DRM (digital rights management) generally doesn’t get a warm response from consumers, but tech companies often have to include DRM to safeguard digital property, and Samsung has announced that it will partner with Microsoft to apply Microsoft’s PlayReady DRM technology to a broad range of its consumer products, which will include phones, digital video players, TVs and other devices. Samsung expects to migrate from its current Windows Media Digital Rights Management to PlayReady by 2012. According to Samsung, the technology would be used to protect content, allowing it to be accessed on a range of devices, most likely storing it in the cloud.