I was intrigued by this article from Ars.Technica about Apple’s potential plans to introduce “cloud” storage to the iTunes ecosystem.
As the article suggests, Apple may either allow iTunes customers to store backups of their purchased music, movies and TV shows so that they can recover them should their computers and own backups fail (after all, while the cost of storage is coming down all the time, there are few households with decent fault tolerant SANs), or to stream the content direct to the desktop, iPhone, iPad or iPod Touch. I’d go for the former – one can recover purchased Apps from the iTunes Store but not music, films or TV shows. This necessitates that one has a bloody good backup plan in case of failure. I myself backup to blank Blu-Ray media, external hard drives, and online backup services such as SquirrelSave (UK) and Backblaze (US).
However, the article suggests that as far back as 2008 (it may be nearly two years ago, but that’s an age in the digital era), the major film studios (NBC Universal, Warner Bros., Sony, Paramount and Fox) got together to flesh out something called the Digital Entertainment Content Ecosystem (or DECE for short). This is a system that intends to implement some form of universal DRM that would allow any device to play digital content such as video or audio. Thus iPhones, Android devices, Chrome OS netbooks, etc. could all play the same content across all these platforms, yet the content provider keep a tight leash over when the content is played – and by whom. The studios would be free to negotiate their own price points, terms of access, etc – something that they’re currently restricted by when using a third-party CDN such as iTunes.
I’m not certain DECE will be a success. It would require a complete industry acceptance of the system. Look what happened with HD DVD and Blu-Ray: studios such as Warner Bros., Paramount, and NBC Universal all initially supported and backed HD DVD over Blu-Ray. Fox was one of the few studios not to. Arguments over the technical details soon started to cause drifts and eventually the format lost out to Blu-Ray. The same could go the same way of DECE unless EVERYBODY agrees on how it is to work.
In short: Hollywood is unable to get together to agree on anything. It’s history of petty squabbles, fierce competition and greed has resulted in a horrible experiences for the consumer who ends up paying the price because nobody seems to be able to agree to anything. Will DECE produce something viable? Might do, but given the dominance of Apple and iTunes – it may be too little, too late.