1. ME & A Michael Edwards & Associates 1 The Kendra Initiative Mike Edwards CEO Michael Edwards & Associates

2. ME & A Michael Edwards & Associates2 What we do Intellectual Property Management & Protection Consultancy Intellectual Property Management & Protection Consultancy New Media Business Development Consultancy New Media Business Development Consultancy Advise private companies, government departments and European Commission on IP issues Advise private companies, government departments and European Commission on IP issues Primary emphasis on digital content delivery, and facilitating technologies Primary emphasis on digital content delivery, and facilitating technologies Licence negotiation – helping to untangle the web of licenses needed Licence negotiation – helping to untangle the web of licenses needed Strategic and commercial advice Strategic and commercial advice

3. ME & A Michael Edwards & Associates3 Mike Edwards IFPI anti-piracy IFPI anti-piracy CBS Records /Sony Music CBS Records /Sony Music Sony Music Publishing Sony Music Publishing Flame Tree Music Group/Timbuktu Records Flame Tree Music Group/Timbuktu Records IFPI – Head of Operations IFPI – Head of Operations –Anti-piracy –Technology –Licensing CST Ltd – CEO CST Ltd – CEO Michael Edwards & Associates Michael Edwards & Associates

4. ME & A Michael Edwards & Associates4 Relevant Activities

5. ME & A Michael Edwards & Associates5 Problems: content discovery, description, visibility, and search Consumers Consumers –Known music Title, artist, tune, genre Title, artist, tune, genre –Introductions to new music Similar to… Similar to… –Trying to explore the infinite universe of new music Creators Creators –How to make your music findable –How to ensure that you (and not a total stranger) are able to monetise use of your music –The Old Model v Web 2.0 B2B B2B –Producers of Cross Media content –Advertisers –Film and TV

6. ME & A Michael Edwards & Associates6 Solution Standards? Standards? Search for Standards in digital music has not been a happy one Search for Standards in digital music has not been a happy one SDMI SDMI Interaction and communication with other groups: Interaction and communication with other groups: –E.g. AXMEDIS MUSE MUSE –Standardisation of interfaces within Digital Media Management Systems to facilitate the electronic delivery of sound recordings, text and artwork. –Survey of Embedded Signalling Systems with a view to selecting one system to develop as world-wide standard. –Survey of Encryption Technology applicable to Digital Media Files, with a view to possibly selecting one system to develop as a standard. –The year? –1996

7. ME & A Michael Edwards & Associates 7 Thank You Mike Edwards Michael Edwards & Associates Tel: +44 20 8255 9829 Email: info@michaeledwards.biz