p2pnet news view | DRM:- Are piracy and theft about to go the way of the DoDo?
A new technology has caught the eye of the Entertainment Merchants Association (EMA). And it could eliminate the entertainment industry’s perceived need for back-end DRM (Digital Restrictions Management) consumer control.
Instead, DRM would be achieved at the front end.
“The Entertainment Merchants Association has just released a study showing that a new ‘point of sale activation’ technology could increase media sales by as much as six billion and reduce costs by up to $800 million,” says DigitalBattle, going on:
“If this technology is put into play, anyone who nabs a disc and sneaks out of a store will get home to find that their game, movie or cd isn’t anything other than a fancy coaster. In order to get a working product you’ll have to have the disc activated by the staff behind the counter. The EMA is now looking into the cost of deploying this technology which, if cost-effective could be in retailers by late 2010.”
It doesn’t say if the disc is copyable for legitimate back-up purposes, or whether ‘point of sale activation’ affects its playability in any context.
UPDATE:- “This is NOT about DRM or other software activagtion [sic] of the discs,” says the EMA’s Sean Bersell in a comment post, adding:
“The technology to which we are referring would be a physical lock that is opened at the point of sale via radio frequency at the point of sale. (Think of a key card that unlocks a door.) And this is not about fighting piracy (illegal reproductions), but rather fighting shrink (theft of legitimate goods). The purpose is to make it easier for the consumer to purchase the product and enable additional retail channels that have significant shrink issues to carry the product.”
First they ignore you, then they laugh at you, then they fight you, then you win ~ Mahatma Gandhi
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