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The Connection Between Content Security & Marketing and Branding?. Robin Wilson wilson@nagra.com. Agenda. How flexible security drives ARPU Up and SAC Down The Significance of the word “ Broadcast ” for Mobile TV Security concerns and stealing your brand and device

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The connection between content security marketing and branding l.jpg

The Connection Between Content Security & Marketing and Branding?

Robin Wilson

wilson@nagra.com

Company Confidential

© 2007 Nagravision – A Kudelski Group Company


Agenda l.jpg
Agenda Branding?

  • How flexible security drives ARPU Up and SAC Down

  • The Significance of the word “Broadcast” for Mobile TV

  • Security concerns and stealing your brand and device

  • Security is not Crypto Geek Talk

Company Confidential

© 2007 Nagravision – A Kudelski Group Company


Can security drive arpu l.jpg
Can Security Drive ARPU? Branding?

  • Pay TV Ops have 10+ years optimizing marketing

    • Tools include perpetual “teasers” and indefinite “carrot on the stick”

  • Instant gratification

    • Powerful marketing

  • Please wait for authorization…

    • = Lost subscribers

  • Security Consequences

    • Secret keys to unlock content in all devices

    • Dangerous and potentially fatal security flaw?

CompanyConfidential

© 2007 Nagravision – A Kudelski Group Company


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Multicast vs. Broadcast Branding?

  • Multicast

    • Infinitely scalable channel count (or content library)

    • Highly constrained user count (great for trials!)

      • Video overloads infrastructure after few users (or after zero users at a Blackberry Convention)

    • High cost per bit/per user

    • Requires two way networks (3G, UMTS etc)

  • Broadcast (DVB-H, MediaFLO..)

    • Infinitely scalable subscriber count

    • Constrained channel count

    • Low cost per bit/per user

    • Only one way network required…

    • Security issues…

Company Confidential

© 2007 Nagravision – A Kudelski Group Company


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Broadcast – Scalable and Anonymous Branding?

  • Good News:

    • Cost per bit delivered can be infinitesimally small

  • Bad News:

    • Signal goes to 100 millions of potential viewers

    • Utterly untraceable – not even an antenna!

    • No amount of clever server based security will ever help

    • Needs good security

  • Good News

    • Hackers are smart business men

    • They wont waste their time on MobileTV until it has a high “street value”

Company Confidential

© 2007 Nagravision – A Kudelski Group Company


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Security is a Process not a Technology Branding?

Company Confidential

© 2007 Nagravision – A Kudelski Group Company


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How Geeks See Security Branding?

“Unbreakable” 128 Bit Key


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How Geeks See Security Branding?

“Unbreakable” 192 Bit Key


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How Geeks See Security Branding?

“Unbreakable” 256 Bit Key



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Conclusions Branding?

  • Pay TV needs security

  • Broadcast Pay TV needs better security

  • Anonymously received Broadcast Pay TV needs the best security

  • Good marketing combined with flexible security can drive ARPU and lower SAC

    So you need Flexibility & World Class Security

© 2006 Kudelski SA


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Questions? Branding?

© 2006 Kudelski SA


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