The target devices for streaming are not just
The target devices for streaming are not just PCs; they could be wireless PDAs or portable music players. Content will have to be repurposed for the requirements of each device. Content for the PDA requires careful design to be compelling within the limits of a small display area. Compatibility with media players Which player do you choose? Corporate users can choose a single system. B2B and B2C suppliers may want to offer the user a choice. Two of the popular streaming architectures already include DRM systems (Real and Windows Media). If you want to support several architectures you may end up having to interface with three different DRM systems. Commerce When you are selecting a DRM system, you need to look at the features on offer. Does it support cross-selling? An important factor is the transaction costs for micro-payments. Can you make retrospective changes to the business rules? This allows price changes for downloaded content that already resides on the customer s PC. Is it possible to revoke access to content? Reseller The reseller could be a retail web store or a content portal, aggregating content from several suppliers. The content could be sold through several stages before the final purchase by the end-consumer. A distributor may buy content from many creators and sell to the consumer. Distributors will want to set up the business rules for the trading of content, and may want to add further rules, add their own margin, and then add special offers. So the DRM systems should support modification and additions to the business rules by trusted partners in the value chain. Consumer/user The end-user first gains authorization from the clearing house or data center. Then he or she is free to open and view the encrypted content. Now a consumer may want to preview content before making the decision to buy. This purchase may be outright, or could be for a fixed period rental. Consumers are often encouraged to forward media to friends a process known as viral marketing. The DRM system has to support secure super-distribution for this personal recommendation to operate. 272 The Technology of Video and Audio Streaming
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