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UltraViolet Demythtified

UltraViolet Demythtified. Jim Taylor Head of Technology and Product Development, DECE LLC London Video Rendezvous June 18, 2012. The Fundamental Idea. “Cloud-based” rights & multi-device access. Widely honored industry standard ( like Blu-ray & DVD ). UltraViolet Status Update.

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UltraViolet Demythtified

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  1. UltraViolet Demythtified Jim TaylorHead of Technology and Product Development, DECE LLCLondon Video RendezvousJune 18, 2012

  2. The Fundamental Idea “Cloud-based” rights & multi-device access Widely honored industry standard (like Blu-ray & DVD)

  3. UltraViolet Status Update • Licensing began July 2011 • US consumer availability October 2011 • UK consumer availability December 2011 • Two more studios launching in June 2012 • Players and Amazon announcements at CES 2012 • Walmart Vudu launch April 2012 • 6 studios, more announcing soon • 3 million users, 6000+ titles

  4. UltraViolet: Created and operated by DECE Partial list from more than 80 member companies

  5. Entertainment Set Free • Standardized Usage Model • Shared account – up to 6 members • Download to 12 UltraViolet-compatible apps or devices (logo) • Common File Format for cross-brand, cross-platform, cross-DRM interop • Stream most anywhere via web, apps, or CE boxes (3 simultaneous) • Best of physical & digital • Blu-ray or DVD with UltraViolet • Buy online with option to get copy on DVD or SD Card • Upgrade purchased discs to UltraViolet right (disc to digital)

  6. Moving Towards Ubiquitous Access

  7. UltraViolet Ecosystem Roles Content Provider “Maker” Licenses Content for sale with UltraViolet rights Retailer “Giver” Sells content with UltraViolet rights Coordinator Download Service Provider “Downloader” Provides download services for Retailers Client Implementer “Player” Creates HW/SW players for downloads • License agreement and fees for each role • Single companies often take multiple roles Locker Access Stream Provider “Instant Gratifier” Provides streams for Retailers or standalone streaming service

  8. Example Consumer Experience Buy Download Stream (In-Home) Stream Download Copy Computer Smart TV Smartphone Tablet Blu-ray Player Retailer LASP DSP Physical Media UltraViolet Library

  9. How long do my rights last? It’s really a 12-month rental, right?

  10. The Monastery Scenario

  11. UltraViolet Access Models • Download (local playback like DVD) • Common file format (CFF) works on every UltraViolet logoed player • Will begin in Fall • Stream (on demand, online) • Any UltraViolet-compatible streaming service • Physical copy (DVD, Blu-ray, SD Card, etc.)

  12. Rights in locker never expire • Minimum guarantees • 3 free downloads in first year • Unlimited streams in first year • In practice… • Unlikely to be per-title costs • E.g., WB guarantees 3 years free

  13. What happens if an UltraViolet company goes bankrupt?

  14. Your downloaded files still work • You can probably find another place to download or stream

  15. Why is it necessary to create an UltraViolet account? I don’t want UltraViolet to have my personal information

  16. Being able to access content regardless of where you bought it means you need an independent ID • UltraViolet account is free • UltraViolet stores minimal information (name, email, birth date, country – no phone, credit card, address, etc.) • Account creation is not that hard – once you have an UltraViolet account it’s easy to link to other accounts • It will get even easier next month

  17. Old digital copy (from a disc) was better Back when I was a lad, digital copy used real bits, not this cloud stuff!

  18. Traditional digital copy UltraViolet right Shareable with 5 other people, playable on many players, and widely streamable On-disc copy is still possible UltraViolet file can be put on DVD/BD • Locked to a single computer or a limited system such as iTunes

  19. What about regions?

  20. UltraViolet is Region Free • uvvu.com has no geofiltering • UltraViolet players are not region-specific • UltraViolet files have no region information • Once you download a file, you can play it anywhere • Purchase is often restricted • Based on regional distribution agreements (same as DVD and BD) • Download and streaming may be restricted • But if you have an account with a service, you can often access it regardless of where you are

  21. Conclusion • UltraViolet is ramping up in UK • Plan to launch more countries in 2013 • UltraViolet makes online ownership work • Bridge from physical to digital • Add-on feature for existing services • Best alternative to a fragmented marketplace

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