les dangers du DRM Adobe : Lightweight Content Protection (LCP) par Radium

les dangers du DRM Adobe : Lightweight Content Protection (LCP) par Radium

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Lightweight Content Protection (LCP) Alternative to the valuedestroying Adobe DRM Nicolas Pastorino VP Product, Marketing, Customer Service npastorino@teaebook.com @jeanvoye Feb 2015–Brussels Joint EIBF/FEP meeting 1. 2. 3. 4.

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Lightweight Content Protection (LCP) Alternative to the valuedestroying Adobe DRM
Nicolas Pastorino VP Product, Marketing, Customer Service npastorino@teaebook.com@jeanvoye
Feb 2015Brussels Joint EIBF/FEP meeting
1. 2. 3. 4.
Agenda
The reality of ebook aftersales support Moments of truth: enduser tests Cost, impact of Adobe DRM on the ebook industry Economic & technical alternative : LCP
2
Support Activity at TEA: Facts & Figures
1 support ticket per200purchased books 60% of tickets related to Adobe DRM
12,00% 10,00% 8,00% 6,00% 4,00% 2,00% 0,00%
10,45% 7,31% 8,11%
6% 7%
1% 1% 2% 2% 1% 0% 4%
5%
Total; Autre; 129; 18%
21%
32%
Support tickets type breakdown, since Nov 2012
Ratio between amount of support tickets processed and amount of purchased books
Adobe AdobeTéléchargement Download Autre MiscContenu ContentPaiement - remboursement Payment Connexion/réseau Network/connection Transfert Transfer Epub fixed layout ePub Fixed Layout Compatibilité Cdiscount Cdiscount compat Paramètrages Liseuses ITnEkA-rAelabidneMrischceolnfig
3,14% 2,24% 3,13% 1,92% 1,80% 0,56% 0,72% 0, 1,03% 72% 1,09 % 0,71% 1, 1,10% 0,85% 0,60% 0,83% 09% 1,22% 0,71% 0,81% 0,72% 0,64% 0,68% 0,77% 0,56% 0,79% 0,66%
3
Moments of truth: enduser panels
Panel of ~100 potential users
Test conditions Recruited in points of sale upfront tendency towards ereadingWith or without Tested without external help (ondemand only) Test scenario 1. Account creation 2. First purchase 3. Reading of the purchased ebook Tested devices Inkreader iPhone/iPad application Android application
4
Main takeaway
How many tested endusers successfully read (without help) ebooks protected by an Adobe DRM ? 0%
5
Our first reaction…
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Enduser perception of Adobe DRM
18%
30%
4%
0%
26%
22%
7
Does not under the difference with bookseller account
Thinks it is a kind of reader
Does not understand and does nothing
Proceeds without understanding
Knew from before
Understood by himself
Adobe captures much value
Adobe DRM hurts us, 4 times rather than 1 Slows down adoption of ebook, Slows down innovation & technology, Exhorbitant cost: ~100Konly,/y for TEA Theft of customer data + usage data Damages the entire bookchain
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A Painful Way to Protect Authors & Publishers French ebookscatalog (~190’000 titles):Adobe DRM (metadata)60% forced under Alternatives (watermarking) not used a lot Cost of aftersales support People solving aftersales issues instead of selling, Cost of opportunity • “You don’t have twice the chance to make a good first impressionAdobe DRM creates a deceptive first purchasing/reading experienceDamages customer loyaltymuch less sales on the longrun 9
But…
Generally positive attitude: Despite serious hurdles, endusers still project themselves in the usage of ebooks, Some « quickfixes » may marginally improve the user experience:Better guidance, or changes in userinterface wording to workaround the most frequent mistakes.
10
Our second reaction
HOPE!
11