UltraViolet is the newest brainchild of a large consortium of tech companies. UltraViolet tries to make it easier to see movies you have purchased on a wide variety of hardware devices. A Disney-backed competitor is already on the horizon, despite the large list of supporters for UltraViolet.
UltraViolet makes use of cloud computing
The UltraViolet consortium combines a huge number of media companies. An account at UltraViolet’s website, uvvu.com, will track all media purchases. Customers will then be able to use this “digital token” that will allow them to play the film on a wide variety of devices and services. In other words, buy a movie on Comcast, then play it on Netflix. A digital download might be picked up as a DVD at Best Buy. The goal of the UltraViolet account is cross-compatibility between systems.
Challenges facing UltraViolet
There is already a format war shaping up with UltraViolet as one of the major players. Disney is developing their own digital rights management system codenamed KeyChest. Pixar Studios and Marvel Entertainment movies are both owned by the Walt Disney Company. The Walt Disney Business has Steve Jobs as a board member. The UltraViolet system may not be usable on any Apple device, because Apple did not sign onto the UltraViolet system.
Which digital management system will win?
There can be a few years where both formats will exist, if we are to use indications of previous format wars. In all likelihood, whichever format the pornography industry chooses will end up winning. However, the music industry has long tried to create similar digital rights management systems, most of which have failed rather spectacularly because of lack of corporate support and customer backlash. The way to win for either Ultraviolet or KeyChest could be a compelling library, huge amounts of corporate support and the ease of use that so many customers have come to expect.
