It’s intriguing to note that the vast majority of press releases put out by the Digital Entertainment Content Ecosystem (DECE) do not explicitly state that the technology driving Hollywood’s new device-agnostic digital content system called UltraViolet is at its core cloud-based.
Yet this is precisely what is, offering consumers universal ubiquitous access to any purchased digital content irrespective of device, location or the vendor they initially made the multimedia purchase from.
Just as Virtual Internet prepares to enter the U.S. marketplace with a new range of cloud computing packages, The DECE is finalizing details for releasing its system in the UK and Canada.
If you are have not yet heard about UltraViolet, the technology behind the DECE, you will! It is basically a response to the flagging sales of DVDs from outlets such as Blockbuster and the rise of cloud-players such as Netflix, which have transformed the American movie rental market.
Oh yes, did we forget to mention Apple? The UltraViolet initiative is a multi-faceted battle plan to also challenge Apple’s hegemony in the digital media distribution market along with other tertiary goals such as combating piracy.
In fact, while Warner Bros, Sony, Comcast Dell, Microsoft and Disney have joined the group, Apple is having no part of it.
The UltraViolet technology is built on the idea of allowing a household account of up to 6 members the ability manage their digital content in a variety of formats, without having to rely on one device or access method, anywhere in the world.
An online shared control panel will allow household users to check in and check out digital content in any shape, manner or form over the lifetime of their ID associated with the account.
No device will be exempt from consuming UltraViolet content including computers, tablets, game consoles, set top boxes, blu-ray players, Internet TV’s, Smartphone’s and other mobile devices.
The DECE also plans to build their own devices with come pre-installed with extra UV functionality. Streaming services will also be available as part of the general toolset.
Even if your content is stored with a third-party through which you purchased the content, the UV model allows you to transfer your digital media to another provider seamlessly. There is thus no lock-down and provides absolute freedom to the purchaser of the digital content.
Apple is not the only foe that DECE is up against. Recently Amazon released its Cloud Drive, which enables users to upload songs, films and other media to the Amazon EC2 servers. But, perhaps this could be a blessing in disguise.
“Already, decision makers at some of the film companies have concluded that Amazon’s Drive poses few threats and could be a boon by helping to ignite consumer interest in the cloud,” said CNET.
The stakes are high as reflected in a New York Times article which states “every single company knows that time is not their friend right now. To truly spark the digital media revolution, the industry must embed its technology so deeply into digital services and devices that customers will not even notice it — so that getting access to their digital content is as easy as bringing a DVD to a friend’s house.”
By the way, ask about Virtual Internet’s global content delivery network powered by Level 3 – the world’s leading content delivery platform offering your customers lightning-fast access to everything you have to offer including heavy video, multimedia, audio or other high-bandwidth files.
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