ETNO Workshop, 2005, March 3

1. Jérôme PERANI, Strategic Marketing Manager, VIACCESS SA – Phone :+33 1 44 45 65 27 – Fax : +33 1 44 45 64 80 – jerome.perani@viaccess.com
CONFIDENTIAL – This document is Viaccess intellectual property and is stricly confidential; any copy is stricly forbidden
Digital Entertainment needsDigital Entertainment needs
Content ProtectionContent Protection

2. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 2
The Evolution of Entertainment
Entertainment needs content protection
Conclusion
AgendaAgenda
ETNO Workshop, 3 March 2005ETNO Workshop, 3 March 2005
Conrad Hotel, Brussels

3. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 3
The Evolution of EntertainmentThe Evolution of Entertainment
With a library of over 5,000
proprietary characters, Marvel
Enterprises, Inc. is one of the
world's most prominent character-
based entertainment companies
The House of IdeasThe House of Ideas celebrates its
65th anniversary at the end of
2004
The case of Marvel Enterprises, Inc.

4. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 4
Towards Digital EntertainementTowards Digital Entertainement
The case of Marvel Enterprises, Inc.
ClassicEntertainmentClassicEntertainment
DigitalEntertainmentDigitalEntertainment

5. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 5
Overview of the 20th CenturyOverview of the 20th Century
Comic
books
Comic
books
Comic
books
Comic
books
Comic
books
Comic
books
CartoonsCartoons
70’s-80’70’s-80’ss
Video
games
Video
games
CartoonsCartoons
MoviesMovies
90’s90’s40’s-60’40’s-60’ss
The case of Marvel Enterprises, Inc.
ClassicEntertainmentClassicEntertainment
DigitalEntertainmentDigitalEntertainment

6. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 6
Digital is everywhere in the 00’sDigital is everywhere in the 00’s
The case of Marvel Enterprises, Inc.
A comic fan can
read comic books
on his PC
A comic fan can
customize his PC
with Screensavers
and Wallpapers
And much more…

7. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 7
The case of Marvel Enterprises, Inc.
Digital is everywhere in the 00’sDigital is everywhere in the 00’s
A comic fan can do
everythingeverything with his last
generation mobile phone
Mobile
comic
books
Mobile
comic
books
Community
applications
Community
applications
Virtual
character
simulation
Virtual
character
simulation
MobisodesMobisodes
Ring
tones
Ring
tones
GraphicsGraphics
Phone
functions
Phone
functions
Voice
tones
Voice
tones
Trading
cards
Trading
cards
Wireless
games
Wireless
games
Multimedia
messaging
Multimedia
messaging
Greetings
cards
Greetings
cards

8. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 8
Some lessonsSome lessons
Embrace Digital Entertainment
Marvel filed for bankruptcy in 1996
Declining classic entertainment
Comic books
Trading cards
Digital creates new opportunities for Marvel growth
From reading 1 comic per month to any time & anywhere usage
An increasing diversity of content types
An increasing number of « devices » and « platforms »
An increasing share of digital content
Comic fan : Better consumer satisfaction
The case of Marvel Enterprises, Inc.

9. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 9
Entertainment needsEntertainment needs
content protectioncontent protection
But the circle is virtuous if THE CONTENT IS PROTECTEDCONTENT IS PROTECTED
Lessons from the Digital Pay TV business
Incentives for stealing content : Money
Content protection solutions are vital
To secure the business of the Entertainment value chain
To generate revenues for content providers
To transform customer satisfaction into willingness to pay
Without content protection, no businessWithout content protection, no business !

10. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 10
Classic Entertainment needsClassic Entertainment needs
content protectioncontent protection
ClassicEntertainmentClassicEntertainment
From printing houses
to distribution centers
From distribution
centers to bookshops
From printing houses
to distribution centers
From distribution
centers to bookshops
Secure distribution
During the night :
Locking systems
During the day :
Security monitoring
During the night :
Locking systems
During the day :
Security monitoring
Secure content
Limited security risk
with print copies
(photocopiers)
Limited security risk
with print copies
(photocopiers)
Copy protection
Limited security risk
with print copies
(exchange on the street
or at schools)
Limited security risk
with print copies
(exchange on the street
or at schools)
Redistribution control

11. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 11
Digital Entertainment needsDigital Entertainment needs
higher level of content protectionhigher level of content protection
DigitalEntertainmentDigitalEntertainment
From content providers
to services operators
From services
operators to end users
From content providers
to services operators
From services
operators to end users
Secure distribution
Anyone may benefit
from “unlimited”
storage capacity
Permanent control to
avoid content stealing
Anyone may benefit
from “unlimited”
storage capacity
Permanent control to
avoid content stealing
Secure content
Highest security risk
with digital content
(cost of copying is
zero)
Highest security risk
with digital content
(cost of copying is
zero)
Copy protection
Highest security risk
with digital content
(Peer-to-Peer
exchange)
Highest security risk
with digital content
(Peer-to-Peer
exchange)
Redistribution control

12. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 12
ConclusionConclusion
Secure
distribution
Secure
distribution
Secure contentSecure content
Copy protectionCopy protection
Redistribution
control
Redistribution
control
As usualAs usual
Increasing needIncreasing need Usage controlUsage control
New needNew need Usage controlUsage control
New needNew need Usage controlUsage control
Higher Level of
Content Protection
Business
Opportunities

13. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 13
Viaccess is working to deliver the highest level of content protection
required by Digital Entertainment
€2 billion Pay TV revenues secured, 80 Digital TV operators
Pay TV : From Secure Distribution to end-to-end Content Protection
Development of a wireless content protection solution in cooperation
with
ConclusionConclusion
With Viaccess, France Telecom is offering
To packagers, rights owners and rights holders
A range of content protection solutions
Available on all digital infrastructure
Broadcast
Broadband
Mobile

14. CONFIDENTIAL - This document is Viaccess intellectual property and is strictly confidential ; any copy is strictly forbidden. 14
One of the 23 top global media and entertainment CEO’s and senior
executives interviewed by Ernst & Young said :
In the Digital World,In the Digital World,
Content ProtectionContent Protection
is Your Safety Beltis Your Safety Belt
ConclusionConclusion