Neuros Pushes “Unlocked” DRM-Free Media BrandingDec 19th, 2007 | By James Lewin | Category: General, iPods & Portable Media Players
Portable media player manufactuer Neuros Technology has created the Unlocked Media brand to create a consumer friendly trademark out of the abstract idea of ‚ÄúDRM Free‚Äù media.
The concept behind the Unlocked Media trademark is that it be made available for free to any entity that uses media using open standard technology which is available to all on a non-discriminatory basis. Ultimately, Neuros is looking for an independent third party to administer and manage this mark.
‚ÄúThe Unlocked Media definition was chosen very deliberately to stand for a consumer benefit. The point of this mark is not to make a political statement, but to promote the fact that unlike DRM’d media, Unlocked Media can be played and stored virtually anywhere‚Äù said Neuros Outside Counsel Andrew Gray. ‚ÄúAs an example, although controversial, we included patented technologies in the definition because the mark is intended to mean compatibility with existing devices like the iPhone.‚Äù
Neuros hopes to start a grass roots effort to promote the Unlocked Media brand that can unite organizations that create devices that create unlocked media and stores that sell it.
‚ÄúBig Media is waging a strong campaign to convince our legislators to pare down our digital rights and outlaw many technologies to create Unlocked Media.‚Äù Said Neuros CEO Joe Born ‚ÄúWe need a shorthand to rally citizens and fight back.‚Äù
While the idea behind Unlocked Media is great, the logo is not very memorable and we’re skeptical that Neuros is influential enough to rally other companies behind their brand.