SEOUL, KOREA —The International Copyright Technology Conference 2011 (ICOTEC) was held a COEX Grand Ballroom over two days, concluding on Friday the 18th of November. The event invited keynote speakers form around the world to discuss the heated topics, which inevitably swirl around copyright protection.
This issue has always been at the forefront whenever media gets a technologic face-lift. As the world moves to a cloud computing environment, this issue is getting an exceptional amount of consideration. The media industry is still dealing with issue of licensing and piracy, stemming from a digital hardware environment, not to mention the arrival of a new wireless seamless, content distribution paradigm. Unlike many who might approach the issue with fear and negativity. Microsoft’s, Mr. Thomas Rubin, who is a specialist in the arena of copyright issues, prefers to look at every innovation as an opening for new business models to be developed and an opportunity for new creators to find an audience for their content.
Korea IT times had an opportunity to speak with Mr. Rubin about issues related to copyright and the international distribution of intellectual content. Rubin’s, who is back in Korea for the first time in seven years, remarked on the very impressive technologic progress that Korea has made, calling their broadband speed and access the “envy of not only the United States but the whole world.”
His talk focused on the power of cloud computing and the necessity for new approaches to copyrights and content distribution to be developed and actualized. He emphasized the power of cloud technology to be a powerful tool for media distribution, and a technology, which was there to benefit and engage the consumer, but said there where several preliminary steps needed to be taken before it could be effectively used.
Copy right at the speed of light
Cloud computing and creative content
Mr. Rubin discussed three eras of copyright transition. He mentioned the time consuming and expensive process of creating content during the “Analogue” phase of media, this lead to physical ownership of a product, and a more clear-cut understanding of copyright and distribution. It also focused the power of, not only creation, but distribution in the hands of a few.
The next era of copyright occurred with the innovation of digital technology, which also required considerable investment to produce, a physical product such as a CD or DVD, but was subject to an ease of copying and illegal distribution.
Now comes cloud technology, where the impetus is not on own content, but facilitating distribution of media to an audience who is demanding entertainment at their convenience.
He quoted a recent Financial Times headline to encapsulated his feeling, “Innovation is all about the consumer”, seeing this as a “time of remarkable change for content owners” who, “by leveraging the cloud content owners can find new audiences”
Mr. Rubin discussed five ways content has been transformed by cloud computing.
Saying that there are “New Forms” of content with an ability to reinvent content. This process is demonstrated by online gaming, where users are able to play interactively online. Citing modern warfare 3 which made 775 million dollars worldwide its first day to become the largest launch ever regardless of media.
The key is its interconnectivity. On its first day it totaled 7 million gaming hours, and 3.3 million simultaneous.
“New Creators” are realizing their opportunity to find their audience calling it a “democratization of creators.” Rubin mentioned Wordpress, and Amazon Kindle’s small book publishing, as just two examples of the possibilities available.
In the new business model consumers participate in a “New Marketing.” He highlight that with Amazon’s Kindle reader highlighted favorite passage results in a post on Amazon, which in turn influences other readers to purchasing.
Most importantly, “New business models” arise from the ashes of dead models killed by the ever-sharpening saber of technology. In the cloud model providing access to content is much more important than physical ownership. Saying it must be, “available to consumer on consumer’s terms.” In other words instantly, citing the popularity and changing business models of Netflix form providing a physical rental to a membership streaming business model. Then there is Amazon, going from selling real books to selling e-books, and at the same time creating a market for new authors to get published and find an audience.
And finally the new purveyors of media must provide, “New Experiences.”
Where content is available anytime, anywhere. For example one could start movie on their Xbox, pause continue on a PC, and finish the movie on a smart phone on the way home.
If content owners can effectively meet these demands piracy and infringement will mostly take care of itself, as most consumers want convenience, not free products. So more effort should be spent on formatting new policies to effectively protect the works rather than to stopping piracy.
Such as improved metadata a focus on how policy can improve licensing to works, preventing international ambiguities in licensing, and bridge international copyright law, providing for wide distribution of a work.
And finally concentrate less on threats and focus on opportunities from new cloud technology.