Introduction to UltraViolet - WikiLeaks...Ops Economics Stalled Marketplace •Lack of choice •Lack of confidence •Lack of freedom •“Bring your own” digital factory / supply

© 2010 Digital Entertainment Content Ecosystem (DECE) LLC

Introduction to UltraVioletbeing created by the Digital Entertainment Content Ecosystem (DECE) LLC

October 8, 2010

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• Click to edit Master text styles– Second level– Third level

• Fourth level– Fifth level


Who is behind UltraViolet™?

• U.S. limited liability company (legal entity) organized to:

– Develop & license ecosystem specifications for digital content

– Operate an open, interoperable digital rights locker as a shared utility

– Build consumer brand for assurance of choice, confidence & freedom

• Open for international participation by any company/trade association engaged in business related to digital content

• First members in June 2008; now over 60 members

Digital Entertainment Content Ecosystem (DECE) LLC

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UltraViolet™ Members (partial list)

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“Problem Statement” For Industry

Weak Consumer Value

Proposition

PoorInvestment &

Ops Economics

Stalled Marketplace

• Lack of choice

• Lack of confidence

• Lack of freedom

• “Bring your own” digital factory / supply chain

• File type proliferation = massive redundancy

• Manpower / time for custom legal deals and integration

• “Silo” or stay home…

• Limited market reach

• Market Fragmentation

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Issues: Electronic Sell-Through Today

• Silos limit consumer options to a single device platform and a single retailer for purchasing content

• Additional service silos further fragment the market

• Digital services’ format war hinders consumer adoption

• Constraints of closed systems lowers consumer’s perceived value of the ecosystems

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Open Marketplace for Digital

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• Buy UVVU from any participating Retailer

• Get UVVU bundled with Blu-ray purchases

• Play UVVU on any UVVU device

• Share UVVU with household members

• Access UVVU stream from any UVVU service

• Publish UVVU information to social networks

Retailer Retailer Service Service


UVVU Ecosystem Roles

Online RetailersCustomer-facing storefront serviceSells UVVU content

Digital Service ProvidersInterfaces to UVVU Coordinator Provides fulfillment services

Access Service ProvidersConsumer-facing streaming service UVVU content access service

Device MakersManufacturers compliant devicesPlays UVVU content

UVVU CoordinatorManages Accounts and DomainsFacilitates compatibility

Content ProvidersLicenses content into the Ecosystem

* Member logos used in this slide are for illustration purposes only.

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Rights Locker

Usage Model

Video On-Demand(3)

Offline Playback (12) Physical Copy

(1)

Users (6)

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Common File Format

• Built on industry standards (MP4 /PIFF, H.264, AES).

• Accessed by multiple DRM systems.

• Embraced by the content industry.

• One file optimized for multiple:

– business models (sell-though, rental, subscription)

– delivery systems including broadcast/multicast, adaptive streaming, progressive download, and stored playback on devices and media.

– screens including mobile devices, PCs, game consoles, and Internet TVs.

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UltraViolet™ High-level Road Map

• Specs & License Agreements

– Common File Format

– Implementer Roles

• UltraViolet™ Coordinator Operational

• Initial Consumer Launches (U.S.)

• Broad-based Consumer Launches

Q4 ’10

Q4 ’10 (U.S.)

Q2 ‘11 (Canada, UK)

Q1 ‘11 (est.)

Q2-3 ‘11 (est.)

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DECE CONFIDENTIAL


Sony Involvement

• Sony Contributors:

– Albhy Galuten in BWG and MC

– Tanveer Ahmad in TWG

– R&D team (Kazuhiko Takabayashi & Shinobu Hattori) in TWG

• We would welcome discussion with product planning

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Sony is Almost in Compliance

• Steps to compliance:

– Support common file format

– Optimized for Adapted Streaming

– Support one of UltraViolet DRMs

– Marlin in a lot of Sony products

– Support video profiles

– HD, SD or PD as appropriate

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CPDG Products

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• UltraViolet support will increase consumer value of CPDG products

• Many more sources of content for Sony devices


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Bravia supports UltraViolet Common

File Format

Stream UltraViolet content to Bravia

Bravia plays UltraViolet content from home network


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Supports UltraViolet Common File Format

Stream UltraViolet content

Plays UltraViolet content from home

network

Download UltraViolet content


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Bloggie supports UltraViolet Common

File Format

Download and Play UltraVilolet content on

the Bloggie

Bloggie is even more useful!


UVVU Summary

• Delivering an authenticated interoperability “layer” between digital services and devices

– Interoperable cloud service platform

– Interoperable content file format

– Standardized product definition (usage model)

– Brand and conformance program

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APPENDIX

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UltraViolet™

UltraViolet will give consumers greater choice, freedom and confidence.

• Choice – which devices and entertainment they can buy from multiple retailers and use together

• Freedom – to enjoy their digital entertainment in an unprecedented range of ways

• Confidence – that the experience will be consistent, easy-to-use and enduring

For the first time consumers will be able to see all their digital content in one place, regardless of where they bought it.

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Early Launch (“Phase 1”) Program• To motivate support from interested Retailers as soon as possible, and to

provide benefits in exchange for that support, DECE will allow and invite

Retailers to become “Phase 1 Retailers” with certain rights and obligations.

• By executing a Retailer License Agreement before March 31, 2011 (and

paying per its terms), Phase 1 Retailers will have the option to “jump start”

UltraViolet offers to their consumers by

– Selling content with UltraViolet usage rights and placing associated tokens in the

UltraViolet Rights Locker before CFF is available; and

– Fulfilling downloads to Legacy Devices which can be treated as one of a consumer

account’s registered devices in the UltraViolet Account.

– “Legacy Devices” means devices that are not CFF-ready and/or are not running an UltraViolet-compliant DRM).

• Specific policies are now being finalized on…

– Phase 1 Retailer rights & obligations

– “Sunrise” of using CFF files and marketing compliant UltraViolet Devices

– “Sunset” of Legacy Devices30

DECE CONFIDENTIAL


DECE Consortium – organization

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Management Committee(Mitch Singer, President)

Mark Teitell, GM/Exec Director)

Technology Working Group

(Peter Davis, Neustar; Mike Dolan, Dolby)

Business Working Group

(Tim Dodd, Neustar; Scott Fierstein, Microsoft)

LegalWorking Group

(Brian Fox, Sony Pictures)

• Teams focused on specific specs

• Ad hoc “swat teams” on specific issues

Policies & Product

Management / UX

(S. Fierstein; J. Taylor, Sonic)

Ecosystem Dev & Marketing

(T. Dodd; Gary Mittelstaedt, Intel)

Compliance, Inter-op Testing

& QA(M. Stelts, Panasonic)

Ops Leadership Team (WG Chairs + other day-to-day leads)

Coordinator Launch Team

• PR (Edelman)• Legal (Arnold &Porter; Cooley

Godwin)

Customer Care(A. Galuten, Sony;

S. Weinstein, Movielabs)

DECE CONFIDENTIAL


DECE Consortium – governance

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Participating Members(access and input across DECE WG’s and issues;

part of approvals for any LLC amendments)

Additional Founding Members(eligible for election to MC; able to Co-Chair Working Groups;

consultation role with Mgt Committee)

Management Committee(final approval of financial, policy, specs and

strategic matters)

• Fox• NBCU• Paramount• Warner Bros

• HP• Intel• Panasonic• Samsung• Sony (Sony Pictures)• Toshiba

• Comcast• Microsoft• Nokia• VeriSign

• Adobe• Alcatel Lucent• Best Buy• Cisco• Dolby• Lionsgate• Netflix• Neustar• Sonic• Thomson

DECE CONFIDENTIAL

© 2010 Digital Entertainment Content Ecosystem (DECE) LLC33

www.UVVU.com


UltraViolet™ Goals1. Best consumer experience for digital content distribution:

– Open market: interoperable devices, multiple retailers

– Demystify digital: consistent, easy experience reinforced by brand

– Ownership rights “in the cloud” for multiple types of consumption: progressive download, stream (remote access), physical copy

2. Cost-advantaged infrastructure and ops for adopters– Shared, variable-cost Rights Locker

– Access to competing B2B service providers with scale economics

– Digital supply chain optimization (CFF)

– Standardized B2B roles and policies for efficiency

3. Extensive use of existing technologies

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Centralized Cloud Service

• Operated by an independent 3rd party at Telco grade reliability (high-availability)

• Neutral environment to facilitate a competitive marketplace for media

• Coordinates essential non-financial account data between ecosystem participants

• Cloud-based service for entitlements to digital assets

• Strong security model which enables resource sharing, while maintaining privacy and security of the ecosystem

• Eliminates redundancies and provides cost savings for ecosystem participants

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Introduction to UltraViolet - WikiLeaks...Ops Economics Stalled Marketplace •Lack of choice •Lack of confidence •Lack of freedom •“Bring your own” digital factory / supply