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

Marie Mosnier

Informations

• Publié par: ActuaLitte.com
• Publié le: 04 mars 2015
• Nombre de lectures: 467
• Langue: English

Extrait

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.

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 Adobe Téléchargement Download Autre Misc Contenu Content Paiement - remboursement Payment Connexion/réseau Network/connection Transfert Transfer Epub fixed layout ePub Fixed Layout Compatibilité Cdiscount Cdiscount compat Paramètrages Liseuses I T n E k A  - r A e l a bi d n e M r i s ch c e o l nfig

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…

6

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: ~100K€only,/y for TEA •Theft of customer data + usage data Damages the entire bookchain

8

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 impression” •Adobe DRM creates a deceptive first purchasing/reading experienceDamages customer loyaltymuch 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