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Maximum Impact: Sustainable Solutions in Anti-Piracy Enforcement

Discover the innovative strategies discussed by Len Hynds, Head of Anti-Piracy Enforcement, to combat music piracy through partnerships and holistic intelligence assessment. Uncover the research data, statistical information, and strategic vision for delivering maximum impact against piracy processes. Learn about the bespoke strategy, targeted programmes, and the importance of building partnerships in setting enforcement priorities for a new era of anti-piracy efforts.

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Maximum Impact: Sustainable Solutions in Anti-Piracy Enforcement

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  1. Microsoft Law Enforcement Event“sustainable solutions through partnership and innovation” Len Hynds Head of Anti-Piracy Enforcement 4th. April 2008

  2. Scale and Scope • International dimension • Over 1 billion pirate music albums sold worldwide • Illegal downloads 20:1 • 37% of all CD album sales are pirate product • Valued at 4.5 billion US dollars Research data and statistical information

  3. From A&R to DistributionPromotional Process Album/Single Release Date Album/Single Recorded Distribution to Retail

  4. Music Piracy on-line

  5. Music Piracy on-line

  6. Music Piracy on-line

  7. Music Piracy on-line

  8. Music Piracy on-line

  9. Maximum Impact – Vision for delivery

  10. Maximum Impact – Vision for delivery • Know the competition – it is the key to beating it • Current configuration generates answers to: • Who? • What? • Where? Holistic Intelligence Assessment • Lasting solutions emerge when you start to think more about: • How? • Why?

  11. Maximum Impact – Vision for delivery • Underlying question – “How do pirate entrepreneurs think about ensuring the viability of their business?” Holistic Intelligence Assessment • The answer can be modelled looking at four component process loops: • Demand driven loop • Supply driven loop • Margin driven loop • Trust driven loop

  12. Demand driven loop

  13. Supply driven loop

  14. Margin driven loop

  15. Trust driven loop

  16. Maximum Impact – Vision for delivery • Armed with holistic understanding we can identify and build holistic solutions • Everything we do must be designed to achieve MAXIMUM IMPACT against one or more of the piracy process loops • Four Major Programmes to address: • Demand • Supply • Margin • Trust Holistic Intelligence Assessment Bespoke Strategy

  17. Maximum Impact – Guiding principles

  18. Maximum Impact – Programmes of Activity • Contextualise the • communication strategy • Engineer worldwide days • of action • Reverse the Risk-Reward • equation • Information operations to • reduce trust levels for pirate • producers • Support and develop • members counter-corruption • initiatives • Maximise marketing benefit • of every enforcement success • Multi-faceted targeting • of most damaging pirate • producers • Lifetime attention for prolific • pirate organisations • Bulk data sharing to prevent • & deter supply – introduce • suspicious trans. project Demand Intel. Focus Trust Supply Margin • Coordinated asset • recovery programme • Revenue generation • initiatives • Production/Distribution • cost focused projects

  19. Maximum Impact – Vision for delivery • Breathing innovation into the enforcement effort • Build culture for creativity, where innovation is valued as a business benefit • Factor innovation days into the teams diary – no-one has the monopoly on good ideas • Structure “think tank” approach sourcing alternative views from different disciplines • Nurture mindset and develop systems to address piracy “enablers” as well as the pirates • Take away the motivation for the pirates Holistic Intelligence Assessment Bespoke Strategy Business plan for a new era

  20. Maximum Impact – Vision for delivery • Relationships are pivotal to ultimate success • IFPI with RIAA and NG’s • IFPI with MPA and other industry bodies • IFPI with complimentary industries (e.g.: technology) • IFPI with International/National Law Enforcement • IFPI with wider public sector (data sharing and agenda setting) • IFPI with Governments • IFPI with academia • Provide leadership in partnerships identifying maximum synergy Holistic Intelligence Assessment Bespoke Strategy Business plan for a new era

  21. Setting the Enforcement Priorities

  22. Maximum Impact – In conclusion • A measured response in tune with the problems of today – and tomorrow • It must deliver sustainable success through innovation • Not just an enforcement strategy – it’s a hostile take over of music pirates

  23. Thank youAny Questions ? Len Hynds Head of Anti-Piracy Enforcement 4th. April 2008

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