AACS AACS Managed Copy Managed Copy Status Update Status Update - - PowerPoint PPT Presentation

AACS AACS Managed Copy Managed Copy Status Update Status Update And Implementation And Implementation Considerations Considerations

Antitrust Reminder Antitrust Reminder Support Overview Support Overview Timeline Timeline What is Managed Copy? What is Managed Copy? Managed Copy – Consumer View Managed Copy – Consumer View Managed Copy Authorization Server Managed Copy Authorization Server Managed Copy – System Overview Managed Copy – System Overview Content Owner Responsibilities Content Owner Responsibilities Outputs Not Specifically Described on Table C1 Outputs Not Specifically Described on Table C1 Serialization/Coupons Serialization/Coupons MCAS Administrative Transactions MCAS Administrative Transactions Managed Copy Menuing & Messaging Managed Copy Menuing & Messaging Managed Copy Labeling & Promotion Managed Copy Labeling & Promotion Device Manufacturer Responsibilities Device Manufacturer Responsibilities AACS Default MCAS Fees AACS Default MCAS Fees

Topics Topics

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Antitrust Reminder

During the outreach sessions, competitors will be interacting There should be no discussion of:

– Business strategies – Marketing plans – Pricing – Etc

This applies to the formal meetings and any side discussions

Support Planned

Industry meetings Information sessions Training sessions Compatibility Workshops Batch offer entry tools Test system Management sessions and demo at CES

Timeline

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Development and Support Staffing Development and Support Staffing

Testing (Training) Testing (Training)

Go-Live Readiness Go-Live Readiness

Training and operations workshops with AACS, Content Owners and Manufacturers Compatibility Workshops US Launch: Q1/Q2 2012 Start: Q3 2011

Today

What is a Managed Copy

Managed Copy

– Managed Copy is a mandatory feature included in the AACS Specification that allows consumers to make personal copies of discs protected with AACS – At a minimum, Managed Copy requires studios and other content

• wners to authorize consumers to make one copy up to full

resolution of Blu-ray discs that they purchase – This mandatory feature is a requirement per the final AACS licensing agreement – Each Managed Copy is protected by an MCOT (Managed Copy Output Technology) that is approved by AACS and listed in the AACS Compliance Rules – Any title released after the final license agreement (12/4/2009) came into force is subject to the Managed Copy obligation

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COPY COPY: The ability for a consumer to make an authorized : The ability for a consumer to make an authorized copy of a movie from an AACS-protected optical disc to copy of a movie from an AACS-protected optical disc to

• ther devices/media selected by the consumer
• ther devices/media selected by the consumer

MANAGED MANAGED: The copy is made by a Managed Copy : The copy is made by a Managed Copy Machine to an approved copy protection technology Machine to an approved copy protection technology

– Requires Internet connection to authorize copy from a Managed Copy Requires Internet connection to authorize copy from a Managed Copy Authorization Server (“MCAS”) Authorization Server (“MCAS”) – Content owner sets price, number of copies Content owner sets price, number of copies – Discs meeting the Managed Copy obligation can use the Trusted Source Discs meeting the Managed Copy obligation can use the Trusted Source Watermark Watermark – Approved MCOTs allow for copying to digital files, flash memory cards or Approved MCOTs allow for copying to digital files, flash memory cards or

• ptical disks
• ptical disks

What is Managed Copy? What is Managed Copy?

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All discs published after December 4, 2009, All discs published after December 4, 2009, under the Final Agreements are obligated to under the Final Agreements are obligated to allow a copy, but there are exceptions allow a copy, but there are exceptions

• When IP rights are “at issue”

When IP rights are “at issue”

• Rental discs

Rental discs

• Non-commercial discs (

Non-commercial discs (e.g., e.g., screeners) screeners)

Required offer must allow copy at any Required offer must allow copy at any resolution supported by the Managed Copy resolution supported by the Managed Copy Machine across the range from a minimum Machine across the range from a minimum defined resolution to full resolution of the defined resolution to full resolution of the

• riginal
• riginal

What is Managed Copy? What is Managed Copy? (cont.)

(cont.)

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What is Managed Copy? (cont.) What is Managed Copy? (cont.)

Discs with the Copy ControI Information (CCI) set to “Copy One Generation” or “Encryption Plus Non-assertion (EPN)” are not subject to the Managed Copy

• bligation. Note: Only BD ROM discs set

with CCI set to “Copy Never” may use the Trusted Source Watermark.

AACS LA has approved the following content protection AACS LA has approved the following content protection technologies, into any one of which (as selected by the technologies, into any one of which (as selected by the consumer) content owners will be required to allow at consumer) content owners will be required to allow at least one copy (no obligation for more) of the content on least one copy (no obligation for more) of the content on the optical disc: the optical disc:

• AACS Prepared Video (BD-R/RE)

AACS Prepared Video (BD-R/RE)

• “

“Bit-for-bit” copying requires BDA approval Bit-for-bit” copying requires BDA approval

• AACS Recordable for BD-R/RE (under discussion)

AACS Recordable for BD-R/RE (under discussion)

• Bound Copy Method (

Bound Copy Method (e.g. e.g., Hard Disk Drive) , Hard Disk Drive)

• Subject to AACS LA registration/approval

Subject to AACS LA registration/approval

• CPRM (SD Card, DVD-R/RW/RAM)

CPRM (SD Card, DVD-R/RW/RAM)

• WM-DRM /PlayReady (

WM-DRM /PlayReady (e.g. e.g., PCs, portable players) , PCs, portable players)

• MG-R (MemoryStick)

MG-R (MemoryStick)

• Others may be added through an established processes

Others may be added through an established processes

What is Managed Copy? What is Managed Copy? (cont.)

(cont.)

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• 1. Insert disc
• 2. Authorization

Request

• 3. If OK, present offers
• 4. Selected offer and

any transaction info

• 5. Authorize copy
• 6. Managed Copy

Computers, portable players, recordable optical disc, hard drive in a CE player (such as a “jukebox”),solid state memory, automotive systems, etc Disc with URL

Managed Copy Machine

Computer Consumer Electronics device Set top box Game console

Managed Copy Authorization Service

Authorization Server

Managed Copy – Consumer View Managed Copy – Consumer View

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“ “MCAS” = Managed Copy Authorization Service MCAS” = Managed Copy Authorization Service AACS LA will operate an MCAS enabling basic Managed Copy AACS LA will operate an MCAS enabling basic Managed Copy

• ffers, including basic pricing models and for serialized or coupon
• ffers, including basic pricing models and for serialized or coupon

discs, the ability to limit the number of copies ( often referred to as discs, the ability to limit the number of copies ( often referred to as the defaut MCAS) the defaut MCAS) Content Companies and other Licensees may launch their own Content Companies and other Licensees may launch their own MCAS that can provide additional functionality MCAS that can provide additional functionality

– Requires execution of Online Service Provider Agreement (“OSPA”), now available Requires execution of Online Service Provider Agreement (“OSPA”), now available

Upon the Managed Copy Sunrise (anticipated Q1 2012), the actual Upon the Managed Copy Sunrise (anticipated Q1 2012), the actual

• bligation to offer Managed Copies commences, and all discs
• bligation to offer Managed Copies commences, and all discs

(subject to noted exceptions) produced under Final Agreement (after (subject to noted exceptions) produced under Final Agreement (after Dec 4, 2009) must offer a Managed Copy Dec 4, 2009) must offer a Managed Copy

– Roll out will be on a geographical basis, starting with the US Roll out will be on a geographical basis, starting with the US

– Offer information must be populated on relevant server by this date. Offer information must be populated on relevant server by this date.

Testing will be conducted with Content Companies and Managed Testing will be conducted with Content Companies and Managed Copy Machine manufacturers prior to launch Copy Machine manufacturers prior to launch

– BD CPG chair compiling list of interested companies BD CPG chair compiling list of interested companies

Managed Copy Authorization Service Managed Copy Authorization Service

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• M. C.

Authorization Service Payment Gateway

AACS

MCAS Merchant Accounts C.P. Administrative Interface Managed Copy Machine (MCM) Credit Card Statement Optical Disc Consumer Licensed Content Producer Content Participant/ Provider

• 1. AACS C.P. Agreement

AACS Admin Interface

• 2. Content Certificates
• 3. C.P. Account

Setup and updates

• 4. Offer

Loading And Updating Disc Production Arrangements

• 5. Disc Serialization

Or coupon Data

• 6. Offer Selection
• 7. Response
• 8. Copy Authorization
• 7a. Payment
• 7b. Merchant

Acc’t Deposit

• 10. Reporting

Managed Copy – System Overview Managed Copy – System Overview

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AACS MCAS Value Proposition for Content Companies

The AACS MCAS will provide the content owner with the following:

– Authorization of the Managed Copies – On-line or batch offer creation – Option of constructing branded consumer interface – Option of content owner output technologies – Phone and email customer care – Payment processing – Transaction Reporting – Cost recovery business model

Offer Construction Transactions Offer Construction Transactions

– Add – Add a Managed Copy Offer Add – Add a Managed Copy Offer – View – View a Managed Copy Offer View – View a Managed Copy Offer – Update – Update a Managed Copy Offer Update – Update a Managed Copy Offer – Delete – Deleted a Managed Copy Offer Delete – Deleted a Managed Copy Offer – Content Association – Associate an offer with a title Content Association – Associate an offer with a title – MCOTs – Associate MCOTs with offers MCOTs – Associate MCOTs with offers – Pricing/Payment Options – Set retail pricing (per territory), if any, and Pricing/Payment Options – Set retail pricing (per territory), if any, and choose allowed payment methods among the available methods (per choose allowed payment methods among the available methods (per territory). territory). – Pricing/Payment Rendering Method – Determine how payment, if Pricing/Payment Rendering Method – Determine how payment, if applicable, is presented by MCM (web page, embedded page in player) applicable, is presented by MCM (web page, embedded page in player) – Financial Options (for the MCM Pricing/Payment Rendering Method). Financial Options (for the MCM Pricing/Payment Rendering Method).

Server Support for CP-Unique Transactions Server Support for CP-Unique Transactions

– e.g. e.g., collection of marketing and customer relations data , collection of marketing and customer relations data

Content Owner Responsibilities Content Owner Responsibilities

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Output Technology Flexibility Output Technology Flexibility

Content Companies are required to create offers for all Content Companies are required to create offers for all Table C1 technologies Table C1 technologies

– Submit a Bound Copy Method for C1 Submit a Bound Copy Method for C1

For technologies specifically registered with AACS LA For technologies specifically registered with AACS LA

Content Companies have the flexibility of additionally Content Companies have the flexibility of additionally

• ffering other Output Technologies specific to their business
• ffering other Output Technologies specific to their business
• needs. Selection by the consumer of any of the optional
• needs. Selection by the consumer of any of the optional
• ffers will satisfy the MC obligation:
• ffers will satisfy the MC obligation:

– AACS Table C2 technologies specifically registered with AACS Table C2 technologies specifically registered with AACS LA

AACS LA

Additional copy protection technologies Additional copy protection technologies

– Blu-ray Digital Copies or other copy offers which meet the Blu-ray Digital Copies or other copy offers which meet the requirements of an “Optional Offer” (defined in Final Agreements) requirements of an “Optional Offer” (defined in Final Agreements) – Activation of an UltraViolet token provided with the disc or a Disney Activation of an UltraViolet token provided with the disc or a Disney Studio All Access offering Studio All Access offering

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Offers and Payments

Offers

– Consumers will be allowed make at least one copy, up to full resolution,

• f Blu-ray discs that they purchase

Assuming the MCM supports a full resolution copy method

– The above may be set up as a no charge or paid offer – Offers will include the copy fee (if any) and number of copies permitted – Offer specifics will be at the discretion of the studios and other content

• wners

– Must create offers for all Table C1 MCOT’s and any desired Table C2 Outputs – Consumers will view all valid offers by way of a menu on their MCM enabled player/device

Payments

– For any offers that are associated with fees, a payment gateway will be integrated with MCAS for payment processing

MCAS Services Overview AACS / Sony DADC Confidential 17

If desired, and only by using serialization, If desired, and only by using serialization, content owner can limit the number of content owner can limit the number of Managed Copies, and can differentiate Managed Copies, and can differentiate between the first and subsequent between the first and subsequent Managed Copies in two ways: Managed Copies in two ways:

–Serialization of the disc Serialization of the disc –Serialized coupons/stickers Serialized coupons/stickers

Serialization/Coupons Serialization/Coupons

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Studios and other Content Owners

Offers

Content owners will be able to create offers through

back-office functions in MCAS which are then made available to consumers through a menu on their MCM

ISAN/V-ISAN

 Default identification of the title is the Content Certificate ID

 Content owners can also register their audiovisual work with

ISAN and register/assign a V-ISAN for the Blu-ray Managed Copy

URL

 In addition ISAN/V-ISAN, content owners can optionally set a

URL to point to a proprietary MCAS (other than the AACS MCAS)

MCAS Services Overview AACS / Sony DADC Confidential 19

Content Company Options

• The Simple Path
• Options on the AACS Service
• Use pricing that changes over time or changes

for subsequent copies

• Use content company specified output technologies
• Use branded user interfaces
• Options using a studio owned server
• Collect consumer information
• Use optional payment systems
• Use a proprietary authorization service

Use a simple price strategy Create and Load Offers

Back-office Mock-ups

The following mock-ups are a sample set of screens from the Back-office application of MCAS The screens are previews (an initial look into the Back-office interface design)

21 MCAS Back-office Screen Mock-ups

Disc/Offer Management – Disc Registration

22 MCAS Back-office Screen Mock-ups

• Registration of disc information
• Title, Content Certificate ID,

Content ID, Disc Type, Serial Number Type/List, etc.

• Disc registration must be done in
• rder to create/manage offers

Disc/Offer Management – Disc Search

23 MCAS Back-office Screen Mock-ups

• Search for registered

discs in order to…

• Edit disc information
• Access offer

information

• Search by
• Title
• Content Certificate

ID

• Content ID
• Status

Disc/Offer Management – Offer

24 MCAS Back-office Screen Mock-ups

• Upload offer data
• Excel based
• Data includes…
• Offer info (i.e. offer groups)
• Service info (i.e. copy ranges and

mapping to price)

• Price (i.e. price info and mapping to

country)

• Download offer group data
• View offer related information
• Offer Groups
• MCUi bound to offer
• MCOT bound to offer
• Service
• Link to detail for the offer

Disc/Offer Management – Offer

25 MCAS Back-office Screen Mock-ups

• View offer service detail
• Provides tiered offer

information

• Number of copies

(range)

• Price
• KSN information

Master Maintenance – Financial Applications

26 MCAS Back-office Screen Mock-ups

• Search for content
• wner specific

financial/payment platforms

Master Maintenance – Financial Applications

27 MCAS Back-office Screen Mock-ups

• Configure settings for

financial/payment platforms

Reporting – Reporting Search/Download

28 MCAS Back-office Screen Mock-ups

• Search on disc and/or
• ffer info to find details
• n…
• Offer transactions
• Financial transactions
• Permission

transactions

• Detailed report can be

downloaded

Managed Copy-capable discs must include labeling that clearly Managed Copy-capable discs must include labeling that clearly indicates availability of Managed Copy indicates availability of Managed Copy No negative notice required No negative notice required Advertising of Managed Copy-capable titles must promote the Advertising of Managed Copy-capable titles must promote the availability of Managed Copy as reasonably determined by Content availability of Managed Copy as reasonably determined by Content Companies Companies AACS LA to endorse a content industry-developed logo(s) for use as AACS LA to endorse a content industry-developed logo(s) for use as a safe harbor in satisfying labeling obligations a safe harbor in satisfying labeling obligations Labeling requirements accrue on a territory-by-territory basis as Labeling requirements accrue on a territory-by-territory basis as Managed Copy rolls out Managed Copy rolls out

– NOTE: As always, additional or different NOTE: As always, additional or different government requirements may apply. government requirements may apply.

Managed Copy Labeling & Promotion Managed Copy Labeling & Promotion

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MCM Implementers

What is an MCM?

– An MCM (Managed Copy Machine) is the consumer software or hardware which performs a Managed Copy and is either tied to a Licensed Player or exists as a stand-alone application

MCM  MCAS

– The MCM will communicate with an MCAS for Managed Copy authentication and authorization (in the manner described in the AACS Specifications) and will display all offers supported by the MCM to the consumer

Manufacturer Support

– Manufacturers are not required to support Managed Copy and/or include an MCM with their Licensed Player

– Must have appropriate licenses for the authorized outputs they support Must have appropriate licenses for the authorized outputs they support – ALL Licensed Players, regardless of MC functionality, must incorporate ALL Licensed Players, regardless of MC functionality, must incorporate watermark detection upon the Watermark Sunrise date watermark detection upon the Watermark Sunrise date

MCAS Services Overview AACS / Sony DADC Confidential 30

MCMs will have default ability to contact the AACS MCMs will have default ability to contact the AACS MCAS to initiate and process the Managed Copy MCAS to initiate and process the Managed Copy transaction transaction No offer menus are required on disc, because it can No offer menus are required on disc, because it can be implemented at the MCAS be implemented at the MCAS Must present reasonable opportunity to select and Must present reasonable opportunity to select and receive Managed Copies even if other offers are receive Managed Copies even if other offers are available ( available (e.g. e.g., Digital Copy) , Digital Copy) The Managed Copy obligations can be met via The Managed Copy obligations can be met via

• ptional offers.
• ptional offers.

– If consumer chooses qualifying optional offer, MCM must inform If consumer chooses qualifying optional offer, MCM must inform consumer if the Managed Copy is no longer available consumer if the Managed Copy is no longer available

Managed Copy Menus & Messaging Managed Copy Menus & Messaging

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As a “cost recovery” organization, AACS LA As a “cost recovery” organization, AACS LA needs to ensure AACS MCAS contributes to an needs to ensure AACS MCAS contributes to an

• verall self-sufficient business
• verall self-sufficient business

AACS LA is committed to making use of the AACS LA is committed to making use of the AACS MCAS affordable and flexible for all AACS MCAS affordable and flexible for all Content Companies Content Companies

– Ability to customize offers based on differentiation Ability to customize offers based on differentiation between first MC and subsequent MCs between first MC and subsequent MCs – Ability to offer fee-free MCs Ability to offer fee-free MCs – Current fee plan: Current fee plan:

$.25 for each charged managed copy authorization $.25 for each charged managed copy authorization No fee of each no-charge managed copy authorization No fee of each no-charge managed copy authorization No annual administrative fee No annual administrative fee

AACS MCAS Fees AACS MCAS Fees

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Support Planned

Industry meetings Information sessions Training sessions on offer entry Compatibility Workshops Batch offer entry tools Test system Management sessions and demo at CES

Studios and other Content Owners

Managed Copy operations testing and training

– Preparation

Create test scenarios

–Prepare test offers

Prepare test disc (can be provided by Sony DADC) Training for Managed Copy operations

– Execution

Test Managed Copy functions and perform functional checks

–Perform Managed Copy transactions with registered data

Utilize user guide (operations manual), sample data, MCM emulator (command-line tool), customer care and back-office support

Additional/optional support

– Availability of Advanced MCM Tester with rich GUI (Sony DADC)

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MCM Implementers

MCM compatibility testing

– Preparation

Create test scenarios

–Prepare test offers

Prepare test disc (can be provided by Sony DADC)

– Execution

Test player compatibility and perform functional checks

–Perform Managed Copy transactions with registered data

Utilize user guide (operations manual), sample data, MCM emulator *On-boarding process to be defined jointly with AACS

Additional/optional support

– Availability of additional test discs of different types

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MCAS Services

In addition, AACS will be providing support

• n-going services

–Customer Care

Live consumer support via phone, chat, e-mail Consumer support website

–Back-office Support

Assistance to studios and other content owners for setting up offers, registering with payment providers, reporting Support for other system configuration related items

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Geographic Rollout

Global Service

Following initial US launch, the AACS MCAS will be deployed world wide MCAS will be capable of serving customers globally Payment gateway will support multiple currencies

Language Support

Initial rollout will be in English Spanish language support for Customer Care and Back-office support to follow (anticipated for Spring of 2012)

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AACS Managed Copy Relationship to Cloud Offerings

AACS believes that AACS Managed Copy and Cloud Offerings are complimentary The Founders of AACS are all promoters

• f either UltraViolet or Disney Studios All

Access AACS is investigating ways consumers can choose UV or DSAA as their Managed Copy alternative

Summary

Managed Copy is now here Content Company considerations

– Use AACS MCAS or private MCAS – Submit any optional (C2) output technologies to AACS – Construct customized consumer interfaces – Participate in workshops and training sessions – Construct offers prior to sunrise for all MC discs released after Dec 4, 2009 – Determine managed copy pricing for each disc

Charge or no charge Single or multiple copy allowed Pricing over time – promotions, price increases/reductions etc

Device manufacturers need to decide if they are going to provide MCM function

Thanks again for your time and… Questions

We will now address as many of the submitted questions as we can Any questions we can’t respond to today will be followed up on later Additional questions can be sent to admin@aacsla.com Copies of the charts will be sent to registered attendees Voice recordings will be made available on a new Licensee section of the AACS website – instructions will be forthcoming