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Sony ConfidentialCopyright 2009 Digital Entertainment Content Ecosystem LLC

DECE, Digital Entertainment Content

Ecosystem


What’s wrong with current online/digital video services?


Entertainment Sell-Through Roadmap

• 1.0 was physical (DVD) distribution

• 2.0 is ubiquitous content availability through cloud services– More ways to acquire and use content– Seamless integration between digital and physical media

(DVD,BD,DECE)

• DECE was formed to develop the standards to enable Entertainment 2.0

• DECE was formed to fix the problems with current online offerings

Copyright 2009 Digital Entertainment Content Ecosystem LLC


DECE – A Digital Open Market

• Industry group of global stakeholders formed to define a standard to:– Enable a new consumer experience for digital media

with enhanced flexibility and accessibility

– Establish a framework and deploy a back-end service that enables interoperability across multiple digital distribution services and devices

• DECE intends to make online sell-through of film, TV and other digital content as ubiquitous and compatible as DVD



What does DECE mean for Sony Pictures?

• DECE is about ensuring the long term viability and success of video EST:– Increasing the value of the product to the

customer through multi-device interoperability – Removing reasons for users to go to pirated

content – Decreasing ecosystem costs for service

providers through standards for back ends– Physical media is going to be around for a long

time, but DECE gives us an effective way to add value to the Blu-ray offering with EST services

• E.g. the right to download to DECE devices given with the disc


Participants (old list)


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http://www.thomson.net/


Participants (July 2010)Adobe, Alcatel-Lucent, Ascent Media Group, Best Buy,

Blueprint Digital, BT, Cable Labs, Catch Media, Cisco, Comcast, Cox Communications, Deluxe Digital, DivX, Dolby Laboratorie, DTS, Extend Media, Fox Entertainment Group, HP, Intel, Irdeto, LG, Liberty Global, Lionsgate, Lovefilm, Microsoft, MOD Systems, Motorola, Movie Labs, Nagravision, NBC Universal, Netflix, Neustar, Nokia, Panasonic, Paramount Pictures, Philips, Redbee, RIAA, Rovi, Roxio CinemaNow, Samsung Electronics, Saffron Digital, Secure Path, Sony, SwitchNAP, Tesco, Thomson, Toshiba, Verimatrix, VeriSign, Warner Bros. Entertainment, Widevine Technologies Inc. and Zoran

• All sectors of the video value chain covered• Many European companies also very

interested


The Problems with EST Today

• Silo services limit consumers into a single device platform and a single retailer for purchasing content.

• Every additional service silo further fragments the market.• It is another format war, but with online services.• Content delivered from a single network service to a single

device platform lowers the consumer’s perceived value of ecosystem


http://www.zune.net/en-us/products/zune30gb/nylon.htm

http://www.dell.com/content/products/productdetails.aspx/inspndt_530s?c=us&cs=19&l=en&s=dhs


The Open Marketplace for DVD

• Defined Standard with a choice of storefronts and devices– Approved format– Single usage model providing consistent experience

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http://images.google.com/imgres?imgurl=http://images.macnn.com/esta/content/0709/lgsuperbluplayer-lg.jpg&imgrefurl=http://www.macnn.com/articles/07/09/05/lg.super.multi.blu.bh200/&h=232&w=500&sz=14&hl=en&start=9&tbnid=idZ1tGKMrwow9M:&tbnh=60&tbnw=130&prev=/images?q=dvd+player&gbv=2&svnum=10&hl=en

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DECE’s New Digital Media Product

DECEDECEDECEDECE

• Defined Standard with a choice of storefronts and devices– Approved format– Single usage model providing consistent experience


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http://images.google.com/imgres?imgurl=http://images.macnn.com/esta/content/0709/lgsuperbluplayer-lg.jpg&imgrefurl=http://www.macnn.com/articles/07/09/05/lg.super.multi.blu.bh200/&h=232&w=500&sz=14&hl=en&start=9&tbnid=idZ1tGKMrwow9M:&tbnh=60&tbnw=130&prev=/images?q=dvd+player&gbv=2&svnum=10&hl=en

http://images.google.com/imgres?imgurl=http://gizmodo.com/images/2006/04/bluedotbdp1200.jpg&imgrefurl=http://gizmodo.com/gadgets/portable-media/bluedots-bdp+1200-12+inch-portable-dvd-player-168036.php&h=320&w=390&sz=28&hl=en&start=3&tbnid=EfjGsSarFg_k7M:&tbnh=101&tbnw=123&prev=/images?q=portable+dvd+player&gbv=2&svnum=10&hl=en&safe=off


Key Content Attributes

• Sharing within a family – all members of the family have access to all the family content (with parental control)

• Content can be used on all the devices within the family (“domain usage”)

• “Rights locker” stores user purchases online and allows re-download to new devices in the domain

• Standard file format covering all approved DRMs, in HD, SD and portable profiles

DECEDECEDECEDECE


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SYSTEM OVERVIEW



DECE’s Ecosystem Roles

Content ProvidersContent

Providers Licenses content to Retailers

DigitalService

Providers

DigitalService

Providers

Provides content fulfillment services, including DRM services for Retailers

Online RetailersOnline RetailersCustomer-facing storefront serviceSells DECE content

Device MakersDevice Makers Manufacturer of compliant devices

DECECoordinator

DECECoordinator

Manages DECE Locker Accounts/DomainsFacilitates cross-service and device compatibility

Locker AccessService

Providers

Locker AccessService

Providers

Consumer-facing streaming serviceSells DECE content access service



Content, and content rights (in the correct DRM format)

Device (non-DECE)DECE

Device

Account creation and management, adding devices to domain

CoordinatorContent Publisher

DECE Portal

RetailerDigital Service Provider

LASP

Checks that Users can have the stream

Streaming

Purchase records, purchase history checks, User checks

Content purchases and requests for duplicate content

Content and/or content metadata

Architecture


Digital Library

Linking Retailers Accounts to DECE



Setting Standards

• All content will have the same standard usage model.

• All services will follow UI guidelines when providing interoperable features to simplify consumer experience.

• All content will use a common file format compatible with all approved DRMs

• All content will be available in all of the approved DRMs from all Retailers.

• All content will be branded.

• All services and devices will follow standard compliance rules.

• All interactions between Retailers/DSP and Central Coordinator are standardized.



Service Perspective: Scalability

• A retail service in an open marketplace is not limited to a single device platform and can reach a mass market of devices

• The supporting back end infrastructure is standardised, and so the cost of it should come down

and reduces development risk for providers, as the potential market is wider



Summary

• Enable a new experience for digital media with enhanced flexibility and accessibility

• Establish a framework and deploy a back-end service that enables interoperability across multiple digital distribution services and devices



The new stuff!


New stuff contents

• CES announcements

• Users, Accounts, Domains, Devices

• The DECE Roles in more detail

• How does an existing content retailer become a DECE Retailer?

• How can we make the ecosystem here DECE-compliant?

• Next steps and actions


CES announcements• Lots of new members, now nearly

50• 5 DRMs approved:

– Marlin– Microsoft Playready– OMA DRM V2– Adobe Flash Access 2.0 (avail June

2010)– Widevine

• One, interoperable file format for all DECE DRMs and services (the “Common File Format”)

• Neustar (US-based networks services company) will take the Coordinator role

• Specs to be published in first half of 2010


Users, Accounts, Domains, Devices (1)

• Central concept is the “DECE Account”• Set up by a lead User, who can authorise

several other Users to join– They form the “User Group” for that Account– Designed for family sharing

• Each Account has a “Domain” of up to 12 devices associated with that Account

• Content bought for a particular Account is available to all Users and Devices associated with that Account


Users, Accounts, Domains, Devices (2)• When any User in the Account buys

some DECE content:– a record of this (a “Rights Token” for it) is

stored in the Account’s “Rights Locker”– Any other User in the Account is now also

entitled to this content, for free– Retailer must support all 5 DRMs, in order to

be able to fulfil this• DECE is initially for EST video content

– EST includes download to own, but streaming also possible via a “Locker Access Service Provider” (LASP)


Users, Accounts, Domains, Devices (3)

• To buy DECE content from a DECE Retailer, a User will need:– a DECE Account– An account with the Retailer– The User’s Retail accounts are

associated with his/her DECE Account

• User and Account authentication is by e-mail address and password

• The lead User and delegates can add and remove Users from the User Group and Devices from the Domain


Relationships between User things

DECE AccountDECE User Group Rights Locker

DECE User

DECE DomainDECE Device Rights Token

DRM Client

Linked LASPAccount

Retail/Dynamic LASP Account

ContentNative DRM Domain


The DECE Architecture and Roles in more detail

• Coordinator

• Digital Service Provider (DSP)

• Retailer

• LASP (Locker Access Service Provider, streaming services)

• DECE Portal

• Content Publisher


Content, and content rights (in the correct DRM format)

Device (non-DECE)DECE

Device

Account creation and management, adding devices to domain

CoordinatorContent Publisher

DECE Portal

RetailerDigital Service Provider

LASP

Checks that Users can have the stream

Streaming

Purchase records, purchase history checks, User checks

Content purchases and requests for duplicate content

Content and/or content metadata

Architecture


Content Publisher

• This is Sony Picture’s role! (is it?)• Content and content metadata creation

and identification• Packaging and encryption of content• Delivery of encrypted content, its

metadata and encryption keys into ecosystem– Content and keys to DSPs– Metadata to Coordinator, Retailers, DSPs

• Formats for this specified in the [DECE Publishing Specification]

• Content licenses to DECE Retailers (bi-lateral)

<film> <title>… <bundle id>…</film>


Coordinator• User/Account creation and management

– Coord. will have User names, e-mail addresses and passwords, and permission level for each User

• Domain creation and management– Controlling which devices are in the Account’s Domain

• Rights Locker – record of all the content in the Account

• Keeps a record of all content that has been put into the DECE ecosystem by Content Publishers

• Role has been awarded to Neustar (www.neustar.biz)


DECE Portal• User interacts with the Coordinator via

the DECE Portal and standard browser for:– Account and Domain creation

– Account and Domain management – adding and removing Users and Devices

– Viewing your content/Rights Locker

• UE is defined by the “DECE UX Wireframes” (see over)

• Subset of functions available to portable devices without a full browser

• Role is separated from that of Coordinator– Multiple Portals possible in time


Draft DECE wireframe


Retailer

• The customer-facing entity that sells content to Users

• Must be able to sell content in all 5 approved DRMs

• Must inform Coordinator of all User purchases

• Can see all the DECE content User has bought but not who they bought it from

• Example Retailers? Tesco, Arqiva, Filmflex, Amazon


Digital Service Provider (DSP)• Issues content licenses (rights objects) for

content owned by an Account– As evidenced by Rights Tokens held by the Account

• Issues encrypted content in common file format– Content received from Content Publishers (How this

happens is not specified)

• Manages Domain details for each native DRM used by an Account– So can generate licenses in the appropriate DRM for

Devices in that Account

• DSPs do not have to support all 5 approved DRMs– but might be good if they did

• Example DSPs? Saffron, Ioko, Arqiva, who else?

• Example DSP technology providers? Safenet, Verimatrix, who else?


LASP (Locker Access Service Provider)

• Content in an Account’s Rights Locker can be streamed to ANY device, via a LASP

• Examples:– Existing VOD providers could act as

LASPs– Existing DVD retailer could also offer

stream of film/programme

• Dynamic LASP– Streams content to any device (e.g. hotel

TV, so User must authenticate the session

• Linked LASP– Certain devices (e.g. household STB) are

linked to the Account, so no user authorisation required


Content and file formats• 3 profiles are defined for content

– High Definition (HD)– Standard Definition (SD)– Portable (PD)

• If a device supports HD content, it must also support SD and PD (and SD must support PD)– But not vice-versa

• Profiles define the resolution, frame rate, Megabits/s• File format defines the file layout, metadata, encryption

type– So that all DECE Devices can process all DECE content (if in the

right profile)• File format is suitable for streaming, progressive

download, and adaptive streaming (where you change the bitrate to accodate changes in the bandwidth to the user – “smooth streaming”)

• File format is based on the “ISO MPEG format” used by many existing DRMs (Microsoft, OMA DRM V2)


DECE use cases and usage rules

• Accounts can have up to 6 Users and up to 12 Devices

• DECE has defined a wide range of use cases– Small number of Phase 0 use cases (e.g. EST

to a Device in the Account, Account creation/deletion/management) which must be supported at launch

– Larger number of Phase 1/2 use cases (e.g. add Device to Account via Superdistribution) for later support


How does an existing content retailer become a DECE Retailer?

(1)• Must support the mandatory DECE Retailer use

cases and follow the DECE usage rules• Must follow the DECE UI guidelines• Must inform Coordinator when user purchases

content– So Coordinator can add a Rights Token for the

content to the Account’s Rights Locker– Also have to do this for update or deletion of content

rights

• Must be able to sell content in all 5 DECE approved DRMs

• Must offer the User re-download to other Users/Devices in the Account– But only for content purchased from that Retailer

– Retailer can charge for this re-download


How does an existing content retailer become a DECE Retailer? (2)

• Must use the DECE metadata and ids for identifying content

• Must support DECE protocols for communicating with some of the other DECE entities

• Must be able to communicate with Coordinator on behalf of User– E.g. to check/fetch User’s Rights Locker– Is done to minimise the effort for Users

• Must check with Coordinator (if taking the role of LASP, stream provider) that User is entitled to stream their content

• Must facilitate User to burn a DVD?

<film> <title>… <bundle id>…</film>


How can we make the ecosystem here DECE-compliant?

• Need to show the benefits of being DECE compliant– Greater content value via interoperability, consistency of user

capabilities and greater ease

• Need to get prospective Retailers on board and proactive:– So they start asking the downstream ecosystem (technology and

platform providers technology and platform providers) – So they tell us the effort involved and whether DECE specs are

complete

• Need to inform technology and platform providers about what they need to do– So they can asses the effort and talk intelligently to their customers– So they can tell us if the DECE specs are complete


Your contact for DECE• Tim Wright, in the Digital Policy group based in LA• Reporting to Mitch Singer• Role

– Covering content protection aspects of all contracts and technology reviews outside of US

– DECE promotion and other standards work– Longer term projects related to content protection within

Sony United

• Contact: [email protected]; +44 207 533 1311; +44 7715 611843

• Background: security and DRM roles in Motorola and Vodafone

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