MILAN, Italy - The battle over whether digital content should be restricted on new computers has crossed over to cell phones. In February 2008, Microsoft will introduce PlayReady, a program created to restrict illegal copying of digital content; the program will be pre-installed on Nokia S60 and Series 40 phones.
Chadd Knowlton, general manager of Microsoft's consumer media technology division, said additional agreements probably would follow this first-of-its-kind accord for digital rights management (DRM). DRM prevents illegal copying of digital content such as music, videos or photos. Microsoft and Nokia are now joining forces to offer Microsoft's PlayReady DRM technology, created to assist content owners like service providers and music companies deliver digital content while restricting access.
PlayReady will allow users to buy or rent content and transfer it between devices that are equipped with the program and are set up as part of the same domain or group.
Some have speculated that PlayReady is arriving too late for consumers who already are dissatisfied with the restrictions of DRM. "Once consumers have negative experiences, it takes them a few years to come back and say, ‘Let's try this again,'" said Nick Lane, a principal analyst at Informa Telecoms & Media in London, England.
Sebastian Nystrom, Nokia's director of technology strategy, said he disagrees with speculation that consumers would disagree with having DRM technology on their cell phones. "There will be paid-for and free content, both protected and unprotected," he said.
