for example, if I forward a single news article
> of "Wall street journal"'s online site, that is not going to
> put the WallStreet Journal out of business - on the contrary that
> is encouraged by them.
>
> Actually, come to think of it - if people forward single images
> of Hello Kitty, that's more like viral marketing and Sanrio probably
> encourages this.
>
> John, contact me off line if you need more help with understanding
> Japan's mobile internet markets - I often notice from our European
> customers that it's not so easy to understand unless you have
> worked a lot directly with it. In Japan mobile internet is a lot
> more complex now than selling single screen savers of Hello Kitty
> against a few yen.
>
> Gerhard
> ---------------------------------------------------------------------
> Gerhard Fasol, PhD                         Eurotechnology Japan K. K.
>                                         http://www.eurotechnology.com/
> ---------------------------------------------------------------------
> Read about us in "IBM developerWorks":
> http://www-106.ibm.com/developerworks/wireless/library/wi-elite8.html
> ---------------------------------------------------------------------
>
>
> This mail was sent to address john.whelan_at_alatto.com
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>
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>
>


--
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Gerhard Fasol, PhD                         Eurotechnology Japan K. K.
fasol_at_eurotechnology.com               http://www.eurotechnology.com/
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Received on Fri Jan 10 22:31:34 2003