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Global Congress Combating Counterfeiting and Piracy “sustainable solutions through partnership and innovation”

Global Congress Combating Counterfeiting and Piracy “sustainable solutions through partnership and innovation”. Len Hynds Director of Anti-Piracy Enforcement 5 th .February 2008 . Scale and Scope. International dimension Over 1 billion pirate music albums sold worldwide

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Global Congress Combating Counterfeiting and Piracy “sustainable solutions through partnership and innovation”

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  1. Global CongressCombating Counterfeiting and Piracy“sustainable solutions through partnership and innovation” Len Hynds Director of Anti-Piracy Enforcement 5th.February 2008

  2. Scale and Scope • International dimension • Over 1 billion pirate music albums sold worldwide • 37% of all CD album sales are pirate product • Valued at 4.5 billion US dollars Research data and statistical information

  3. 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?

  4. 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

  5. Margin driven loop

  6. Trust driven loop

  7. 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 Assessment Bespoke Strategy

  8. Maximum Impact – Guiding principles

  9. Maximum Impact – Programmes of Activity • Contextualise the • communication strategy • Engineer worldwide days • of action • Reverse the Risk-Reward • equation • Information operations to • reduce trust levels for pirate • producers • Support and develop • members counter-corruption • initiatives • Maximise marketing benefit • of every enforcement success • 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 Demand Intel. Focus Trust Supply Margin • Coordinated asset • recovery programme • Revenue generation • initiatives • Production/Distribution • cost focused projects

  10. Maximum Impact – Delivery through Partnership • 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 Assessment Bespoke Strategy Business plan for a new era

  11. Maximum Impact – Delivery through Partnership • Tools that can operate in support of partnership • TRIPs • WCO - CEN database • DG TAXUD & EU Customs administration • Interpol IPR database • Moving forward • Cross industry intelligence activity • Public - Private data sharing • Private sector profiling piracy to support the law enforcement agenda Holistic Intelligence Assessment Bespoke Strategy Business plan for a new era

  12. 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

  13. Thank youAny Questions ? Len Hynds Head of Anti-Piracy Enforcement 16th.January 2008

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