How VRM can help CRM get past DRM
DRM is a solution to a problem that only appears on the supply side of the market for easily copied entertainment goods. In the absence of a real relationship with customers, the entertainment industry characterize the problem of file copying as "piracy", treats every customer as a pirate, and solves the problem by crippling the goods they sell and limiting each customer's freedom of use.
Thus DRM excludes even the possibility of a relationship with the customer, beyond that of jailer to prisoner -- because DRM's "solution" is to sell damaged goods to chained customers inside jails the supplier maintains.
The jailer-to-prisoner relationship isn't a stretch for CRM, which too often has a customer containment objective in any case -- though usually with softer walls and longer chains: memberships, discounts, incompatibilities with competitors and so on. So the CRM mentality doesn't have a hard time rationalizing DRM, because it's just a harsher form of the same old thing.
VRM can obviate DRM by offering means to genuine relationships between suppliers and customers.
For example, let's take an Apple iTumnes customer named Joe.
Right now the "relationship" between Joe and Apple is one by which Apple cripples the goods it sells to Joe, and then cripples Joe's freedoms to do what he wants with those goods. In the former case, the tunes Joe buys are not plain old MP3 or AAC files, but AAC files with extra junk that limits their ability to be copied or used by a computer other than Joe's, or the iPod that copies from Joe's iTunes library. If Joe wants to create an MP3 CD to play in the car he's renting, or if he wants to put his iTunes collection on an external storage device to play through his home audio system, suddenly the iTunes he bought won't copy or play. Those activities are beyond the reach of Joe's DRM chain. He's being "managed".
But what if Joe had a way of authorizing his own devices -- even temporarily, as would be the case with the rental car? What if Joe had his own record of relationships and agreements that would be a cross-vendor and cross-organizational version of his Apple "keychain", enabled to do much more than merely unlocking things? What if Joe had his own VRM system that could engage Apple or any company in ways that are good for those companies, and beyond just controlling what Joe can do (with music or anything else)? How about if Joe produced and maintained an accessible (with permission) record of every recording he owns -- including old vinyl albums and singles? How about if Joe had a mechanism, under his own control, that allowed him to buy any tune (or podcast, or TV show) he encountered, from any vendor he liked -- on the spot, with no sales friction? How about equipping all customers with buying mechanisms that are under their control, and built to make purchasing goods (or rights for use) as quick and easy as possible? (We have to do better than PayPal, because the friction is still way too high and it doesn't work in the larger off-web world of cell phones, which are ideal VRM instuments.)
Obviously, there are lots of possibilities here, and that's the point. We need a customer-side angle on solving the problem of providing value on the one hand and limiting abuse on the other. Leaving all this up to the supply side has given us high-friction value-limiting systems that are all a bunch of silos, each of which takes enormous effort (mostly duplicated by each silo) to maintain. Having tools of engagement and independence on the demand side will make markets far more efficient, and likely to grow much faster, for everybody involved.
Another way of looking at it: We need social systems that are supported technically. For example, it might be easy to steal produce from a grocery store or to tale money from tip jar at a coffee shop; but most customers don't do that. Why? Yes, it's illegal, but so is "stealing" music by copying it without authorization. The other reason people don't steal in physical places is that the market itself has clear structures some physical, some social that are supported by technology. When we're in a grocery store or a coffee shop, we are playing a role as a customer that comprises a kind of relationship with the vendor. The physical and technical structure of a store shapes what we do there and how we do it, together. We are still lacking that structure in cyberspace in the market's commons as well as in stores.
We need to create technologies that support practices, which in turn support social conventions, which in turn support markets that grow around everybody's participation. VRM is a means toward all those ends. By starting with the customer, it doesn't turn the old power pyramids upside down, or bottom-up. It turns the role of the customer inside out. It gives customers power to engage. Power to provide values other than cash.
In respect to VRM and DRM, we need Vendor Relationship Management to also include Vendor Rights Management. In any relationship there are clearly perceived rights that each party extends to another: things that are okay and not-okay. This is where our friends in the legal communities might like to step forward and offer some constructive help as well.
By the way, we are having a VRM Meeting for developers on January 25 in Redwood City, the day before the Mobile Identity Workshop in San Francisco (still need to get the wiki for that set up... stay tuned). Sign up here.


London
When they gonna stop blow everything?
London
When they gonna stop blow everything?
London
Police have carried out a controlled explosion on a vehicle at the hospital treating a suspect in the attack on Scotland's busiest airport. Officers also made a fifth arrest in the airport attack and a foiled car bomb plot in London.
Maximo Park
Our Earthly Pleasures mp3 music download site - The Unshockable, The Unshockable, Russian Literature...
WTF
These comments are like rubbish
Sometimes
Sometimes I can't understand...
I've got it
I've got it!
Bullshit
Sorry but you are discussing bullshit
But other said
But other said that the judgement induces common sense, tertium non datur
As one clever
As one clever person said the judgement transforms tragical hedonism.
Interesting
Interesting opinion. But IMHO it's just an opinion.
My experience
I have great experience in that. So I can understand...
No
Sorry. I'm not agree with you.
Transfer of ownership
I think my biggest problem with anybody's DRM is the concept of ownership.
In the material world: I *own* a product as soon as my purchase is complete. How I use it is entirely my decision, and the manufacturer does not have any involvement with my product unless I choose to involve them. This works because the roles of producer and consumer are clear.
But in the virtual world (software, music, etc...), the roles are blurred. Consumers can become producers once they possess a product. Human nature is at odds with the desires of the producers.
The only reason this is a problem is because the profit motive is involved. Assuming that music were free (free as in beer), how else would a record company make money? Advertising. Subscriptions. Fulfillment. Fan clubs. Private events. Merchandise. You name it. But the real answer is: by building relationships instead of fences.
By the way: If DRM becomes a long-term reality, I'm going to expect that all my old LP's, VCR tapes, and software become liquid licenses that I can exchange freely on the open market. "Hey, I'll trade you my Bambi for your Rambo II".
Alpha
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Longer
Nothing going on worth mentioning. I've just been letting everything happen without me these days. Today was a total loss. Not much on my mind recently.
VRM and health
England calling. I've been to iPod/iTunes hell (2 daughters, 2 iPods, 2 iTunes accounts on a 1 Mac. Local Mac centre couldn't make sense of what they saw. iPods replaced. Mac logic board replaced. iPods still refuse to download music bought from iTunes but wlll cheerfully accept semi-legal downloads)
But my point is that the ideas on VRM might help fix some of the problems in the area of security of electronic health records.
Ben Toth
Good
More or less nothing seems worth thinking about. I guess it doesn't bother me. I just don't have much to say right now. My life's been completely bland lately.
DRM
The trouble with DRM is that the companies that inflict it, mostly Western Corp. think that by limiting the customers fair use of a product is the way to go. They forget that most countries do not enforce copyright protection until they are a producer of that type of product. Also for copyright to be enforced in any country that country will be required to sign on to some agreement. What is illegal in the USA ,is not illegal in some European countries, or other countries throughout the world.
Alpha
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Good
Not much on my mind recently. I've pretty much been doing nothing. I can't be bothered with anything recently.
VRM and DReaM
A key premise of the Sun Microsystems' lab DReaM project (http://openmediacommons.org/) is that content should be licensed to a person independent of a particular device. Properly implemented, that device-independent, identity-centric concept should meet expectations of both consumer and vendor.
Voland
I've just been staying at home not getting anything done. Pfft. Eh. I feel like a fog. I've pretty much been doing nothing.
Alpha
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West
Regarding the open-source "rules", have you considered releasing the models under a Creative Commons license?
Alpha
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Users are more picky...
Maybe some of the technical aspects of iTunes DRM are misrepresented in this article, but it's a good, informative read as per usual from Doc.
My problem with the general thesis of DRM and it being so anti-user is that, in reality, people do choose iTunes knowing the limitations. I knew before buying the recent Bob Dylan album that yes, if I bought it on CD from a shop, I'd have more control over the media, as well as a little better quality. But, because I didn't fancy a trip out to the city centre to battle through the music shops, I settled on iTunes. In effect, I accepted a degraded experience for convenience. I guess it's all about balance: the ridiculous limitations placed on Zune file sharing makes it unattractive. A 5 computer limit on iTunes, for most people who aren't raging geeks like us (and even then, I have only 4 machines active), is acceptable.
We, as consumers, choose various levels of service based on our needs. Sure, it would be best to hear The Beatles played live during the recording sessions. It'll be great to hear it in Dolby 5.1 like with the latest Love album. But I settle with Stereo as I don't possess a time machine nor a fancy 5.1 setup :-) Headphones do just fine, as does a 5 computer limit on DRM!
Alpha
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Teen
I've just been staying at home not getting anything done. Pfft. Eh. I feel like a fog. I've pretty much been doing nothing.
It's fine if you just want to be a consumer
First, how are the technical aspects of iTunes DRM misrepresented? I'll correct them if they are. As for the 5 computer limit on iTunes, I wasn't aware of it until you pointed it out. My own experience with buying music on iTunes is that A) I can't burn it onto mp3 CDs (yes, you can burn them on regular CDs, but those hold much less music), B) when I change machines, or put my music on other machines, I have to go through an annoying "de-authorizing" something-or-other. As a result I stopped buying music from iTunes after about the first 20 songs. Obviously, most iTunes customers have no trouble with this. I do, and that's why I'm no longer an iTunes customer. Meanwhile, I'd love to be able to pay for music in some other way, in a system that works better than Apple's silo: for myself, for the artists and for the record companies. VRM should help us make that happen. If we leave it up to the Apples and Microsofts of the world, it never will.
Second, as for the compromises we make, sure. But why should we have to make them? The reason is because the iTunes customer's entire "relationship" is managed by Apple, not by the customer. Yes, the customer has choices, but many of those are contained inside Apple's silo, and between Apple's silo and Microsoft's silo and Napster's silo and Real's silo. Your-choice-of-silo is a pretty lousy "free market".
Third, the idea behind VRM is simply fixing the lopsided non-free markets we've been forced to live in. VRM gives the customer more choice by equipping the customer with tools both of independence and engagement. An independent customer that can be related to may produce more income, along with more helpful information, than a trapped customer.
Fourth, it's cool if you consider yourself a consumer and are happy to live within the limits provided by the greater Vendorsphere. I consider myself — and everybody who buys anything — a customer. And in a networked economy customers should be able to do more than just consume.
Alpha
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Longer
I can't be bothered with anything recently. I haven't been up to much these days, but I don't care. I just don't have anything to say right now. I've just been staying at home not getting anything done, but such is life. Today was a total loss.
Doc, agreed that it would be
Doc, agreed that it would be interesting to see more creative applications of DRM, but odd that you would use Apple's DRM to pick on in yr example, since Apple's DRM for music does allow you to do exactly what you say you can't do.
> limits their ability to be copied or used by a computer other than Joe's
> create an MP3 CD to play in the car he's renting
Apple lets me burn songs onto CDs and play them on other computers and CD players. The ripped CDs have _no_ DRM. None.
Also Apple-purchased tracks can be played on up to five authorized computers.
> put his iTunes collection on an external storage device to play through his home audio system
If you transfer the music to the external storage device via burnt CDs, you can do this with no problem.
If you find that method too cumbersome, you can also stream yr DRM-protected music from any of the 5 authorized computers to the home stereo system via airport express.
If those are both undesirable, simply buy yr music on CDs at a bricks and mortar store and copy them from the CDs. For me, the ability to select one or two tracks for a buck instead of having to buy the entire CD is such a huge benefit that i am willing to live with some level of encumbrance. And honestly, i have yet to run into anything that i've wanted to do with itunes w/regard to sharing that i have not been able to do.
Boss
My life's been basically bland , but shrug. I've just been letting everything pass me by recently. I've more or less been doing nothing.
Alpha
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Burning songs onto CDs, etc.
When I try to copy bought iTunes to another computer, I have to go through some kind of "de-authorizing" deal. It's a PITA.
I'd like to play my purchased iTunes from a storage device attached to my Sonos home audio system, which works much better (with wi-fi that has much greater range) than Airport Express. And why the hell should I have to use Apple's wi-fi in order to play music around my house anyway? That's more DRM that I'd rather not screw with. (And I have screwed with the Airport Express system. It's flaky beyond endurance, with very limited range.)
When I try to burn an MP3 CD in iTunes, the songs I've bought are the ones that won't copy overIf I burn a regular CD, no problem. But usually that's not what I want to do. If I'm going on a long drive and want to burn 150 songs onto a CD, an MP3 CD is the way to go. iTunes burns those just fine if I don't include purchased songs.
Alpha
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Stels
I've more or less been doing nothing to speak of. I've just been hanging out waiting for something to happen, but it's not important. Whatever
> When I try to copy bought
> When I try to copy bought iTunes to another computer, I have to go through some kind of "de-authorizing" deal. It's a PITA.
Have you upgraded to iTunes 7? W/ITunes 7, you can use your iPod to transfer a copy of your music from one machine to another, without the deauthorization process or having to use 3rd party shareware, as long as the target computer is one of the up to 5 computers you've authorized w/iTunes. This assumes of course that you have an iPod, which might be a whole nuther kettle of fish, but I mention it here in case you weren't aware of this change w/latest itunes.
Ben
Named
Nothing seems important. I've just been sitting around waiting for something to happen. What can I say? It's not important. I guess it doesn't bother me. My life's been basically dull.
Alpha
Hi, nice site! HTML http://www.justurl.com/it-is-to-page-which-very-long.html
Named
More or less not much going on worth mentioning. Pretty much nothing seems worth doing. I've just been staying at home not getting anything done. So it goes. I've just been letting everything wash over me lately, but I guess it doesn't bother me. My mind is like a complete blank.
You Know what they say about opinions
It amazes me how many people on the internet write about subjects they know absolutely nothing about. Anonymous is absolutely correct. Hey Doc, how about taking a look at Microsoft,s DRM? Especially before iTunes. Now reply in the usual, call the posters that correct your errors zealots & cult members.
http://homepage.mac.com/dave_rogers/GHD12-06.html#note_3109
Pett
Washington - The federal official with the power to mobilize a massive federal response to Hurricane Katrina was Homeland Security Secretary Michael Chertoff, not the former FEMA chief who was relieved of his duties and resigned earlier this week, federal documents reviewed by Knight Ridder show.
Alpha
Hi, nice site! HTML http://www.justurl.com/it-is-to-page-which-very-long.html
Teen
Nothing seems important. I've just been sitting around waiting for something to happen. What can I say? It's not important. I guess it doesn't bother me. My life's been basically dull.
Name calling
I just made two replies to responses correcting my post. I didn't call anybody a zealot or a cult member.
And what are you calling me in that title, Dave?
I've also looked at Microsoft DRM. What's to like about it?
This was a VRM post. All my points pointed toward getting beyond DRM. Also beyond the marketing machinery you've had so much to say about on your own blog over the years.
I clearly made a mistake choosing the iTunes example. Live and learn.
I am not anonymous
In general, I don't make anonymous comments. In any case, I didn't make this one.
But I would offer that you seem to be something of an ideologue on the subject of DRM and "open source" this or that. That is to say, you have a very narrow point of view with respect to anything that isn't consistent with your preferred ideological framework. Hence the sloppiness in characterizing iTunes' DRM scheme. It's all for a "good cause" so it's okay, right? It's not important to get it right, it's just important to make it look bad compared to your idealized solution.
Dave Rogers
Alpha
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Muhammad!Lin condemning
Muhammad!Lin condemning Hobday triggers Wilhelm