For Consumer Product Strategy Professionals

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	December 12, 2009 How To Sell Digital Movies Why Digital Rights Lockers Can Work And Who To Sell Them To by James L. McQuivey, Ph.D. with Mark Mulligan, Laura Wiramihardja

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Executive Summary

Digital rights lockers — the ability for consumers to pay once for a movie and have access to that movie on any platform of their choosing, whether mobile, PC, or on the TV screen — are just about to land in US consumers’ laps from at least three different providers. These solutions can succeed if executed correctly: Our survey data points to 12% of US online consumers who are prime targets for this kind of solution because they’re watching more video on more platforms than anyone out there — and they pay for online video today. But this “buy once/play anywhere” solution has to be more convenient than the alternatives that consumers have or this effort to keep people buying movies will fade out with the DVD.

This is an excerpt

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