Post on 15-Oct-2020
© 2010 DECE, LLC – DECE CONFIDENTIAL
DECE Management CommitteePlanning & Reference Deck v.9.0 as of 12/21/10
1
WIP AND INCOMPLETE
Updated since last version with:
• Updated MC key-issues dashboard and next 6 weeks’ agendas (pp.4-5)
• Agendas and discussion support materials for 12/21 MC Call(pp. 6-9)
• Updated planning calendars based on F2F meeting (p. 11-12)
• Confirmed Feb F2F Asia location (p. 28)
• Approved motion on CFF files available for Streaming (p. 38)
• Other smaller updates marked on slides UpdatedLook for:
© 2010 DECE, LLC – DECE CONFIDENTIAL
About this document
• Designed to bring “everything into one place” for Mgt Committee companies’ use and key reference
• Target for first fully-complete version of this is January 4, 2011, after which…
– This will be kept current with updated “of record” things that fit within the table-of-contents
– This document will contain most of the materials that are to-be-discussed at any given MC call or meeting (mix of key-update items and issues-discussion/decision materials)
• Currently, in this draft, we have materials that are current as the week of 12/20/10
• This is not designed as an orientation / executive summary document for executive sponsors and other colleagues of DECE reps who are not already familiar with UltraViolet
• With questions on this material, or to help communicate with colleagues for whom this “expert” material is not usable in standalone fashion, please contact Mark Teitell at Mark.Teitell@decellc.com (617-797-5076).
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendar
3. Key Project/Program plans & status summaries
4. Reference Items
3
© 2010 DECE, LLC – DECE CONFIDENTIAL
1a. Major Open MC-level issues & Oversight/Approval Areas
1. Defining timing for B2C availability-begin – hard pre-announced date or contingent or mix? (U.S. / other Geos)
2. What version of Coordinator to prioritize for first commercial release? (Recommendation: support Phased Retailer offers first)
3. Licensing terms and related funding plans
4. Specs adopted
5. Agreements voted to approve
6. DRM commitment / activity requirements
7. “License Server of Last Resort” approach (if / how to make part of policy)
4
7. Overall 2011 target calendar
8. PR strategy (what announcing) and plans (how, with whom, etc)
9. Marketing approach – positioning & key messages
10. 1st-gen consumer-facing UVVU.com in “coming soon” mode
11. 2011 organization / roles (team leads, etc).
12. CIQ solution-provider selection (at least first-stage of decision-making here)
13. Prepped for heightened “ops” needs in Q1
– Implementer support
– Member/Licensee inquiry
Decisions & Issue Resolution Planning & Management of Key Activities
Updated
Recently completed issue / task
New issue / task
© 2010 DECE, LLC – DECE CONFIDENTIAL
1a. MC agendas– next ~6 weeks (closure goals)Dec 21 Dec 29 Jan 4 Jan 10-11
F2FJan 19 Jan 26 Feb
Specs adopted (or alt. next step) X (evaluation)
Initiate IP Review
Finalize (late Feb)
Agreements approved [Wave 1 = CP, Retailers, LASP…Wave 2 = all others]
Issues Resolution
Issues + 1/15 wave 1
Issues Resolution Finalize
2/1 complete of
wave 2
UVVU.com “coming soon” site version
Input during week
PR finalized for CES Final Review Press
Release
Internal docs input
Final plans / prep
debrief
DRM commitment / activity requirements
X (goal to send letter)
Continue on issues
2nd comm. If needed
“License Server of Last Resort” approach (if/how to adopt)
Issues discussion
XImplementat
ion TBD
Overall 2011 Target Calendar for Org. Activities & Outputs
X XFinalize for Feb onward
2011 Organization / RolesX
Finalize for Feb onward
CIQ guidanceX
Q1 Ops support plansupdate
5
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
1b. MC Agenda Items for Call December 21, 2010• Arrival & Roll Call (3 minutes)
1. Specs-revision Timing: update from TWG Chairs on work-planning + lock-down of target plan for “what we’re announcing” at CES (15 minutes)
2. DRM Next Steps: Proposed draft letter to DRM proponents on info needs and next steps for full approval / deployment (30 minutes)
3. Policy Issues:
a.Possibility of UX issues created by Linked-LASP limit now that all Retailers are / cooperate with LASPs. # of likely LASP relationships is thus potentially greater, and “de-linking LASP relationships” may also result in effectively “de-linking” Retail accounts. (15 minutes)
b.Next steps to have small team assess “Licensor of Last Resort” need states, implementation options and recommendation for Jan 10-11 meetings (15 minutes)
4. Quick Process check-in’s (10-15 minutes)
a.Mgt Committee voting rules – confirmation of interest in making ‘absent’ and ‘abstain’ votes not be de facto ‘no’ votes
b.PR / Marketing reviews (confirming timing for Press Release, internal PR prep docs, UVVU.com web site)
6
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
1B-2. DRM Next Steps• (discussion of Word-based draft letter to DRMs)
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Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
1B-3. Policy Issues. Linked-LASP limit.
Possibility of UX issues created by Linked-LASP limit now that all Retailers are / cooperate with LASPs.
# of likely LASP relationships is thus likely greater, and “de-linking LASP relationships” may also result in effectively “de-linking” Retail accounts (especially since more/more-types-of “Linked” distribution than envisioned ~2 years ago)
Potential solution: have Linked LASP limit only apply to “standalone” LASPs (alternative: simply raise Linked LASP limit to e.g. 6)
8
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
1B-3. Policy Issues. Licensor of Last Resort (“LoLR”)
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Updated
Negative Cases that LoLR designed to prevent or
addressConsiderations in Solution Design
• Consumer owns Content and possessed downloaded files – but can’t play Content on an UltraViolet logo device because no Retailer has granted right to serve License
• Retailer obligated to support 1+ Approved DRMs for which DSP Licensor support has ended (problem even if temporary issue)
• Others?...
• Would Approved DRM still need a (non-last-resort) DSP to be operational in order to be deployed)?
• Is there one mandated LoLR or is DRM simply obligated to identify/operate one? (and what happens if that fails?)
• What are the economic terms from a DRM to the LoLR? LoLR to Retailers? (bi-lateral or DECE-stipulated like costs for Coordinator)
• Others?...
Suggestions for ~15 minute discussion as input to LoLR small
team
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendar
3. Key Project/Program plans & status summaries
4. Financial Status & Budget Plans
5. Reference Items
10
© 2010 DECE, LLC – DECE CONFIDENTIAL
Ecosystem Road Map: High-level “pro forma” view
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DECE Members have already begun
building services that connect to the
UV Account System
1. Integration Tests
Studios and 1+ Retailer are
planning a limited consumer-facing Beta test during next few months
2. Consumer Betas
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1+ 2012
We plan to release Tech Specs, Legal
Agreements & Licensing Terms
early in 2011
3. Ecosystem Launch
• UV Account System available for consumer use
• Anticipated first UV-enabled offers
4. B2C Availability
Anticipated broadened B2B
deployment – more titles, more
distribution, more brand visibility
5. Expansion
Deployment of UV-optimized Media Player Apps to
PC’s, game consoles, smart
phones, etc. (share files among
devices)
6. UV-specific Devices
UV-compliant hardware devices
(BD players, connected TVs,
etc.) starting to ship in volume
7. More UV Devices
Support for expanded Use
Cases (e.g. potentially rentals,
subscription)
8. UltraViolet 2.0
UpdatedFrom Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
Dec Jan Feb Mar Apr May June Q3 Q4
Ecosystem Announcement
B2C Availability in U.S. CFF / Device Sunrise
License Agreements
Possible “Account Pilot” support version
Full/Final 1.0 Specs based on Implementer input
Beta 1.0 vers.1.0 Release w/ all planned Coordinator
functionsU.S. avail. Other Geos
TBA
Specs & Agrmts
Coord. SW
Releases & DRM
Avail
Consumer Offers
Limited Account Pilot2nd-Gen
(CFF /”D”/DM)
CES – re specs/Lic’ing, Acct Pilot, Geo/dates for B2C avail.
Current web site
Re1st comm’l B2C availability
Re UltraViolet Devices & CFF
Consumer site in “coming soon” modeConsumer site in “UltraViolet
is here” modeDECE Marketing support for Implementers
(details TBD)
PR
Consumer
Marketing
Specs Release
WIP
1st DRM deployment-ready1st-Gen (UltraViolet Usage Model under Phased Retailer program)
DRM dependency
DRM dependency
and contingencies
still WIP
Updated
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From Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
MC open-issues list and current agenda plans for now through early January, 2011 (post-CES F2F)
Decision support materials for pending items
2. High-level Calendar
3. Key Project/Program plans & status summaries
a) Coordinator deployment
b) PR
c) Marketing and 1st-gen UVVU.com for early 2011
d) DRM engagement & deployment
4. Reference Items
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Indicative Schedule - v1.0 Release• Neustar will support v1.0 and Phased Retailer on 4/23/11 per the MSA and current Plan Of Record (including CIQ/Testing time
(outside Neustar control))
• APIs for testing and integration will be ready for DECE members by 4/7/11
• Neustar IS examining ways to make APIs available earlier for early CIQ commencement/on-boarding (likely but by no more than 2-3 weeks)
• DRM support will be part of v1.0 release, provided DRMs onboard per MSA timelines (Jan, Feb); currently, 3 of 5 are on track
• Major Dependencies – DRM Vendor referral; Wireframe completion – Empathy Labs
• Phased Retailer activity will still be supported by Coordinator, even when v1.0 functionality is deployed
• Dropping DRM support/pushing back v1.0 availability will not enable earlier API release
• Further delay of v1.0 Coordinator deployment significantly increases costs and resource demands, impacting later 2011 deliverables
• On 4/23 plan, support for further Geographies/new builds will be available in 2011 per MSA and further Steering Committee review
© Neustar Inc. and DECE / Proprietary and Confidential14
Updated
High Level Deltas – Updates from Beta to v1.0 Release
• Phased Retailer Support
• DRM Support (device join, domain management, key distribution)
• User Create and Management – COPPA, ToU, Parent /Legal Guardian functionality
• Usage Model configurable framework
• Web Portal Usability and Functional Enhancements
• Geo-profile configurable framework
• API availability
© Neustar Inc. and DECE / Proprietary and Confidential15
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
MC open-issues list and current agenda plans for now through early January, 2011 (post-CES F2F)
Decision support materials for pending items
2. High-level Calendar
3. Key Project/Program plans & status summaries
a) Coordinator deployment
b) PR
c) Marketing and 1st-gen UVVU.com for early 2011
d) DRM engagement & deployment
4. Reference Items
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CES: GOALS
1. Further clarify how UltraViolet will work
2. Spotlight UltraViolet’s differentiators
3. Announce news and roadmap (it’s real, it’s coming)
4. Begin consumer-focused education and anticipation
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
MC open-issues list and current agenda plans for now through early January, 2011 (post-CES F2F)
Decision support materials for pending items
2. High-level Calendar
3. Key Project/Program plans & status summaries
a) Coordinator deployment
b) PR
c) Marketing and 1st-gen UVVU.com for early 2011
d) DRM engagement & deployment
4. Reference Items
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Marketing: marketing brief overview
Contents (complete now and on Kavi site)
• What is UltraViolet? Basic top-level concept explanation and positioning
• How-it-Works summary, including definition of “lexicon”
• Key Benefits and most-important “reasons to believe”
• Target Consumer personas – who is UltraViolet especially for?
• Specific marketing issues – resolution or framing-of-issues to address for next stages of planning
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Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
Marketing: Marketing Council Next Steps
• Begin focusing on go-forward planning
– Testing of messages and refinement of actual copywriting
– Planning for campaign needs / options (including $$ resource needs) for effective consumer brand launch in Q2, 2011
– Identifying highest-leverage areas where a DECE-provided “resource kit” can help Implementers effectively market
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Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
Timeline & Summary of Key Points
• On track to deploy completely new site at uvvu.com by 1/5
• “Pre-login” general marketing site that will be connected and rationalized with “post-login” existing Account User functionality (the UV “portal”)
• Building in consciously modular way for use in Implementers’ environments
• Two planned phases of deployment during first 4-5 months of 2011:
– “Coming soon” message and functionality from start until April/May time of targeted launch and B2C availability
– “UV is here” message and functionality from that point onward
• Work status
– Information architecture, wireframes and top-level design approach – DONE
– Code freeze on 12/21 for design and functionality
– Deployment on 1/5
– Copy writing
– Home page awaiting second review legal sign-off
– Sub-pages to head into initial legal review this week
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Consumer site in “Coming Soon” modeCurrent web
site
Dec Jan Feb Mar Apr May June July
Consumer site in “UltraViolet is here” mode
UpdatedFrom Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
UVVU.COM: Look & Feel
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UpdatedFrom Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
UVVU.COM: Content
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•Bottom copy—Simple overview of
what UltraViolet is / does—Static explanation next
to rotating “A-spot”
•Watch wherever—On your TV—On your computer—On the go
•Overview—UltraViolet Media—Purchasing
UltraViolet products—UltraViolet
household Account—UltraViolet Devices
Home PageWhat is
UltraViolet?For the Entire
HouseholdAlliance Members
•3 rotating ‘A’ spots—Freedom of
Entertainment—Create you free
UltraViolet Acct—Redefine how you
collect & watch TV shows
•Protect your collection—Persona / Use
cases
•Overview
•At home—Persona examples
•On the go—Persona examples
UpdatedFrom Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
Next Steps
• Complete legal review – ASAP
• Pass copy by MC – week of 12/20
• Chance to see password-protected site on FYI / preview basis prior to ‘go live’ date – TBD around New Year’s
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UpdatedFrom Dec 2010 F2F
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
MC open-issues list and current agenda plans for now through early January, 2011 (post-CES F2F)
Decision support materials for pending items
2. High-level Calendar
3. Key Project/Program plans & status summaries
a) Coordinator deployment
b) PR
c) Marketing and 1st-gen UVVU.com for early 2011
d) DRM engagement & deployment
4. Reference Items
25
© 2010 DECE, LLC – DECE CONFIDENTIAL
3d. DRM Engagement & Deployment• [to be completed upon discussion of material in letter-to-DRM’s, to be discussed among MC
12/21/10]
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendars)
3. Key Project/Program plans & status summaries
4. Reference Items
a) 2011 F2F meeting schedule
b) DECE functional map, “org chart” & resources
c) Summary of select key policy points (e.g. Phased Retailer)
d) Recent MC decisions & MC decision log (Sept. 2010 onward)
e) Key Marketing & PR strategy/messaging documents
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Reference items being fill
ed in
© 2010 DECE, LLC – DECE CONFIDENTIAL
6e. DECE 2011 Face-to-Face Meeting Schedule
Operating Team Meetings (MC+)
•Jan 10-11: Las Vegas, NV
•March 8-10: Location TBD
•April 14-15: Philadelphia, PA (Comcast hosting)
•June 14-16: Location TBD
•July 12-14: Location TBD
•October 18-20: Location TBD
•November 15-17: Location TBD
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Full Face-to-Face (All Members)•Feb 16-18: Yokohama Bay Sheraton•May 17-19: Europe•September 20-22: U.S.•December 13-15: U.S.
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendars)
3. Key Project/Program plans & status summaries
4. Reference Items
a) 2011 F2F meeting schedule
b) DECE functional map, “org chart” & resources
c) Summary of select key policy points (e.g. Phased Retailer)
d) Recent MC decisions & MC decision log (Sept. 2010 onward)
e) Key Marketing & PR strategy/messaging documents
29
Reference items being fill
ed in
© 2010 DECE, LLC – DECE CONFIDENTIAL
Summary of select key policy points: Phased Retailer
SUMMARY. In the interest of motivating support from interested Retailers as soon as possible, and to provide benefits in exchange for that support, DECE will allow and invite Retailers to become “Phased Retailers” with certain rights and obligations.
By executing a Retailer License Agreement before March 31, 2011 (and paying per its terms), Phased Retailers will have the option to “jump start” UltraViolet offers to their consumers by (a) selling content with UltraViolet usage rights (“UltraViolet Content”) and placing associated tokens in the UltraViolet Rights Locker before CFF is available; and (b) fulfilling downloads to Legacy Devices which can be treated as one of a consumer account’s registered devices in the UltraViolet Account.
“Legacy Device*” means a device or software application that is not UltraViolet compliant (does not support CFF, an approved DRM, Output Policies, etc.) and is managed by only one Phased Retailer who is responsible for adding/removing device to Coordinator and delivering content to the device. A Legacy Device must be registered by the Phased Retailer in an end-user’s UltraViolet Account no later than Dusk (anticipated being 3/31/14). Once a Legacy Device is added to an Account, it is grandfathered forever.
* Some devices can be upgraded from Legacy to UltraViolet Devices via a software update, while others would be permanently in Legacy status because they cannot be updated in this way.
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendars)
3. Key Project/Program plans & status summaries
4. Reference Items
a) 2011 F2F meeting schedule
b) DECE functional map, “org chart” & resources
c) Summary of select key policy points (e.g. Phased Retailer)
d) Recent MC decisions & MC decision log (Sept. 2010 onward)
e) Key Marketing & PR strategy/messaging documents
31
Reference items being fill
ed in
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent MC decisions: Media Format (as of 11/17/10)
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PD: • Remove general requirement that all Device SHALL support dynamic subsampling. • PD Devices are not required to support subsampling, either dynamic or static.
SD: • SD Device SHALL support Static subsampling (horizontal and vertical) • Devices must support subsampling of the (full resolution) picture formats listed in the SD table, at 50% and 75% in each of
the horizontal and vertical directions. • Minimum resolution frame size for content to qualify for SD Download Profile is 360 lines (with proportionally fewer active
lines for wide aspect ratio content that does not fill the frame vertically). • TWG should simplify the tables where appropriate by listing the full resolution image sizes, and showing the NTSC, PAL,
75% and 50% subsampled derivatives, overscan, and underscan with minimum complexity (not as separate picture formats).
HD: • HD Devices SHALL support Static subsampling (horizontal and vertical) • Devices must support subsampling of the (full resolution) picture formats listed in the HD table, at 50% and 75% in each of
the horizontal and vertical directions. • Minimum resolution frame size for content to qualify for SD Download Profile is 720 lines for at least 80% of file duration
(with proportionally fewer active lines for wide aspect ratio content that does not fill the frame vertically). • TWG should simplify the tables where appropriate by listing the full resolution image sizes, and showing the 75% and 50%
subsampled derivatives with minimum complexity (not as separate picture formats).
The picture format tables listing the full resolution picture formats for 4:3 and 16:9 aspect ratio content will be prefaced by the clarification – “Video with active picture shapes other than the aspect ratios indicated in the table SHALL encode only the active picture area, framed as specified in Section 4.” (which describes active image encoding)
Publishers creating files in CFF who expect there to be dynamic ad insertion and should not use vertical static sub-sampling.
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent MC decisions: CP/Retailer oblig’s to include streaming w/ original purchase + min. level of no-extra-charge bundled streaming / downloads w/original purchase (as of 11/18/10)
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Change the DECE policy and direct the appropriate working groups to specify:
• A Content Provider SHALL include rights sufficient to fulfill the obligations below in bilateral agreements for all Content licensed to a Retailer
• A Retailer SHALL provide streaming services available for Content it sells and MAY stream content sold by other Retailers either by:
o becoming a LASP, oro subcontracting with a LASP using an Approved Streaming Protection Technology or one approved by
the associated Content Provider in their bilateral agreement with the Retailer
• A Retailers’ fulfillment obligation that will be included in the purchase SHALL include:o 1 year of streaming following purchase, consistent with the resolution purchased in accordance with
the LASP streaming limitso 3 downloads during the year following purchase, of any resolution consistent with the resolution
purchased and below
• Notwithstanding the above, LASPs could still be standalone and would not need to be a Retailer
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent MC Decisions: approved Licensing Approach as of 12/1/10
Content Provider Retailer LASP DSP Device
Fixed Annual fee per Geo* $50K $50K $50K $50K N/A
Single Role cap (unltd-Geo’s) *$150K $150K $150K $150K 2011-2015 ramp :
$75/75/100/125/150K
Multi-Role Caps (1 Geo / WW)* $175K for unlimited Roles in one Geo / $300K for unlimited Roles WW
Acceleration offer: Choice: [Pay for 2 years, get 4 years] or [Year 2 @ 50% off] – if License by [3/31/10] U.S. or [Coord launch + 90d] in other Geo’s
Coord cost per each new sell-through unit reg’d in UV Account
Type 1: ($0.075$0.025)Type 2: ($0.005)
Type 1: ($0.075$0.025)Type 2: ($0.005)
N/A N/A N/A
Vol-driven Fees for all-other DECE OPS: UNITS
New Sell-through Unit reg’d in UV Account(Types 1 and/or 2) – ILLUSTRATIVELY SPLIT 50-50 B/W
ROLESStream N/A
Registration in Domain slot – SW/HW
Vol-driven Fees for DECE OPS: • UNIT-COSTS• WW INDIV-CO CAP • Type 1: $0.05 $0.025
• Type 2: $.005• CAP 2011-2015+:
$250/250/250/200/200K
• Type 1: $0.05 $0.025 • Type 2: $.005• CAP 2011-2015+:
$250/250/250/200/200K
• Legacy device “slot” fee: same as vol-driven Device Role fees in column to right
• $0.01 per Stream• CAP 2011-2015+:
$250/250/250/200/200K
N/A• $0.25 per Reg’d Device• CAP 2011-2015+:
$250/250/250/200/200K
AGGREGATE ROLE CAPS (on fixed + vol-driven fees for DECE OPS)
• 40% of DECE CY budget baseline (thus max “over-collect” in a year = 2x planned budget if all 5 Role-types hit this cap)• If Agg-Role cap hit for a Role, then pro-rata reduction made to fixed and per-unit fees driving credits for next [period]
* Small-Co Tier < $100M Rev = 20% of fixed amounts …normal as-above volume-driven units, unit-costs…individual-co cap = [as-above caps + amt. of fixed-fee discount]
No change – just full info now in this PPT
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent decisions: direction to LWG for execution as appropriate within Licensing Agreements (as of 12/1/10)
• Geo’s for definition of “per Geo” licensing costs (applies to fixed annual single-Role licensing for a Geo, or single-Geo/multi-Role pricing)
– U.S.
– Canada
– UK
– Germany
– France
– Italy
– Spain
– Japan
– S. Korea
– Other Europe (incl. Russia)
– Latin America (Mexico and Central/S. America)
– China
– India
– Rest-of-world
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Licensing: “triggers” for needing a full Role License (as of 12/1/10)
36
• Developing w/ specs
• (but may need some other form)
• Engaging w/ DECE / Neustar resources (Coordinator, plug-fest, other compliance-related touch points)
• Use of UltraViolet logo or direct statement of “authorized,” compliant” etc. (press, B2C, B2B)
• Deployment or shipping of market-available UltraViolet offer
• Other “yes” conditions?
• Other “no” conditions?
• Qualification for any deadline-based program (e.g. Phased Retailer, discounted Licensing fees)
NO YES
For non-Roles, need to discuss…• Any licensing required? (if so, any cost?)• Use of logo/name and “compliant” type
claims?• List of such roles for clarity and (possibly)
terms of no- or low-cost license…
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent decisions : Consent for linked Retailers to provide a full view of all titles in the Locker shall be included in Terms of Use (as of 12/9/10)
37
• I.e., the LockerViewAll Consent Policy shall automatically be set when Retail account is bound to DECE Account.
•Background and logic:
• Aligns Retailers with LASPs, which already get automatic locker display consent via TOU.
• Only applies when the User binds (links) their Account to the Retailer.
• Retailer is not able to see which other Retailers sold which titles in the locker.
• Marketing (recommendation engine) requires separate opt-in consent from the User.
• Retailer is allowed to filter view at customer request (e.g., not show adult titles).
• Would not be implemented in territories where prohibited by law (if any)
© 2010 DECE, LLC – DECE CONFIDENTIAL
Recent decisions : CFF for use in Streaming (as of 12/16/10)
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Instruct the LWG to include the following concept in the CP agreement:
• “If and only if the MC (via heightened vote) approves the inclusion of new profiles for the Media Formats Specification to support adaptive streaming (describing the number and types of files for each resolution and their data rates), Content Providers shall be required, when requested by a Retailer and/or LASP, to make or have made such files available to such Retailer and/or LASP under the financial terms negotiated bilaterally.”
Updated
© 2010 DECE, LLC – DECE CONFIDENTIAL
MC Decision log
• MC Decisions, motions & votes (right click and choose ‘open hyperlink’ to access this document)
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© 2010 DECE, LLC – DECE CONFIDENTIAL
Contents1. Upcoming MC agenda plans & Decision-Support Materials for WIP MC Decisions
2. High-level Calendars)
3. Key Project/Program plans & status summaries
4. Reference Items
a) 2011 F2F meeting schedule
b) DECE functional map, “org chart” & resources
c) Summary of select key policy points (e.g. Phased Retailer)
d) Recent MC decisions & MC decision log (Sept. 2010 onward)
e) Key Marketing & PR strategy/messaging documents
40
Reference items being fill
ed in
© 2010 DECE, LLC – DECE CONFIDENTIAL
Marketing: Research Exec Summary (1 of 2)In October 2010, DECE conducted a web-based survey of 1,025 adults & teens in the U.S. and Canada.
• We surveyed:
– A mix of ages, genders, and household compositions
– A range of movie/TV consumption levels, buy/rent/subscribe patterns, and video distribution sources
– Various device ownership profiles for living room and mobile devices
• Participation requirements were liberal, but we captured “quotas” of high-interest consumer types to ensure a large-enough sample for statistically-valid analysis
– Screened for at least some HE use
– Quotas on demographic/HH composition, media/tech behaviors
The ~25-minute survey had three parts:
1. Understanding current HE behaviors, trends and satisfaction / pain-points
2. Exposure and explanation of the UltraViolet concept via video overview and info-graphic walk-through
3. Response to UltraViolet• Overall interest• Measures of specific willingness to change behaviors
for UltraViolet’s benefits• Prioritization of demand for various UltraViolet features
and use cases.• Most-likely skepticisms to overcome• “Bottom-line” expected use of UltraViolet among
portfolio of consumers’ options
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Marketing: Research Exec Summary (2 of 2)• Findings corroborate and flesh out reasons for stalled EST market.
– Perceptions of both value and quality-of-experience substantially lower than other Home Entertainment options – 25+% of current EST users say they have reduced, or soon plan to reduce, EST usage
– Notable dissatisfaction in areas targeted to be improved by UltraViolet: overall value, moving content among devices/brands, helping keep track of everything, sharing with family and feeling safe from crashes/loss
• Positive overall reaction to UltraViolet. Strong general stated-interest – “very likely to use if buying movie/TV show” especially high among:
– High-value behavioral segments: current EST buyers, Blu-ray buyers and Blu-ray renters/subscribers, iTunes and tablet users
– Targetable demographic segments: HH’s with teens/kids, 18-34 in general and especially males, and male teens
• Beyond simple stated-interest: willingness to change behavior for UltraViolet benefits. Data shows consumer willingness to take action:
– More than half say they’d likely switch retailers, device-brands, or even one title vs. another, to get UltraViolet benefits
– Given choice between a movie without UltraViolet and one with it (at $1, $2 or $5 incremental hypothetical cost for randomized subsets of sample) up to 50% of respondents show willingness to “pay” in some form for UltraViolet (and a higher % among base of just today’s buyers). [note on presumption of re-downloads/streaming being free / nominal cost]
• Important skepticisms – but seemingly addressable ones. When asked, consumers underscored many we expect and need to address. Notably, “I can already do these things” and “only if iTunes is part of it” are NOT among important indicated skepticisms.
• Importance of UltraViolet capabilities. Consumers’ view on value of specific planned features/benefits shows that most are valued to a material degree. In particular, “choice” components of retailer and device interoperability, and content all-in-one-place, rank highest. Data here also shows that downloads and streaming are both viewed as important, at about equal rates.
• Bottom-line: affirmation of consumers’ adoption likelihood and material role for UltraViolet in the HE landscape, if deployed and marketed.
– About 30% of respondents asserted a strong likelihood that UltraViolet would likely make them buy movies/TV shows a higher proportion of the time (vs. rentals/subscription)…and more than 10% say UltraViolet would likely increase their overall use of HE
– In trade-off exercise to predict usage of UltraViolet-enabled buying vs. rental, subscription and other options…data suggests that broadly deployed and effectively marketed UltraViolet offers could have ~25% of HE unit volume. INTERPRET THIS AS PRELIMINARY AND VERY FORWARD-LOOKING, BUT ENCOURAGING DATA FOR NOW.
Source: UltraViolet Consumer Insights Survey, Oct. 2010; conducted for DECE by AbsolutData Technologies; n = 1,025
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© 2010 DECE, LLC – DECE CONFIDENTIAL
UltraViolet concept introduction to survey respondents
All respondents clicked through an info-graphic introduction and explanation of UltraViolet
Half of group also saw a video
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