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Microsoft Law Enforcement Event
“sustainable solutions through partnership and innovation”
Len HyndsHead of Anti-Piracy Enforcement
4th. April 2008
Scale and Scope
• International dimension
• Over 1 billion pirate music albums sold worldwide
• Illegal downloads 20:1
• 37% of all CD album sales are pirate product
• Valued at 4.5 billion US dollars
Research data and statistical information
A&R Video
Marketing
Sales Press PromoInternationalMarketing
Production
Physical Digital
Studio
Production House/
Video Director
Watermark CDRs/Share Distribution
Music played publicly
Radio
Commercial Promo Distribution Gigs e.g. bootlegs
Manufacturing Plants/Digital Partners Playbacks
Alb
um
/Sin
gle
Re
cord
ed
Alb
um
/Sin
gle
Re
lea
se D
ate
Dis
trib
uti
on
to
Ret
ail
From A&R to DistributionPromotional Process
Music Piracy on-line
Forums / Blogs
Cyber-lockers Deep linking
Peer 2 Peer
Music sites /Local content
File sharing
Music Piracy on-line
Music sites /Local content
Music Piracy on-line
Forums andBlogs.
Music Piracy on-line
Deep linkingSites
Music Piracy on-line
Cyber-lockers
Maximum Impact – Vision for delivery
Strategicshift
Businessplan
Intelligencereview
Focus
Maximum Impact – Vision for delivery
• Know the competition – it is the key to beating it
• Current configuration generates answers to:
• Who?• What?• Where?
Holistic Intelligence Assessment
• Lasting solutions emerge when you start to think more about:
• How?
• Why?
Maximum Impact – Vision for delivery
• Underlying question – “How do pirate entrepreneurs think about ensuring the viability of their business?”
Holistic Intelligence Assessment
• The answer can be modelled looking at four component process loops:
• Demand driven loop
• Supply driven loop
• Margin driven loop
• Trust driven loop
Demand driven loop
Culture
Social acceptabilityReward
Consumption
Availability
Production
Need“lock-in”
Supply driven loop
Opportunity
Materialavailability
RiskVersusReward
Trust inBusinessRelations
Networkinfrastructure
Productionmethodology
Outletavailability
Margin driven loop
Marketprice
Sourcingcosts
RiskManagement
costs
Level ofcompetition
Distribution &
Transactioncosts
Productioncosts
AlternativeMarketlevels
Politics
Enforcementevasion
Community
laundering
Risk factors
Trust driven loop
Climateof
acceptability
Level ofanonymity
CreditAvailability
And risk
Corruptibility
Availabilityof low
Governancejurisdictions
Size ofTrusted pool
Coststructure
Maximum Impact – Vision for delivery
• Armed with holistic understanding we can identify and build holistic solutions
• Everything we do must be designed to achieve MAXIMUM IMPACT against one or more of the piracy process loops
• Four Major Programmes to address:
• Demand• Supply• Margin• Trust
Holistic Intelligence AssessmentBespoke Strategy
Maximum Impact – Guiding principles
Acknowledge and work with, not against the complexity
Tackle every facet of the organisedcriminality
Maximum traction through genuine anddivers partnerships
Tackle enablers and take away motivation
End game to change behaviour of criminalsand their customer base
Maximum Impact – Programmes of Activity
Demand
Trust Supply
Margin
Intel.Focus
•Multi-faceted targeting of most damaging pirate producers•Lifetime attention for prolific pirate organisations•Bulk data sharing to prevent & deter supply – introduce suspicious trans. project
•Information operations to reduce trust levels for pirate producers•Support and develop members counter-corruption initiatives•Maximise marketing benefit of every enforcement success
•Coordinated asset recovery programme•Revenue generation initiatives•Production/Distribution cost focused projects
•Contextualise the communication strategy•Engineer worldwide days of action•Reverse the Risk-Reward equation
Maximum Impact – Vision for delivery• Breathing innovation into the
enforcement effort• Build culture for creativity,
where innovation is valued as a business benefit
• Factor innovation days into the teams diary – no-one has the monopoly on good ideas
• Structure “think tank” approach sourcing alternative views from different disciplines
• Nurture mindset and develop systems to address piracy “enablers” as well as the pirates
• Take away the motivation for the pirates
Holistic Intelligence AssessmentBespoke StrategyBusiness plan for a new era
Maximum Impact – Vision for delivery• Relationships are pivotal to
ultimate success– IFPI with RIAA and NG’s– IFPI with MPA and other
industry bodies– IFPI with complimentary
industries (e.g.: technology)– IFPI with
International/National Law Enforcement
– IFPI with wider public sector (data sharing and agenda setting)
– IFPI with Governments– IFPI with academia
• Provide leadership in partnerships identifying maximum synergy
Holistic Intelligence AssessmentBespoke StrategyBusiness plan for a new era
Setting the Enforcement Priorities
Threat
Market
Business Model
Product
Maximum Impact – In conclusion
• A measured response in tune with the problems of today – and tomorrow
• It must deliver sustainable success through innovation
• Not just an enforcement strategy – it’s a hostile take over of music pirates
Thank youAny Questions ?
Len HyndsHead of Anti-Piracy Enforcement
4th. April 2008