“Itunes plus” tracks from EMI is a good example of how not to do it:
The technology simply doesn’t go far enough
… and is therefore of little or no use to the rights owner.
The new ‘Itunes Plus’/ EMI solution:
The information is embedded into the file and is lost as soon as the user changes the format from AAC to MP3.
So what use is that to the rights owner, distributor and anybody further down the value chain, it has all the same issues as current DRM
…and it will have the same failings.
So Lesson 3 - New DRM technology must be more than an identification tag attached at some point in the value chain.
- it need to be also track and traceable at every stage of the value chains creation which happens in market, in real time.
- a complete chain of rights so that everyone who has been part of creating the value can be recognised for their contribution.
- traceability ….right through to the end of the chain of rights is essential for the rights owner to be able to claim their rightful revenues and retain control over their product.
New forms of DRM, must feature traceability to identify each and every piece of additional information as the chain extends in market from rights owner to aggregators and eventual end users.
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