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For Immediate Release:
Study of New Activation Technology for DVDs, Blu-ray Discs, and Video Games Projects Up to $6 Billion in Increased Sales
Study Shows Retailers, Studios, and Game Publishers Will All Benefit from the Technology
ENCINO, CA (June 22, 2009) … The Entertainment Merchants Association (EMA) today announced the results of a study by Capgemini analyzing the advantages of adopting "benefit denial" technology that would disable DVDs, Blu-ray Discs, and video games until unlocked at the point of sale. The study found that retailers, motion picture studios, video game publishers, and others in the supply chain could annually see as much as $6 billion in increased sales and an additional $800 million in cost savings and cost avoidance as a result of the use of benefit denial technology. The study results will be presented tomorrow during a panel at the Entertainment Supply Chain Academy in Los Angeles.
"It is intuitive that, if we can utilize emerging technology to reduce the shrink in the DVD, Blu-ray discs, and video game categories and eliminate barriers erected to deter shoplifting, consumers will have easier access to the products, additional retail channels will carry these products, and costs will be eliminated from the supply chain," noted Bo Andersen, President and CEO of EMA. "Until now, however, the lift in sales and reductions in costs had not been quantified and analyzed. Now we know that literally billions of dollars in increased sales and cost savings can be realized with benefit denial technology. The study contributes the data needed to pursue further development and timely deployment of cost-effective and efficient benefit denial technologies for DVDs, Blu-ray, and video games."
"The study identified 14 discrete advantages that would result from adoption of benefit denial technology, which were grouped in three categories: revenue enhancement; cost savings; and cost avoidance," noted Mark Landry, Vice President, Telecommunications, Media and Entertainment, Capgemini. "The study projects that benefit denial technology will enable retailers to increase revenue from sales lifts from open merchandising, reduced out-of-stocks, new distribution channels, and legitimate sales replacing sales of stolen merchandise. The revenue enhancements would be spread broadly among retailers, studios, publishers, distributors, and replicators."
Landry stated that the study estimated additional in cost savings and cost avoidance would come from decreases in inventory loss write-offs, returns, packaging costs, EAS costs, keeper costs, handling costs, burglary, and supply chain losses. While all segments of the supply chain would experience some cost savings, the greatest savings would be experienced by retailers. Cost avoidance would be achieved through the ability to no longer rely on security fixturing and the elimination of settlement costs.
Theft has prompted many retailers to merchandise DVDs, Blu-ray Discs, and video games in locked cases, keeper racks, and other systems that discourage sales even though they prevent shoplifting. Internal theft also imposes tremendous costs on the supply chain.
Benefit denial is the concept of denying the shoplifter or internal thief the ability to use stolen goods. For example, the apparel industry deploys security tags containing sealed vials of permanent dye that break if forcibly removed from a garment, rendering the item unsuitable for wear, return, or resale. Another example is the gift card, which has no value until it is activated at the point-of-sale. Applying this concept to the home entertainment industry, systems have been developed to allow video games, DVDs, and Blu-ray Discs to be shipped to retail stores in a disabled state and then be unlocked during a point-of-sale transaction. Such technologies have the potential to nearly eliminate internal theft.
Study participants represented seven retailers, seven motion picture studios and video game publishers, one distributor/wholesaler, and one replicator.
Today's announcement completes phase two of EMA's "Project Lazarus" study of benefit denial technology. The first phase, finished in December 2008, resulted in the identification of standards to encourage the development of benefit denial technology for DVDs, Blu-ray Discs, and video games and allow benefit denial technology providers to align or design their systems to the extent possible to the needs of retailers and content providers. In the next stage of the project, EMA will quantify the costs of deployment of benefit denial technology for DVDs, Blu-ray Discs, and video games. If the results continue to be positive, the technology could be deployed in stores in the fourth quarter of 2010.
"The study effectively 'greenlights' further evaluation and development of implementable benefit denial technologies at retail," said Mark Fisher, EMA's Executive Vice President, Membership and Strategic Initiatives.
About EMA
The Entertainment Merchants Association (EMA) is the not-for-profit international trade association dedicated to advancing the interests of the $33 billion home entertainment industry. EMA represents approximately 300 companies throughout the United States, Canada, and other nations. Its members operate approximately 27,000 retail outlets in the U.S. that sell and/or rent DVDs, computer and console video games, and digitally distributed versions of these products. Membership comprises the full spectrum of retailers (from single-store specialists to multi-line mass merchants, and both brick and mortar and online stores), distributors, the home video divisions of major and independent motion picture studios, and other related businesses that constitute and support the home entertainment industry. EMA was established in April 2006 through the merger of the Video Software Dealers Association (VSDA) and the Interactive Entertainment Merchants Association (IEMA).
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For more information, please contact:
Sean Bersell, Vice President, Public Affairs
Entertainment Merchants Association (EMA)
818-531-4362 or sbersell at entmerch.org
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Study of New Activation Technology for DVDs, Blu-ray Discs, and Video Games Projects Up to $6 Billion in Increased Sales
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