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By Garson O'Toole

Bill McCoy, the General Manager of ePublishing at Adobe, wrote an influential blog posting that catapulted the term “social DRM” into wide use. He said

“For eBooks, I really like the ‘social DRM’ approach of The Pragmatic Programmers, who ‘stamp’ PDF eBooks with a ‘For the Exclusive Use of …’ and the name of the purchaser.”

Traditional Digital Rights Management (DRM) requires implementing technological obstacles that prevent the purchaser of a digital object from copying, displaying, and accessing the object except in limited ways. These obstacles can cause endless aggravation to the consumer. For example a Kindle format e-book cannot be read on an iPhone or iPod touch even though the hardware sales of the latter Apple devices dwarf the sales of the Amazon device. (Update: Kindle e-books are now readable on the iPhone and iPod Touch but are still unreadable on PCs and Macs.)

I do not know if McCoy invented the term “social DRM”, but his blog post certainly helped to popularize the term. The article facilitated an important dialogue about e-book security, and this post is not meant to be discourteous. However at this stage of the conversation I suggest that the term “social DRM” should be replaced by “digital watermark” or simply “watermark”.

Physical watermarks are well known for paper stationery and the idea has been expanded to apply to digital pictures, music, video and now e-books. For additional background there is a useful Wikipedia entry on the term digital watermarking. Here are some reasons for the switch:

  • The term “social DRM” is confusing because it does not really refer to an “access control” technology. Instead it refers to a technology for “tracking” and “display”.
  • The term “social DRM” verges on the oxymoronic since “social” is nearly the opposite of “DRM” in the context of e-book “security”.
  • Agitating against DRM while simultaneously being open to “social DRM” is terminologically confusing.
  • The existing term “digital watermark” or “watermark” can typically be substituted for “social DRM” and the meaning can be preserved.
  • There is a rich preexisting vocabulary for watermark description and classification such as “perceptible” and “imperceptible”; “fragile”, “semi-fragile”, and “robust”.

I was originally planning to provide a cluster of suggestions to replace or supplement the term “social DRM” such as: customize, tailor, imprint, stamp, inscribe, personalize, endorse, bookplate, dedication page, insert page, fingerprint, hash, and signature. But the easiest approach appears to be adopting the expression watermark.

Here is an example of how to use the term “watermark”: I wish Amazon would use a standard open format without DRM for its Kindle e-books. If Amazon deems some security measure necessary then why not try watermarks. With watermarks and an open convertible format I could still read my Kindle format e-book on my cell phone, computer, or dedicated e-book hardware (with conversion if needed). The catalog of e-books for the Kindle is extensive with Amazon claiming “more than 190,000 books available, including more than 109 of 112 current New York Times Best Sellers.” Please do not lock up this catalog by coercively tethering e-books to the Kindle hardware using DRM.

The landscape image above is a fragment of a picture in the Flickr photostream of Shiny Things. I have superimposed a watermark image of the word watermark. Some rights reserved.

 
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