In catching up on some DRM related reading, it occurred to me that moves to strip downloadable music of DRM might, in fact, do more to ultimately save DRM than any tech advancement, standards body or MPAA/RIAA pronouncement to date.
The worst move that the DRM Industrial Complex ever made was first focusing its energy on music.
To some, music may just be another product with a price tag, but to most it engenders emotional connections and is consumed like no other artistic content (most people don't read books or watch movies repeatedly like they listen to a favorite track). People want music with them at all times. Complexity mustn't get in the way of an ephemeral pleasure and when it does, people get angry.
Plus, trying to put locks something that has been pervasively unsecured (think CDs) makes you start trying to think of better metaphors than genies and bottles....
As the CEO of the DRM firm Intertrust recently suggested at a conference, DRM should have first been deployed on content of high-personal value and of societal importance -- something that reasonable people would nearly universally agree need to be secured yet interoperable. Electronic health care records are the perfect example. Start at the top with credibility and recognition for solving an important problem and then selectively move down the value chain.
Instead, DRM efforts on music downloads and, infamously, on some CDs have lacked credibility and/or have created problems. This dynamic means that DRM vendors get funny looks as they work to try to move up the value chain.
So now with predictions that DRM will be a thing of the past on music downloads by the end of the year, will the online video market see the same fate?
Our guess is no. And, with appropriate approaches toward interoperability (while recognizing that some call interoperability and DRM an oxymoron), appropriately so. As some guy named Steve Jobs said:
"The music and video markets are not parallel. The video industry does not deliver 90% of its content DRM-free."
Indeed. And, without the bloody, perception dragging music DRM quagmire to fight, people with stakes on all sides of the online video market can better focus on creating solutions for distribution and fair use of their higher value content.
Then, someday, when there is a convenient way for consumers to watch, own, transport, own and even share all the latest Hollywood blockbuster via digital distribution for a fair market value, then perhaps the music quandary can be re-addressed with more authority. Yet, it's just as likely that the music industry business model will have adapted to a point that getting to work on those electronic health care records will seem a heckuva lot more compelling.
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