mobile TV revenues
vary across time of day, devices revenue security across a broad
used, types of subscriptions, etc. range of media formats, protocols
So the new streaming technology and file types. For instance, it
is definitely here to stay and will must secure multicast IP streams
improve over time. in a managed IPTV system and
rate-adaptive HTTP streams on a
Expanding the market for mobile devices network.
everybody With a broad range of different
Traditional media formats for licensing obligations, and a wide
broadcast and VOD increasingly spectrum of content values and
will co-exist with emerging quality levels, service operators
formats like rate adaptive need a revenue security solution
streaming, especially in over the that evolves accordingly. For
top (OTT) and mobile applications. example, forensic watermarking
Pay-TV operators can therefore of video provides a powerful and
explore services to mobile devices completely complementary
without being chained to the STB protection regime from that of
any longer, and mobile operators Multiple content protection matrix delivery encryption, enhancing
can monetise bandwidth by protection against illicit copying
opening their networks to different DRMs. Therefore, the When a user requests content without impacting the subscriber
established pay-TV operators as service provider needs to support for a mobile device, regardless of experience. Operators are able to
well as new breeds of OTT native DRM systems on the its native DRM, a rapid real-time set protection levels and tiered
operators. devices that they wish to provide ‘DRM check’ will be performed. pricing rates on specific content
However, as with any new services for. The real challenge is After an entitlement check or a depending how the user would
video delivery mechanism, the for operators to eliminate the purchase transaction has been like to enjoy it. And subscribers
content owners and pay-TV distribution and consumption performed, the content that can enjoy a seamless consumption
operators will want to retain silos that often frustrate matches the correct DRM format experience from a single service
control and monetise premium consumers and nudge them will then be provided. This unified brand.
content. Even though the towards alternative sources. rights management and
advertising model is important, It is of course possible to entitlement process can dispense Bringing it all together
pay-TV in one form or another is develop complex consumer content in whatever DRM format The overall impact of this
an important outlet for premium devices that support all types of the requesting user device needs. approach for a pay-TV operator is
content and especially on-demand DRMs, much like multi-standard the ability to support the widest
services. mobile phones can support From content to revenue variety of devices and services in
various types of networks. security a manner that also provides the
Transparent usage rights However, the latter is facilitated The new and challenging greatest subscriber transparency.
Pay-TV operators have long been by published international dynamics of the market must also It is really a win-win situation for
accustomed to the fact that standards, whereas the DRM encompass proactive revenue both operators and users. By
content protection or digital rights world is best known for secrecy protection and enhancement that combining adaptive streaming
management (DRM) systems, and a lack of inter-operability. enables pay-TV operators to cast a with a multi-rights approach to
which ensure that only paying Adding too much complexity to much wider net with their service content security, operators will
subscribers can access the the handset will also increase the offerings. This shifts the central maximise the monetisation of
content, are based on proprietary cost. Moreover, users will value proposition for the pay-TV content across a multi-network,
and usually incompatible undoubtedly resent dealing with enterprise beyond that of content multi-screen delivery
technologies. This is not a real the idiosyncrasies of multiple security alone, towards the environment, while users enjoy
problem as long as the subscribers DRMs to access their content from broader perspective of revenue the content without being
are connected to a managed different sources. security. distracted by the underlying DRM
network of devices controlled The issue of multiple DRMs A new type of content security mechanisms. Operators can
wholly by the pay-TV operator. can be solved with a similar architecture is required, and it enhance ARPU, subscriber loyalty
However, when the operator approach to adaptive rate must take a format-independent and broaden the customer base
wants to reach beyond its streaming: Use a single content approach that enables beyond the limits of its managed
managed network to various types authority platform at the head- simultaneous and equivalent network.
of mobile broadcasting and end by adapting to the native
cellular network, the issue of DRM in each device. Just like
incompatible content protection adaptive streaming where content
Bob Kulakowski, co-founder of Verimatrix, led a collaborative
software development team effort that resulted in the scalable and
systems arises. Much has been needs to be encoded at different
deployable Verimatrix Video Content Authority System (VCAS). In
written about the restrictions bitrates to pass through different
addition, he established the engineering processes that later resulted
imposed by DRM systems when bandwidths, content also needs to
in ISO 9000 certification. Verimatrix currently has an ecosystem of
downloading music and the be ingested by the service
over 80 significant partners in various areas of the pay television
difficulties of moving content operator in various DRM
industry, and has been deployed at more than 200 customer sites.
between different devices that use formats.
september 2009
7 content2mobile
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