the insider

Customer News
2010.01
www.sonydadc.com
Sony DADC
3D is NOW!
International footprint
Based on theatrical 3D success, our industry
is prepared for 3D home entertainment
Good movies – good conscience
New sites in India, New Zealand, Russia
First carbon neutral DVD collection
"Clo
With a Cudy
of Meat hance
balls"
Coming th
is su
to Blu-ray mmer
3D™
3D. Makes it real.
Blu-ray turns home entertainment into a cinematic experience with
High Definition picture & sound, full interactivity and now also captivating 3D.
As the service partner of choice for the entertainment industry, Sony DADC
supports local and international entertainment producers with all their Blu-ray
and 3D requirements.
www.sonydadc.com/3D
© Sony Corp.
Welcome
Table of contents
04 Blu-ray 3D
Having already arrived in cinemas, 3D will soon
move into the homes
05 Authoring
Nordic digital and authoring centre of
excellence opened
06 International footprint
Even with so many exciting technologies on the horizon,
we still expect 2010 to be a reality check for many of
them, as we cannot ignore the harsh economic environment that persists throughout Europe. Our role at Sony
DADC is to support our customers’ efforts to exploit
these opportunities whilst helping keep our collective
feet on the ground.
Without doubt, 3D home entertainment will be a key
innovation this year. Sony and FIFA’s agreement, which
will enable FIFA to produce the world’s first World Cup
in 3D, will be a landmark achievement in delivering captivating 3D content. FIFA will utilise Sony’s experience
and know-how of 3D content production to spread the
passion of the greatest sporting event in the world to
more people than ever before.
International licensing model simplifies life
for studios and distributors
Set-up in South-East Asia and Pacifics
Our work in the digital domain is a good example of
how we are evolving our product and service portfolio.
Whether it’s supplying content to iTunes, enabling digital copies in order to enjoy movies on-the-go or helping
the Fiat Group revolutionise its customer marketing
communications by harnessing the power of the internet, we explain in this newsletter why Sony DADC remains your technology and solutions partner of choice.
08 International footprint
Finally, this issue will keep you updated on our continued network expansion. As you will read, from Moscow
to Mumbai and from Sweden to New Zealand, Sony
DADC continues to invest in new state-of-the-art authoring, manufacturing and distribution facilities.
11 Digital Copy
All this investment has one purpose – to help us help
you build profitable and rewarding business operations.
In the same way, at Sony DADC we have developed an
exceedingly comprehensive suite of 3D authoring and
production support services, which will help ensure that
our customers will be amongst the first in their field to
offer consumers the 3D experience in their homes.
3D is just one of many areas where Sony DADC is helping to push back the frontiers of digital technology. We
continue to evolve and today we have extended our value chain far beyond disc production – our service offering is just as important as our physical product range.
New manufacturing and distribution facility
in Bollywood
Expansion to Russia
10 eBridge
eBridge revolutionises customer
communications at Fiat Group
Anywhere, anytime: Digital Copy evolves into
the mobile handheld world
12 Video DRM
Ingenious DRM converts Blu-ray pirates into
paying consumers
13 Digital Content Services
Sony DADC delivers your content to
Apple iTunes
Video/Film Express and Svensk Filmindustri
ready for the future of digital distribution
14 Digital Games Services
Dieter Daum
CEO Sony DADC
We provide you with solutions to enrich your
games and revenue
15 Leading the green way
Good movies – good conscience
Editorial & Layout/Graphics:
Arkin Kol – Director Sales & Marketing Communication
Christina Schobesberger – Marketing Communication
Britta Meissner – Graphic Artist
Owner & Publisher:
Sony DADC · Sonystrasse 20 · 5081 Anif/Salzburg · Austria
Phone: +43 6246 880 281 · marketing@sonydadc.com
© Sony DADC Austria AG 2010
Sony DADC disclaims all responsibility for errors in quotes & facts.
We thank all of those who have contributed to this edition of “the insider”.
the insider
3
3D is NOW!
Having already arrived in cinemas, 3D will soon move into the homes.
Sony DADC supports customers of every scale with all their 3D Blu-ray requirements.
© Sony Corp.
As a cinema-based entertainment platform, 3D has arrived. While Avatar has smashed all box office records to become the biggest grossing movie of all time,
Disney’s Alice in Wonderland is fast re-writing them – already it has achieved opening night record revenues. Now, new research from media industry analyst
Futuresource Consulting reveals that the migration from the cinema theatre into our homes could be swift.
Its Living with Digital Internet Survey, which polled a
representative sample of 3,000 consumers in the U.S.
and Europe, reports that 63% of U.S. consumers have
already experienced a 3D movie at the cinema compared with 50% of European consumers. Also, there is a
significant appetite for 3D in the home, with 72% and
73% of consumers in the U.S. and Europe expressing an
interest for 3D capabilities in their homes.
“The pieces are falling into place with 3D,” commented Futuresource’s Jim Bottoms. “Consumers are voting
with their dollars at the cinema. Will it translate into the
home? There are many good reasons why it will and
there are a large number of companies and organisations that are backing it strongly.”
Bottoms emphasises the positive role that Blu-ray Disc
players will play in the establishment of 3D in the home.
He highlights the fact that the Blu-ray Disc Association
(BDA) has succeeded in establishing 3D BD specifications and that these include 2D / 3D compatibility – a
feature that will avoid another damaging format war,
according to Bottoms.
3D hardware line-up announced
In 2009, the average price for a Blu-ray player in the US
was $175 and Futuresource predict that 3D BD players will
command a small price premium in their first generation,
with a number of manufacturers talking about products
in the $300 to $600 range. Having said this, Jim Bottoms
was swift to point out that already Sony is offering a firmware upgradeable BD player priced at $200 - $220.
“This price point will have a big influence on the market,” remarked Bottoms. “By buying Sony, consumers
are buying forward. This is an ambitious move by Sony –
we will see continuing price reductions in 3D BD players
and we predict that the first sub $100 3D BD players will
hit the market in 2012. 3D will be a standard feature in
all Blu-ray players by 2015.”
Bottoms highlights the positive impact that PS3 is set to
have on the introduction of 3D in the home. Currently,
there is an installed base of 10.7 million PS3 consoles in
the U.S. and 11.7 million in Europe. All of these units
will become 3D compatible when Sony releases a PS3
3D firmware upgrade later this summer.
“PS3, Blu-ray and 3D is a highly attractive proposition for
a very large market,” concluded Jim Bottoms. “3D lends
itself very well to the gaming environment. Sony is planning the release of 3D gaming titles this year. This could
be the trigger that brings Xbox and Wii into Blu-ray.”
Sony DADC ready for 3D authoring &
film production
With consumer electronics manufacturers entering the
3D market this spring and summer, there will be a demand for 3D content and Blu-ray is an elegant solution
for the home market. Anticipating increased demand
for 3D Blu-ray authoring support, Sony DADC has invested significantly in this evolving market segment.
·3D authoring
·3D film production
We are
ready
·3D Blu-ray production
·Packaging and special packaging
·Distribution
·Retail promotion services
Sony DADC offers a comprehensive 3D support service,
which includes pre-production, production, post-production, authoring and supply chain services (including
digital & physical distribution). From planning, through
shooting, editing, authoring and distribution, the company offers a one-stop-shop service that is unique in its
high quality, creativity and speed of project turnaround.
“In times of change fortune favours the brave and
for those content owners and publishers looking to
make their first investments in 3D content we are ready and able to support them,” said Marcel Penning,
Product Manager 3D at Sony DADC. “We can provide
the market’s best developed 3D shooting, editing and
authoring infrastructure, backed up by one-stop-shop
supply chain services right up to retail or even the consumers’ homes, meaning that publishers can fast-track
their 3D releases this summer.”
Sony has been a moving force behind the evolution
of both Blu-ray Disc and 3D technologies. As you
might expect, the company has identified 3D as a
critical growth market within its future operations.
To support its market introduction, Sony DADC has
developed a 3D centre of excellence, which is available
for any of its customers to tap into.
No matter which kind of content,
3D takes the viewing experience to the next level
© Sony Corp.
Product Manager 3D
marcel.penning@sonydadc.com | Phone: +43 6246 880 237
4
the insider
Nordic digital and authoring centre of excellence opened
The Nordic region is a key emerging market for Sony DADC, so it was no surprise when, last autumn, the company made a major strategic investment in the
region. The investment sees the company entering into a partnership agreement with Born Studios – well known for their expertise in audio, visual and interactive design.
Based in Borås and Stockholm, these new creative resources integrate within Sony DADC’s global authoring
and digital service network. It completes Sony DADC’s
product and service proposition in the Nordic region and
means that content owners and publishers have local
design and authoring services available. Local authoring
services from Copenhagen are planned to commence
in May 2010.
Marketing itself as Sony DADC Nordic Authoring, the
new partner is the leading supplier of authoring and
digital services to the Scandinavian market. Its services
seamlessly fit into Sony DADC’s one-stop-shop service
for both traditional DVD and Blu-ray customers – from
content creation to authoring, mastering, replication
and distribution.
Alongside its physical media business, Sony DADC offers
an elegant digital asset management and digital distribution support service in the Nordics. With some of Scandinavia’s most creative minds in the rapidly emerging digital environment, Sony DADC offers its Nordic customers
a blend of creativity backed up by the most sophisticated
multimedia production and distribution network.
“The digital landscape is developing rapidly and by working as one unified team we are building new ways to
harness the power of digital technologies in the storage and distribution domains,” stated Jesper Schertiger, General Manager Business Development Nordics.
“Our ambitions are not constrained by either traditional
thinking or physical media. Already, the new team is
developing and packaging new services and business
models to help content owners and publishers to capitalise on their assets.”
Dropping the barriers to Blu-ray entry
Think global, act local
“We have identified growth potential in our local market and this investment is designed to provide our customers with the very best local support services,” explained Jesper Schertiger. “Through the establishment
of this new comprehensive support facility, we intend
to help the regional home entertainment and education
content market exploit the opportunities for growth
that exist here in the Nordics.“
The new partnership between Sony DADC and Born
Studios means that customers have the comfort of local
native speaking support staff – and, at the same time,
they have access to the global resources of an industry
leader.
An illustration of this are the 3D services that the company provides. Sony DADC Nordic Authoring provides
specialist 3D creative and production services that will
enable their customers to exploit this rapidly growing
market.
Both Sony DADC and Born Studios have focused on
the Blu-ray platform for a number of years. New from
Sony DADC Nordic is a Blu-ray production concept that
enables their customers to fast-track the release of their
back catalogue on the new High Definition format.
Not only does this new concept considerably speed up
the Blu-ray production service, but it is also highly costeffective – and represents the most competitive service
in the Nordic region.
Contact Nordic Digital and Authoring Centre
magnus.frejd@sonydadc.com | Phone: +46 33 290 715
the insider
5
International licensing model simplifies life
for studios and distributors
1 yearunt
o
Param
nsing
lice
model
How can content owners maintain control of their top movie titles and still distribute their product profitably in many emerging international markets – this is a challenge that has perplexed even the largest
Hollywood studios for many years.
Sony DADC has developed an innovative way of approaching these increasingly important international
markets. The licensing concept makes life easier for
the content rights owner and at the same time provides them with more control of their titles. For the
regional distributor, called licensee, they benefit from
cost and time savings as well as a convenient onestop-shop service which they can tailor to their needs
and still boost profitability.
So radical is this new model that it enables the release of movies in markets that would not have been
possible with a traditional supply chain model. With
ordering quantities down to one unit, and fast stock
replenishment, distributors have little risk of obsolescence, which leads to increased profitability for
them.
One disc, several finishes –
one point of contact
The licensing model centres on the production of a
multi-territory disc and finishing with country-specific paper components as soon as an order is placed.
Alternatively, Sony DADC produces multi-territory finished products and holds them on stock.
In order to service the individual markets quickly,
Sony DADC replenishes the in-house stock automatically with the result that products can be shipped
within one or two working days.
Contact for International Business Development
friedrich.deininger@sonydadc.com | Phone: +43 6246 880 504
6
the insider
This service is focused on EMEA, APAC and LATAM regions with local manufacturing, assembly and distribution hubs in Austria, Hong Kong, Mumbai, Shanghai,
Sydney and Mexico City. Through the licensing agreement, the distributors have access to DVD, Blu-ray and
VCD products.
Also, Sony DADC offers local authoring services, which
combine the international expertise of the studios
with local level time and fast supply chain benefits.
What is really useful for both content rights owner
and distributor is that they have just one point of
contact for all production and financial issues.
“Within the agreement, Sony DADC charges the distributor a product cost, which includes a license fee
payable to the studio,” explains Fritz Deininger, VP
International Business Development at Sony DADC.
“We deduct supply chain service costs and credit the
balance to the studio, freeing them from the administrative burden of these relatively low volume but important international markets.”
Paramount pioneers new model
for BD, DVD, VCD
So far, 5 Hollywood Majors use this licencing model for
their Blu-ray Disc releases, however, in February 2009
Paramount started as the first international rights owner to use this marketing model for its complete home
entertainment product range in the APAC region.
Focusing on the APAC region, Sony DADC supports
Paramount’s licensees in Hong Kong, India, Indonesia, Korea, Malaysia, Philippines, Singapore, Taiwan
and Thailand out of its hub in Hong Kong.
“This licensee supply chain model provides fast and effective product delivery and hassle free cash collection
combined with accurate reporting from a legitimate
supply chain provider,” concluded Fritz Deininger. “At
the same time our customers have good international
market penetration with local distributors and enjoy all
the bottom line profitability advantages that brings.”
The Sony DADC team
in Auckland, New Zealand
Licensee operating models
Sony DADC offers two fulfillment models – warehouse shipment and finishing on demand (FOD).
Both provide ultimate flexibility and efficiency for smaller markets.
NEW d
n
Aucklatio
n
distribu
centre
Set-up in
South-East Asia
and Pacifics
Assembly and distribution hubs:
Hong Kong
Mumbai
Shanghai
Sydney
Auckland NEW
DVD manufacturing hubs:
Hong Kong
Mumbai
Shanghai
Sydney
Although widely used among Hollywood Majors, the licensing model brings the same benefits to Independent publishers who want to make their
content available internationally.
BD manufacturing hubs:
Shanghai
Austria (for India)
Sydney
VCD manufacturing hubs:
Hong Kong
Mumbai
International Paramount products with special packaging
sourced from China's Shenzen region
Contact for International Business Development
friedrich.deininger@sonydadc.com | Phone: +43 6246 880 504
the insider
7
New manufacturing and distribution facility in Bollywood
Strategic investment aims to support rapidly growing Indian media industry
On March 9, Sony DADC has proudly opened a major new state-of-the-art manufacturing, digital service and distribution facility in Navi Mumbai, India.
Housing the most advanced optical disc replication, graphics and packaging services on the Indian sub-continent, the facility also boasts a sophisticated digital
service centre, supporting its clients’ online market strategies.
Alongside the manufacturing and digital service
business teams, the new facility provides advanced supply chain services, operating a distribution
network throughout India.
The manufacturing facility is based on internationally accepted cleanroom technology and supports
a range of disc formats including CD and DVD with
Blu-ray Disc finishing resources. Currently, it has
daily production capacities of 120,000 CDs and
60,000 DVDs with corresponding printing, packing
and shipping facilities. Importantly, the facility has
significant scope for expansion, so Sony DADC India will be able to respond to future increases in
demand in the local market.
“India is one of the most dynamic, fast growing economies worldwide and this investment is part of a
strategy supporting growth in the Indian home entertainment market,” commented CK Sunny, MD at
Sony DADC India. “This is a state-of-the-art facility
in every respect and one of its strongest features is
the talented workforce we have been able to recruit.
This resource enables us to provide market leading
replication and supply chain services to local Indian
companies and our strategy sees significant further
investment in the future.”
Digital service centre supports
leading replication facility
“Through Bollywood, India possesses one of the largest and most dynamic movie making centres worldwide. India is fast developing into a global powerhouse economy and we are seeing strong growth
in all our core Indian markets,” commented Sunny.
“This investment sees Sony DADC positioning itself
at the forefront of India’s economic development. It
will be supported by further long-term investment in
the region.”
Whether it is class 3,000 or 10,000 cleanrooms for glass
mastering and replication, ergonomically designed
process flows featuring the latest system automation
technologies or energy efficient and environmentally
friendly manufacturing infrastructures, Sony DADC
India ranks amongst the most advanced production facilities within the company’s global operations.
Among the guests celebrating the opening was
Siddharth Taparia, Director Walt Disney Studios Home
Entertainment (WDSHE) India. "WDSHE works with
Sony DADC around the world," he commented. "To
us, Sony DADC's new Mumbai facility represents the
latest extension of our long relationship."
In addition to this production environment, Sony
DADC India offers a range of digital services, including digital rights management solutions, advanced
graphics and packaging services.
ai
Mumcb
turing
manufa ution
& distrib
centre
At the opening (from left to right):
Wolfgang Fuchs (Sony DADC), Russell Taylor (CFO Sony DADC International),
Shridhar Subramaniam (MD Sony Music India), Chris Reiser (EVP Sony DADC International),
CK Sunny (MD Sony DADC India), Calvin Wadsworth (Consultant Sony DADC),
Dieter Daum (CEO Sony DADC)
Contact for Sony DADC India
wolfgang.fuchs@sonydadc.com | Phone: +43 6246 880 8069
8
the insider
The brand-new site is located in Navi, Mumbai
Expansion into Russia
OOO
DC
Sony DAsia
in Rus
Having benefited from considerable international investment since the fall of communism, today Russia is
one of the most dynamic European markets. Now, in response to growing customer demand, Sony DADC
has established a presence in Moscow, which enables it to provide European content owners and brand
marketers with local manufacturing and packaging services.
A sophisticated product and service portfolio includes CD, DVD and Blu-ray Disc as well as Digital
Rights Management (DRM) solutions for games and
software, Digital Content Services and eBridge for
Direct Marketing.
“At OOO Sony DADC in Russia headed by Alexey
Ugrinovich, we have developed a supply chain ba-
sed on imported Blu-ray Discs from Sony DADC Austria and local CD/DVD manufacturing using certified
partners,” commented Johannes Stegfellner, Vice President Sales at Sony DADC. “This business model enables us to provide a reliable delivery service matching
Sony quality and security standards and providing local customer service at the highest level.”
The team at Sony DADC's Moscow office (from left to right):
Johannes Stegfellner, Nelli Kondratyeva, Petr Petrov, Alexey Ugrinovich
Contact for OOO Sony DADC in Russia
alexey.ugrinovich@sonydadc.com | Phone: +7 985 760 69 46
the insider
9
eBridge revolutionises customer communications at Fiat Group
In the automotive world, few brand names inspire more passionate support than those found within the Fiat Group. Fiat, Ferrari, Maserati, Alfa Romeo and Lancia
are just some of their most prestigious badge names. This automotive group represents more than just Italian motor cars – it represents the culture and heritage of
the country. When the car maker looked to add value to its direct mail campaigns, it applied the same pioneering philosophy and attention to excellence as in its
car design and development. Initially working with the Lancia team, Sony DADC succeeded in bridging the gap between traditional direct mail activity and online
media through the use of the eBridge CD-ROM based system.
The beauty of eBridge is that it enables marketers to
plan highly personalised campaigns, where each disc
distributed targets its recipient in terms of content and
presentation. It enables the marketer to target discrete
audiences with very specific messages and propositions.
At Lancia, this lead to outstanding results in a number
of different campaigns.
However, once inserted in the PC, the disc also enabled
the user to go online and access a special portal where
after registering they found a wealth of extra content
about this fantastic new car. People could enter competitions and win prizes. Most importantly, the disc
enabled the recipient to register for an open day at a
local Lancia dealership.
So pleased are the Fiat Group and partnering agency SATIZ
with the results from this first series of eBridge campaigns,
that they have decided to use the system to help launch all
new models within its Alfa Romeo, Chrysler, Fiat, Ferrari,
Iveco, Maserati and New Holland brands.
The results of the campaign were outstanding with
4,913 online visits to the Lancia portal (representing a
response rate of 14.5%) and 3,190 registering for the
open days (9.4% response).
Lancia Delta lives on
Four consecutive years between 1989 and 1992 saw
Lancia win the World Rally Championship Constructor’s
Title with its revolutionary Delta Integrale car, so news of
the launch of the latest Lancia Delta model – the Lancia
Delta Turbo GPL - is big news to all motoring fans.
In Italy, the car manufacturer devised a direct mail campaign that had eBridge at its heart. In November and
December last year, over 33,000 known Lancia enthusiasts were mailed an eBridge CD. The disc contained an
electronic version of the new Lancia Delta GPL brochure,
which could be read simply by playing the CD-ROM on
a standard PC.
Contact for Digital Marketing Solutions
christian.dankl@sonydadc.com | Phone: +44 20 7307 9773
10
the insider
“These are outstanding response rates and illustrate the
power of online media when integrated alongside the
best traditional direct mail practices,” commented Christian Dankl, Head of Business Development Digital Marketing Solutions at Sony DADC. “eBridge pushes back
the boundaries of marketing communication
and brings the subject to life in ways that are
not possible with conventional print media.”
Eco chic
Whereas eco issues are not a top priority for
enthusiasts who are fascinated by the Delta
Turbo GPL, that is exactly the audience that
Lancia is targeting with the introduction of its
Eco Chic Series of cars.
In a separate direct mail campaign, Lancia sent another
eBridge CD to 30,000 car owners. This eBridge campaign compared the eco credentials of the new Lancia
series and emphasised the eco-incentive in purchasing
one of these vehicles.
Once again, the eBridge CD transported the user to a
specially constructed portal where they could find more
added value information and enter competitions.
“We are very pleased with the results of these campaigns, which have exceeded our expectations,” commented Davide Conto, eBridge Project Manager at
SATIZ. “Next we will use eBridge to help promote the
new Alfa Romeo models and eventually we will incorporate it across all of Fiat Group’s divisions.”
Anywhere, anytime:
Digital Copy evolves into the mobile handheld world
Digital CopyTM is a certification mark of DEG: The Digital Entertainment Group
Today more and more movie fans expect to watch movies anywhere and anytime. But, whilst they want their movies to fit into their increasingly ‘on-the-move’
lifestyles, a standard DVD-Video or Blu-ray Disc does not meet this need.
Reported in previous issues of “the insider”, Digital Copy
with PID is an example of a Sony DADC-developed technology solution that bridges the gap between traditional
packaged media and new generation digital platforms.
Digital Copy with PID enables file transfer to other portable devices with one-click activation thanks to an invisible
license verification.
What’s more, a publisher can use Digital Copy with PID
as an interactive marketing tool. Using an attractive interface developed by Sony DADC, they can collect registration data, build up a community of users through loyalty programs, offer trailers and promotion material of
new upcoming releases and analyse consumption patterns from data supplied automatically by the system’s
eBridge Analytics connection.
German publisher Planet Media uses
Sony DADC's Digital Copy solution for mobile devices
Already consumers have changed their buying habits
due to the economic downturn. More than half of the
consumers surveyed by Reed Business Information in
2009 (55%) said they purchased fewer DVDs than in the
years before, and in the course of 2010, 41% expect
to buy even fewer DVDs.
However, there is an up side to this change of consumer habits. 40% of consumers questioned said the ability to backup DVDs might convince them to buy more
discs and would make their collections more valuable.
Around 90% of consumers surveyed said they want the
ability to save movies they buy on DVD to their computer, the same way they do with music on CDs.
Against this background, Digital Copy with PID (Postscribed ID) – an intelligent form of Digital Rights Management developed by Sony DADC - will become more and
more popular with consumers and will develop what is
currently a “bonus feature” into a “standard function”
for disc releases.
Download Digital Copy to your smartphone
UK-based publisher Revolver Entertainment has been
one of the first exploring Sony DADC's Digital Copy solution. “We’re constantly testing the audience’s desire
for more flexible ways to purchase and enjoy content"
explained Justin Marciano, CEO at Revolver Entertainment. "Having a digital copy you can easily transfer onto
your personal devices means that the film or programme
can be enjoyed more easily on-the-move.”
EiPhW
N
one,
r
fo
ry,
BlackBer ia &
k
o
HTC, N SP*
Sony P
Now, Sony DADC has announced increased functionality in Digital Copy. The ability to transfer the Digital
Copy of a movie or TV programme to portable handheld
devices, such as PSP, iPhone, Blackberry and a range
of other smartphones, empowers consumers to watch
their favourite content whenever, wherever and however they wish.
The movie’s digital file is transferred as an MP4 or WMV
DRM file so that it can be stored and played back on the
widest range of PDAs, smartphones and other portable
devices.
“Since its introduction in 2008, Digital Copy has proved
popular amongst consumers who like its ability to free
them to watch their movie when and how they wish
and its intuitive one-click operation,” remarked Daniela
Herneth, Product Manager Video at Sony DADC. “Likewise publishers are drawn to the new revenue streams
Digital Copy offers and the wealth of data it yields about
their key consumers. Digital Copy is a win-win solution
for today’s home entertainment market and the ability
to include smartphones within consumers’ mobile entertainment network strengthens the proposition further.”
* System requirements: an MP4 (H.264 Codec) capable mobile device with USB mass storage functionality.
Product Manager Video
daniela.herneth@sonydadc.com | Phone: +43 6246 880 81622
the insider
11
Ingenious DRM converts Blu-ray pirates
into paying consumers
Sony DADC offers a complete
content security solution
The appeal of Blu-ray Disc is undeniable – in 2009, European Blu-ray Disc sales grew by 167% (source Digital
Entertainment Group Europe – DEGE). Whilst consumers are attracted by the outstanding video and audio
quality that is offered by Blu-ray, some still try to obtain their favourite movies on this format for free.
Blu-ray DRM completes the Sony DADC suite of
services for content security, which now comprises
of DRM for DVD, BD and online content security.
Inhibiting pirates on all channels, disc-based and
online, is a focal point in the company's strategy
of turning pirates into paying customers.
Blu-ray Disc piracy is a serious issue facing the industry,
both in terms of home-based 1:1 disc copying and Internet ripping. Preliminary figures from a brand-new study
on Blu-ray piracy, conducted by Futuresource Consulting, show that in the last 18 months the number of
people illegitimately copying Blu-rays has more than
doubled.*
On first appearance a copying attempt from the Blu-ray
Disc will appear successful: no errors occur whilst copying and the duplicate disc and/or Internet rip is created.
However, any person wishing to watch the copied movie will be surprised. The publisher is presented with a
number of options that will fundamentally disrupt the
viewing process on the pirated disc.
In developing a Digital Rights Management (DRM) solution for its Blu-ray customers, Sony DADC has taken a
subtle approach, which is aimed at protecting the content and also converting potential small-scale pirates
into paying consumers.
A 1:1 copy of the movie will play for a few minutes
and then the movie will be interrupted and the viewers,
already hooked, will be redirected to a web shop where
they can purchase a legal copy of the movie.
“Yes, piracy is a serious matter, but if you look at the
challenge in another way there is a significant opportunity for publishers to market their products to this large
market,” explained Dominik Engel, Product Manager
Video DRM at Sony DADC. “Stopping casual pirates
from illicitly copying discs and downloading from the
Internet is important, but a more enlightened approach
can persuade them to purchase their favourite movie
and create significant new revenue streams for the publishers.”
Changing the protection paradigm
While traditional disc-based DRM solutions prevent copying immediately and definitely, the latest addition to
Sony DADC’s DRM suite for the video industry takes a
fundamentally different approach.
* Source: Futuresource Consulting, March 2010
Product Manager Video DRM
dominik.engel@sonydadc.com | Phone: +43 6246 880 8572
12
the insider
In the case of an Internet rip, the ripped content can play
for several minutes, and then the pictures and audio will
fall out of sequence making it impossible to enjoy the
content. This can be scheduled to occur anywhere in the
movie, so without watching the entire movie it is hard
to detect that the out of sequence section exists. In this
scenario, it is likely that the corrupted and unwatchable
version of the movie will be uploaded to the Internet.
Other copy interruption options include the insertion
of trailers (for example showcasing other forthcoming
releases) and commercials for other companies. Indeed,
there may be revenue generating opportunities through
selling these advertisement spaces.
One of the most recent customers to use the Sony DADC
content security solutions is the Nordic video publisher
Svensk Filmindustri (SF), which has also used the online
content security services on its tentpole title District 9.
"We were very impressed by the performance of Sony
DADC's content security services on District 9" commented Tore Skarelid, Senior VP Home Entertainment at
Svensk Filmindustri. "Consuming movies without paying
is illegitimate, but we need to discriminate between industrial scale pirates and home-based copiers and downloaders,” he continued. “With the right guidance and
persuasion, most of these people will happily purchase
their favourite movie. Rather then criminalising this
group, together with Sony DADC we try to help them
correct their ways and support the movie publishers.”
Sony DADC delivers your
content to Apple iTunes
Video/Film Express and Svensk Filmindustri (SF)
ready for the future of digital distribution
iTunes has rapidly developed into the world’s leading online video and music store with literally billions of customers worldwide.
Video/Film Express and the Nordics’ Svensk Filmindustri (SF) are the two latest European content publishers to adopt Sony DADC’s Digital Media Manager (DMM) system. DMM is a digital asset management solution that offers an elegant blend of powerful multi-format ingestion and delivery with intuitive control
via a web-based Graphical User Interface.
As one of a few certified Apple iTunes encoding service
providers, Sony DADC is happy to support you in delivering your whole catalogue as well as new releases in the
required iTunes format to the store.
Already working with a broad range of content providers,
Sony DADC can encode feature films, TV series, music
videos and music.
“The rise of iTunes has been phenomenal and is showing no signs of diminishing,” commented Karl Heisler,
Director Business Development Europe at Sony DADC.
“The platform is exact in its requirements and we have
worked hard to become one of very few certified encoding service providers. This facility fits in well alongside
the broad spectrum of digital platforms that we support
and strengthens our one-stop-shop solution for content
publishers.”
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For special combo offers
please contact:
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Based in Houten, Video/Film Express is a leading independent publisher in the cinema, DVD, digital movie and
television markets in the Netherlands. The company has
decided to use Digital Media Manager to deliver its entire
back catalogue as well as all of its new releases to 13 online platforms and broadcasters within the country.
“We like DMM since it takes away all the complexity of
metadata and asset transformation & encoding. It enables easy search and browsing of all our assets and metadata,” commented Rob Stienen from Video/Film Express.
“The digital video market already offers great revenue
streams for content owners. DMM is the basis for participating in this segment. Combined with other digital supply chain services, such as authoring, our customers can significantly save costs and time to market”
explained Karl Heisler, Director Business Development
Europe at Sony DADC. “From content rights, sales information and territory restrictions management, right
through to playlist functions for promotional purposes,
DMM is the comprehensive media manager for today’s
dynamic commercial environment.”
Svensk Filmindustri (SF)
“For us, the main application of DMM is its archive, which combines security and reliability with great
transparency, providing an ideal basis for future digital
distribution,” explained Tore Skarelid, Senior VP Home
Entertainment at Svensk Filmindustri.
For this influential Nordic movie publisher, the main
consideration was asset security and transparency. They
were particularly attracted by the visibility of all their
Blu-ray and DVD masters, including metadata and artwork, within the DMM system.
DIGITAL MEDIA MANAGER
Contact for Digital Content Services
karl.heisler@sonydadc.com | Phone: +43 6246 880 8347
the insider
13
Digital Games Services
YOU are making great games for
the largest platform on earth: the PC.
WE provide you with solutions to
enrich your games and revenue.
Contact for Digital Games Services
david.berka@sonydadc.com | Phone: +43 6246 880 8938
14
the insider
Good movies – good conscience
The world is waking up to the negative implications of climate change. Across Europe, the home entertainment industry is working towards significant reductions in its carbon footprint. In the UK, Julie’s Bicycle is raising awareness amongst the entertainment industry and also consumers.
Now in Germany, Sony DADC has teamed up with Sony
Pictures Home Entertainment to create a Green Collection of environmentally friendly DVD releases. This set
of 10 DVD releases combines a number of measures
from Sony DADC’s Bend-it Green packaging to carbon
offsets, which together create the market’s first certified carbon neutral DVD collection, offered exclusively
through Amazon.
The two Sony companies have worked with renowned
Swiss climate protection organisation, myclimate, in establishing and verifying the carbon neutral status of this
new Green Collection.
Because Sony DADC has accurately calculated its production carbon footprint according to PAS 2050, myclimate
was able to assess the DVD collection’s greenhouse gas
emissions and able to offset this by adopting measures
such as tree planting to ensure that the collection was
carbon neutral.
Bend-it Green
Research has shown that a large proportion of recorded
media’s carbon footprint comes through its packaging.
With this in mind, Sony DADC has developed a packaging solution that achieves dramatic reductions in
carbon footprint without compromising the quality or
appearance of the product.
Bend-it Green can be made from 100% recycled or FSC/
PEFC certified material and uses a variety of environmentally sustainable inks, glues and varnishes.
It is easy to use (bend out disc holder), it contains no
plastic and provides carbon footprint savings of more
than 25% compared to a standard DVD box. It is fullsurface printable, cost efficient and easy to recycle with
no separation of components.
Aside from promoting eco-friendly packaging solutions,
another significant factor in reducing Sony DADC’s
greenhouse gas emissions is that all of its production
sites are ISO 14001 certified – a rigorous eco-management standard that assures the highest levels of sustainable business practice.
“Working with Sony Pictures and myclimate, we have
developed a high quality, low cost, carbon neutral DVD
collection that promises so much for a sustainable future,” commented Maria Bauer, Environmental & Sustainability Officer at Sony DADC. “We are happy to support
any customer who wants to adopt such a model for his
productions to create a greener European home entertainment industry.”
“In developing the Green Collection we have acknowledged that environmental considerations influence
a large and growing community amongst our customers,” remarked Michael Trinkl, Customer Services
Manager at Sony Pictures Home Entertainment. “The
collection includes some of our leading titles, such as
The Da Vinci Code, Erin Brockovich and Life of Brian,
so they will appeal to consumers on several levels apart
from their sustainable credentials.”
Contact for Green Manufacturing
maria.bauer@sonydadc.com | Phone: +43 6246 880 8018
the insider
15
Insider0110
Sony DADC
· Sonystrasse 20 · 5081 Anif/Salzburg · Austria · marketing@sonydadc.com · www.sonydadc.com
Sony DADC Distribution
Network Europe
Sony DADC Sales Network Europe
United Kingdom • Ireland
Benelux
Nordic Territory
Sony DADC United Kingdom
Kent House
14/17 Market Place, 5th floor
London W1W 8AJ
United Kingdom
Toon Bressers
Phone: +31 40 251 25 06
toon.bressers@sonydadc.com
Sony DADC Copenhagen Office
Arne Jacobsens Allé 7
2300 København S.
Denmark
Siegfried Obermayr
Phone: +44 20 7307 9771
siegfried.obermayr@sonydadc.com
Urs Staubli
Phone: +41 71 860 06 20
urs.staubli@sonydadc.com
Robert King
Phone: +44 7919 330 734
robert.king@sonydadc.com
Christian Adam
Phone: +43 6246 880 660
christian.adam@sonydadc.com
Paul Bishop
Phone: +44 2920 69 27 66
paul.bishop@sonydadc.com
Christoph Diekmann
Phone: +49 221 510 70 90
christoph.diekmann@sonydadc.com
Sony DADC Stockholm Office
Gåsgränd 3
11127 Stockholm
Sweden
Gerry Kelly
Phone: +44 7775 81 61 63
gerry.kelly@sonydadc.com
Greece • Cyprus • Macedonia
Bulgaria • Turkey
Erik Lindgren
Phone: +46 8 442 92 06
erik.lindgren@sonydadc.com
John Morrissey
Phone: +44 1420 47 00 45
john.morrissey@sonydadc.com
Roger Twynham
Phone: +44 7768 00 48 55
roger.twynham@sonydadc.com
France
Sony DADC France
140 rue Gallieni
92100 Boulogne Billancourt
France
Phone: +33 164 13 82 60
ulrike.lombard@sonydadc.com
Bertrand Levavasseur
Phone: +33 164 13 82 41
bertrand.levavasseur@sonydadc.com
John Mathews
Phone: +33 231 37 50 50
john.mathews@sonydadc.com
Simon Holpert
Phone: +33 164 13 82 43
simon.holpert@sonydadc.com
Austria • Czech R.
Slovakia • Slovenia · Croatia
Alexander Schwab
Phone: +43 6246 880 570
alexander.schwab@sonydadc.com
Germany • Switzerland
Yannis Saoulis
Phone: +30 6977 227 837
yannis.saoulis@sonydadc.com
Hungary • Romania
Istvan Zakarias
Phone: +36 30 950 50 29
istvan.zakarias@sonydadc.com
Italy
Massimo Boldetti
Phone: +39 02 3658 6005
massimo.boldetti@sonydadc.com
Spain • Portugal
Susanne von Bahr
Phone: +34 91 409 64 86
susanne.von.bahr@sonydadc.com
Stig von Bahr
Phone: +34 91 575 74 03
stig.von.bahr@sonydadc.com
Poland • Latvia • Lithuania
Lukasz Zwolinski
Phone: +48 661 02 0000
lukasz.zwolinski@sonydadc.com
Jesper Schertiger
Phone: +45 7070 27 25
jesper.schertiger@sonydadc.com
Michael Persson
Phone: +45 3694 46 31
michael.persson@sonydadc.com
Per Fernström
Phone: +46 734 043 123
per.fernstrom@ens.se
Kristoffer Ellsäter
Phone: +46 763 250 187
kristoffer.ellsater@sonydadc.com
Leif Ellsäter
Phone: +46 763 060 012
leif.ellsater@sonydadc.com
Russian Federation
OOO Sony DADC
Prospekt 60-letiya Oktyabrya, 9,
bldg 2, office 506
117312, Moscow
Russia
Alexey Ugrinovich
Phone: +7 985 760 69 46
alexey.ugrinovich@sonydadc.com
Other European countries
Miguel Fernandez
miguel.fernandez@sonydadc.com
Phone: +43 6246 880 397
Sony DADC Distribution UK
6 Solar Way
Innova Park off Mollison Ave
Enfield
Middlesex EN3 7XY
United Kingdom
Phone: +44 1992 65 7688
darren.houghton@sonydadc.com
Sony DADC Distribution France
Bâtiment n° 4
Le Parc Prologis Chanteloup
77550 Moissy-Cramayel
France
Phone: +33 1 64 13 82 09
fabrice.cormand@sonydadc.com
Sony DADC Distribution Germany
Waldstraße 37
63128 Dietzenbach
Germany
Phone: +49 6074 498 100
michael.hechler@sonydadc.com
Sony DADC Distribution Italy
Silvano Chiapparoli Logistica Spa
Livraga "Deposito Livraga 2"
Via Cascina Nuova
26814 Livraga (LO)
Italy
Phone: +39 0377 986 450
dina.neto@sonydadc.com
Sony DADC Distribution Spain
Avda. Olímpico Fernandez Ochoa s.n.
Poligono Urtinsa
28925 Madrid
Spain
Phone: +34 91 59 68 487
jesus.valenciano@sonydadc.com
Sony DADC Distribution Nordics
Entertainment Network
Scandinavia AB
Viaredsvägen 24
504 94 Borås
Sweden
Phone: +46 33 20 61 01
stig.ingelstrom@sonydadc.com