MOBILE CONTENT PRESENTATION

Youtube Link : https://www.youtube.com/watch?v=LH8arUigmLg&t=29s

Mobile Content

(Slide 2) The focus area of this material are explain about content and copyright protection, mobile payment system, and mobile advertising.

(Slide 3)Let’s talk about content and copyright protection.

(Slide 4) We used to do transfering data from between mobile devices, this has been our habit everyday. Many unofficial contents on the internet that you can downloaded as free, and many sites provided unofficial contents that easily to find such as e-book, music, film, software app, etc.

(Silde 5)Digital Rights Management (DRM) is a systematic approach to copyright protection for digital media. The purpose of DRM is to prevent unauthorized redistribution of digital media and restrict the ways consumers can copy content they’ve purchased. DRM products were developed in response to the rapid increase in online piracy of commercially marketed material, which proliferated through the widespread use of peer-to-peer file exchange programs. Typically DRM is implemented by embedding code that prevents copying, specifies a time of period in which the content can be accessed or limits the number of devices the media can be installed on.

(Slide 6) So, how should it works? There are 4 steps. The first one, take any content such as audio/video, documents, books/publishing, software, and images. And then the second one is about security (package with appropiate security) such as encryption partners, DRM partners, and PKI (trusted environment). Next, trade with choosen currency like payment, customer information, and PKI (identification). Lastly, allow the content to be used such as PC, phone, PDA, players, and TV.

(Slide 7) The ease of use of DRM:
1. Easy to implement and use for both publisher and user
2. Access information should be easy but remain secure
3. The cost should not be prohibitive
4. Scaleable to run Amazon and Yahoo!
5. Adaptable to change as DRM, encryption, payment and e-commerce technologies come and go

(Slide 8) Open standards:
1. DRM standards define isn’t that way we are here
2. W3C standards define an open web platform for application development that has the unprecedented potential to enable developers to build rich interactive experiences, powered by vast data stores, that are available on any device.
3. E-business standards
4. UDDI (universal description, discovery, and integration) is an XML-based registry for business worldwide to list themselves on the Internet. SDMI (secure digital music initiative) is a direct response to the widespread success of the MP3 file format.

(Slide 9) History of DRM:
In the pre-digital era, people's ability to do various things to or with content were limited. The networked digital age makes it possible to do just about anything to digital content, instantaneously and at virtually no cost. While this is a great opportunity for new content business models, it threatens the livelihood of content creators by making rampant piracy possible. Also, more and more public and private entities are going digital and doing business online. Information is increasing retrieved through computer networks by customers, employees and partners etc. Thus, we see the need for a technology that enables the secure creation, management, distribution and promotion of digital content on the Internet.

(Slide 10) There are 2 general types that used by DRM:
1. Restrictive lisencing agreements and encryption.
2. Scrambling of expressive material, and embedding of a tag. Regarding to Joan Van Tassel

(Slide 11) There are 3 DRM’s Distribution Scenario:

1.    Subscription based: content that users downloaded can be played as long as the users are still subscribed to these services.

2.    Time based: content can be configured to not to be played anymore (expired), having played several times at a certain time.

3.    Device based: content connected to some particular devices. Software prohibit users to play the contents to other devices without obtaining an additional license or permission from the vendor.

(Slide 12) There 4 of types of content that implement DRM System Based on Picture: Application, Games, Music, Movies, E-Books.

(Slide 13) DRM systems are applied today to follow the standards that have been imposed by the Open Mobile Application (OMA), an organization whose members consist of:

•       Mobile phone manufacturing industry, such as NOKIA, LG, Motorola, Sony-Ericsson, Siemens.

•       Manufacturing mobile system such as Ericsson, Siemens, Openwave.

•       Mobile phone network technology operators such as Microsoft, IBM, Sun.

(Slide 14) There are two versions of OMA DRM is DRM 1.0 which was drafted in 2002 and approved this version of the DRM 2004. merupakn basic version without protection strong enough.

There are 3 methods that used by DRM 1.0 :

Ø  Forward lock

used to subscribe ringtones, wallpapers, this method to protect against copying the file to an effective enough.

Step of procedure: the content is inserted into packets and sent to mobile devices as a DRM message. The file extension of this method is .dm whose contents are encoded header and content (but not encrypted).

 (Slide 15)

Ø  Combined delivery

digital right are placed packaged the same content in a DRM message. Digital rights are written using DRMREL (DRM Rights Expression Language) which contains information on the number and length of time the number of times content can be used. The file extension of this method .dm the contents header, right object, and the encoded content.

(Slide 16)

Ø   Separate delivery

            where content and rights objects shipped in separate packages. Packet sent in an encrypted state into DRM content format (DCF) using a symmetric cryptographic methods. So it can be transferred freely (unsafeway) such as through bloetooth, IrDA, or Email. Extension of this .dcf file encrypted content (DRM content format) .

(Slide 17) The Picture Tells that how DRM System work when the Mobile Phone Downloaded the content using DRM System

(Slide 18) There are 4 methods that used by DRM 2.0 :

Ø  Public Key Infrastructure (PKI) security system

Ø  Right Object Acquisition Protocol (ROAP)

Ø  DRM Content Format (DCF)

Ø  Right Expression Language (REL)

           

(Slide 19) The Picture Show How The DRM Protect The Copyrights of the content

(Slide 20) The Differences Between DRM 1.0 and DRM 2.0

(Slide 21) One of those ways to prevent the unofficial contents is to change the scheme of business model. The business model that can be applied: 

Cheap & Easy

Digital Content to Promote Traditional Product

Disintermediation and Give it Away

The Artist Freedom Voucher

(Slide 23)

A mobile payment or m-payment may be defined, for our purposes, as any payment where a mobile device is used to initiate, authorize and confirm an exchange of financial value in return for goods and  services (Au and Kauffman, 2007).

Mobile payments can become a complement to cash, cheques, credit cards and debit cards. It can also be used for payment of bills (especially utilities and insurance premiums) with access to account-based payment instruments such as electronic funds transfer, Internet banking payments, direct debit and electronic bill presentment

(Slide 24)

Payment models carried out on transactions and digital services or goods such as:

Ringtones, music, video, online game subscription or items, wallpapers, and several other digital goods.

For example in online game if we wanna have this hero, we must paid to get it.

Transportation tickets, such as airline tickets, train tickets, bus, parking, and tickets for other services. Books and magazines

For example e-book in emerald we must have a subscription to have a full licences.

(Slide 25)

For example in Mobile Payment there are market provisioning, Deposit, Lending, Capital Rising, Investment & Risk Management and Payment, Clearing, Settlement

(Slide 26)

Types of Mobile Payment there are Premium SMS, Mobile Web Payment, Direct Mobile Billing, Contactless NFC and Direct Carrier/Bank Co-operation

(Slide 27)

For example in premium sms

When we want to pay subscription to our provider just sms to the provider and provider will send the notification.

(Slide 28)

Steps to use mobile web payment

In amazon

Ready to payment so the customer choose pay with amazon button

Customer are taken to co-branded mobile pages

Choose the payment methods such as Debit/Credit card etc

When customer already paid, customer can download it

(Slide 29)

NFC is a technology reader models with a smart card

In smartphone nowadays

If u wanna have a top-up such as E-money, Brizzi or Flazz (E-Payment Card)

You can just tap your card to your smartphone and then you can top-up with third parties such as Tokopedia.

(Slide 30)

And the last of types of mobile payment is direct carrier/bank cooperation

For example, BNI Mobile, as a customer we can see our balance, we can see direct tranfers to our friends or family with only use smartphone

We can also top-up like GOPAY, OVO, DANA etc.

(Slide 30) So next is type of mobile payment, this is the picture of user interface of carrier and bank corporation application used to do online payment

(slide 31) Mobile payment business model

The focus of the initiation of the payment is divided into two parts:

1. Consumer initiated payment

Consumers who transact directly with the server, including authentication and payment authorization. Example: the use of NFC(it's a method of wireless data transfer that detects and then enables technology in close proximity to communicate without the need for an internet connection) and contactless payment operation, the use of additional hardware on mobile devices / phones.

2. Merchant initiated payment

Scenarios where the transaction took place equipped or sent by the merchant. Example: mobile EFTPOS (electronic funds transfer at points of sales) are processed by using a mobile phone.

(Slide 32) Mobile payment business model(cont.)

Based on service providers, mobile payment can be divided into several models:

1. Operator centric model (Customer ->Operator->Vendor)

2. Bank centric model (Customer->Bank->Vendor)

3. Colaboration model

4. Peer-to-Peer model (Customer->ISP->Vendor)

(Slide 33) Factors that promote and inhibit mobile payment

- Promote factors

1. Offer more added value to consumers, merchant, telecom operators, financial institution, and several other participant of payment ecosystem.

2. UX because the use is more convenient than the existing payment method at this time.

(Slide 34) Factors that promote and inhibit mobile payment(cont.)

- Inhibit factors

1. The complexity of the ecosystem that requires the cooperation of several parties and the cooperation between the parties is still lack, those parties are banking, merchant, sales, telecommunications operators, and others.

2. Financial regulation is centered over to the banks and can not accept new models follow the rapid technological developments.

3. Security, or the perception that mobile payment mobile is not secure enough.

4. The high costs to prepare the infrastructure

5. Not many handset that supports various types of mobile payment available, especially NFC.

6. The lack of interoperability between multiple mobile payment technology standards.

(Slide 35-36)  Electronic Money

This is few examples of electronic money that exist nowadays, there are link aja, ovo, dana, etc.

(Slide 37) Money/Digital cash

- Money is an economic unit that functions as a generally recognized medium of exchange for transactional purposes in an economy. Type of money:

1. Coins, Bill(which is used everyday)

2. Bearer bonds: immediate cashable

3. Gold, Silver: portable money(can be convert to real money anytime)

(Slide 38) 

- Digital cash is a system of purchasing cash credits in relatively small amounts, storing the credits in your computer, and then spending them when making electronic purchases over the Internet.

- Two types of E-money:

1. Identified e-money

2. Anonymous e-money, or digital cash

- Ideal Digital Cash system:

1. Independency (transfer through network)

2. Security (not copied or re-used)

3. Privacy (untraceable)

4. Offline payment (peer to peer)

5. Tranferability (to another person)

6. Divisibility (digital cash can be divided ito smaller amount)

(Slide 39) Protocol Consideration
1. Consumer:  what important to customer are Privacy; Security; Protection; Regulation
2. Business: what important to business Availability of anonymity; Cost and ease of acquisition; Availability; Risk of fraud; Liability for fraud.
3. Financial And Government: Consumer protection; Financial loss; Privacy vs fighting crime; Federal reserve regarding the money.
4. Technical Challenges: Anonymous spending; Privacy; Preventing fraud, like double spending; Cost effective

(Slide 40-41)
- Advertising Mobile Sytem. AMS is a media advertising service that use mobile phone or cellphone. Ads delivery by utilizing smartphone technology or other mobile devices. By utilizing the GPS/Global Positioning System, advertising mobile can determine the spatial behavior of its target consumers.

 (Slide 42)
- Mobile advertising offers a way to advertise by means of good, effective and efficient called as Narrowcasting in advertising through mobile media.

(Slide 43)
- Type of advertising mobile : SMS/Short Message Service, MMS/Multimedia Messaging Service, Banner Ads, Mobile Video Ads, Mobile Games Ads, Jingle before Voice Mail.

(Slide 44-45)
- The example of screenshot of advertising mobile shows in the slide.

(Slide 46)
- The potential for advertising : Smartphone penetration in the Asia-Pacific region is booming. In fact, penetration in a number of markets in the region is approaching saturation point, having already eclipsed penetration levels in the U.S. and many European nations. Asia Pacific smartphone penetration is highest in Hong Kong and Singapore at 87 percent, followed by Malaysia (80%), Australia (75%) and China (71%). Penetration in developing Asia Pacific markets, while trailing the more developed markets in the region, is gaining traction; Thailand’s smartphone penetration is at 49 percent followed by Indonesia (23%), India (18%) and the Philippines (15%). (Reference: indotelco.com, 2013)

(Slide 47)
- Example of the potential advertising : Nielsen’s telecom and technology practice director in Southeast Asia, North Asia and Pacific Sagar Phadke says, “the growth in connected device ownership across Asia Pacific has been staggering in recent years.” Nonetheless, he notes: While this growth is expected to begin levelling out, consumers’ use of connected devices will continue to evolve and expand, presenting vast opportunities for organisations to engage with consumers on an almost ubiquitous platform. (Reference: indotelco.com, 2013)

(Slide 48)
- How to choose the right target for our ads? Consider some of the following factors: Interest / hobby, Behavior, Demography, Survey of the user, Locations, The type of mobile devices, CRM database, Context and keywords.

(Slide 49)
- Ecosystem and Advertising Mobile Business Model : We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected mobile devices for up to 16 hours a day. Mobile audiences have exploded as a result. Mobile advertising should be a bonanza, similar to online advertising a decade ago. However, it has been a bit slow off the ground, and its growth trajectory is not clear cut. We explain the complexities and fractures, and examine the central and dynamic roles played by mobile ad networks, demand side platforms, mobile ad exchanges, real-time bidding, agencies, brands, and new companies hoping to upend the traditional banner ad. Here's the dynamics surrounding the mobile advertising ecosystem : Mobile advertising is relatively tiny, the mobile ad ecosystem is very complex, there are few shared protocols or standards, the display ad category presents a dynamic and complicated future.