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Selling Digital Music without Copy-protection Makes Sense
A. It was uncharacteristically low-key for the industry’s greatest showman.
But the essay published this week by Steve Jobs, the boss of Apple, on his
firm’s website under the unassuming title “Thoughts on Music” has nonetheless
provoked a vigorous debate about the future of digital music, which Apple
dominates with its iPod music-player and iTunes music-store. At issue is
“digital rights management” (DRM)—the technology guarding downloaded music
against theft. Since there is no common standard for DRM, it also has the
side-effect that songs purchased for one type of music-player may not work on
another. Apple’s DRM system, called FairPlay, is the most widespread. So it came
as a surprise when Mr. Jobs called for DRM for digital music to be
abolished.
B. This is a change of tack for Apple. It has come under fire from European
regulators who claim that its refusal to license FairPlay to other firms has
“locked in” customers. Since music from the iTunes store cannot be played on
non-iPod music-players (at least not without a lot of fiddling), any iTunes
buyer will be deterred from switching to a device made by a rival firm, such as
Sony or Microsoft. When French lawmakers drafted a bill last year compelling
Apple to open up FairPlay to rivals, the company warned of “state-sponsored
piracy”. Only DRM, it implied, could keep the pirates at bay.
C. This week Mr. Jobs gave another explanation for his former defence of DRM:
the record companies made him do it. They would make their music available to
the iTunes store only if Apple agreed to protect it using DRM. They can still
withdraw their catalogues if the DRM system is compromised. Apple cannot license
FairPlay to others, says Mr Jobs, because it would depend on them to produce
security fixes promptly. All DRM does is restrict consumer choice and provide a
barrier to entry, says Mr Jobs; without it there would be far more stores and
players, and far more innovation. So, he suggests, why not do away with DRM and
sell music unprotected? “This is clearly the best alternative for consumers,” he
declares, “and Apple would embrace it in a heartbeat.”
D. Why the sudden change of heart? Mr Jobs seems chiefly concerned with
getting Europe’s regulators off his back. Rather than complaining to Apple about
its use of DRM, he suggests, “those unhappy with the current situation should
redirect their energies towards persuading the music companies to sell their
music DRM-free.” Two and a half of the four big record companies, he helpfully
points out, are European-owned. Mr Jobs also hopes to paint himself as a
consumer champion. Apple resents accusations that it has become the Microsoft of
digital music.
E. Apple can afford to embrace open competition in music players and online
stores. Consumers would gravitate to the best player and the best store, and at
the moment that still means Apple’s. Mr Jobs is evidently unfazed by rivals to
the iPod. Since only 3% of the music in a typical iTunes library is protected,
most of it can already be used on other players today, he notes. (And even the
protected tracks can be burned onto a CD and then re-ripped.) So Apple’s
dominance evidently depends far more on branding and ease of use than
DRM-related “lock in”.
F. The music giants are trying DRM-free downloads. Lots of smaller labels
already sell music that way. Having seen which way the wind is blowing, Mr Jobs
now wants to be seen not as DRM’s defender, but as a consumer champion who
helped in its downfall. Wouldn’t it lead to a surge in piracy? No, because most
music is still sold unprotected on CDs, people wishing to steal music already
can do so. Indeed, scrapping DRM would probably increase online-music sales by
reducing confusion and incompatibility. With the leading online store, Apple
would benefit most. Mr Jobs’s argument, in short, is transparently self-serving.
It also happens to be right.
Notes to Reading Passage 1
1. low-key:
抑制的，受约束的，屈服的
2. showman:
开展览会的人, 出风头的人物
3. unassuming:
谦逊的, 不夸耀的, 不装腔作势的
4. iPod：
(苹果公司出产的)音乐播放器
5. iTunes store：
(苹果公司出产的)在线音乐商店
6. get off person’s back:
不再找某人的麻烦，摆脱某人的纠缠
7. gravitate:
受吸引，倾向于
8. unfazed:
不再担忧，不被打扰
Questions 1-7
Do the following statemets reflect the claims of the writer in Reading
Passage 1?
Write your answer in Boxes 1-7 on your answer sheet.
TRUE if the statement reflets the claims of the writer
FALSE if the statement contradicts the claims of the writer
NOT GIVEN if it is impossbile to say what the writer thinks about this
1. Apple enjoys a controlling position in digital music market with its iPod
music-player and iTunes music-store.
2. DRM is a government decree issued with a purpose to protect downloaded
music from theft by consumers.
3. Lack of standardization in DRM makes songs bought for one kind of music
player may not function on another.
4. Apple has been criticized by European regulators since it has refused to
grant a license FairPlay to other firms.
5. All music can be easily played on non-iPod music devices from Sony or
Microsoft without too much fiddling.
6. Apple depends far more on DRM rather than branding for its dominance of
the digital music devices.
7. If DRM was cancelled, Sony would certainly dominate the international
digital music market.
Questions 8-10
Choose the appropriate letters A-D and write them in boxes 8-10 on your answe
sheet.
8. Which of the following statements about Mr. Jobs’ idea of DRM is NOT
TRUE?
A. DRM places restrictions on consumer’ choice of digital music products
available.
B. DRM comples iTunes buyers to switch to a device made by Sony or
Microsoft.
C. DRM constitutes a barrier for potential consumers to enter digital music
markets.
D. DRM hinders development of more stores and players and technical
innovation.
9. The word “unfazed” in line 3 of paragraph E, means___________.
A. refused
B. welcomed
C. not bothered
D. not well received
10. Which of the following statements is TRUE if DRM was scapped?
A. Sony would gain the most profit.
B. More customers would be “locked in”.
C. A sudden increase in piracy would occur.
D. Online-music sales would probably decrease.
Questions 11-14
Complete the notes below.
Choose NO MORE THAN THREE WORDS from Reading Passage 1 for each answer.
Write your answers in boxes 11-14 on your answer sheet.
Mr. Steve Jobs, the boss of Apple, explains the reason why he used to defend
DRM, saying that the company was forced to do so: the record companies would
make their music accessible to …11...only if they agreed to protect it using
DRM; they can still…12…if the DRM system is compromised. He also provides the
reason why Apple did not license FairPlay to others: the company relies on them
to …13….But now he changes his mind with a possible expectation that Europe’s
regulators would not trouble him any more in the future. He proposes that those
who are unsatisfactory with the current situation in digital music market should
…14… towards persuade the music companies to sell their music DRM-free.
The Importance of Good Communications
Effective communication is essential for all organizations. It links the
activities of the various parts of the organization and ensures that everyone is
working towards a common goal. It is also extremely important for motivating
employees. Staff need to know how they are getting on, what they are doing right
and in which areas they could improve. Working alone can be extremely difficult
and it is much easier if someone takes an interest and provides support.
Employees need to understand why their job is important and how it contributes
to the overall success of the firm. Personal communication should also include
target setting. People usually respond well to goals, provided these are agreed
between the manager and subordinate and not imposed.
However, firms often have communication problems that can undermine their
performance. In many cases,these problems occur because messages are passed on
in an inappropriate way. There are, of course, several ways of conveying
information to others in the organization which include speaking to them
directly, e-mailing, telephoning or sending a memo. The most appropriate method
depends on what exactly it is you are communicating. For example, anything that
is particularly sensitive or confidential, such as an employee's appraisal,
should be done face-to-face.
One of the main problems for senior executives is that they do not have the
time or resources needed to communicate effectively. In large companies, for
example, it is impossible for senior managers to meet and discuss progress with
each employee individually. Obviously this task can be delegated but at the cost
of creating a gap between senior management and staff. As a result, managers are
often forced to use other methods of communication, like memos or notes, even if
they know these are not necessarily the most suitable means of passing on
messages.
The use of technology, such as e-mail, mobile phones and network systems, is
speeding up communication immensely. However, this does not mean that more
investment in technology automatically proves beneficial: systems can become
outdated or employees may lack appropriate training. There are many
communications tools now available but a firm cannot afford all of them. Even if
it could, it does not actually need them all.The potential gains must be weighed
up against the costs, and firms should realize that more communicationdoes not
necessarily mean better communication."
As the number of people involved in an organization increase, the use of
written communication rises even faster. Instead of a quick conversation to sort
something out numerous messages can be passed backwards and forwards. This can
lead to a tremendous amount of paperwork and is often less effective than
face-to-face communication. When you are actually talking to someone you can
discuss things until you are happy that they have understood and feedback is
immediate. With written messages, however, you are never quite sure how it will
be received what you think you have said and what the other person thinks you
have said can be very different.
The amount of written information generated in large organizations today can
lead to communication overload. So much information is gathered that it gets in
the way of making decisions. Take a look at the average manager's desk and you
will see the problem -- it is often covered with letters, reports and memos.
This overload can lead to inefficiencies. For example, managers may not be able
to find the information they want when they need it. Communication is also
becoming more difficult with the changes occurring in employment patterns. With
more people working part-time and working at home, managing communication is
becoming increasingly complex.
1.In the first paragraph the writer recommends that communication with staff
should includeA. some feedback on their job performance.
B. an explanation of how company targets have been set.
C. information on promotion prospects within the company.
D. an indication of which duties they can expect assistance with.areas they
could improve
2.According to the writer, the best way of achieving effective communication
is toA. adapt the message to suit a particular audience.
B. make the content of messages brief and direct.
C. select the most suitable means of conveying a particular message.
D. ensure that information is targeted at the appropriate group of
people.
3.What does the writer say about the communication options available to
senior managers?A. Sending memos to staff is one of the most efficient
methods.
B. It is important to find the time to discuss certain matters with
staff.
C. They should increase the range of options that they use.
D. Getting junior managers to talk to staff can create different
problems.
4.What advice is given about the communication tools made available by
technology?A. Aim to limit staff use of certain communication tools.
B. Evaluate them in terms of the expenditure involved.
C. Select them on the basis of the facilities they offer.
D. Encourage more staff to attend training courses in their use.
5.According to the writer, a problem with written communication is thatA. the
message can be interpreted differently to what was intended.
B. it can be easy for people to ignore the contents of a written message.
C. most people are more comfortable with face-to-face communication.
D. it is possible for correspondence to get lost within a large
organization.
6.According to the article, what is the effect of receiving large amounts of
written information?A. It is counter-productive. "
B. It causes conflict in a company.
C. It leads to changes in work patterns.
D. It makes the main points more difficult to identify.
