Maximising your digital audiences


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Nikki Green and Phil Leahy explore how publishers and other service providers can maximise their digital audiences through licensing and access and identity management.

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Maximising your digital audiences

  1. 1. Maximising your digital audience in universities and colleges whilst minimising costs Nikki Green and Phil Leahy December 2009
  2. 2. About Eduserv • Realise the benefits of technology for learning and research • Serving universities, colleges and the public sector • Not-for-profit
  3. 3. What we do • Access and identity management • Web development and web hosting • Software and data licence negotiation
  4. 4. Issues facing universities and colleges Recession, redundancy and restructuring • Budget cuts • Exchange rates • Demographics • Competition
  5. 5. Potential solutions for universities and colleges • Partnering • Growth • Determine Demand • Reduce duplication and waste • Collaborate Do much more with much less
  6. 6. Maximise your audience Greater exposure • Listen to needs • Be inclusive • Be flexible • Build brand loyalty
  7. 7. Maximise your audience “ After just six months of working with Eduserv our market in the UK academic sector increased tenfold. Our licensing terms didn’t really suit this market and though we could have done it on our own it would probably have taken us three years to get to where we are now.” Steven Tweedie, Content Online, UK Agent for ASTM International Greater exposure
  8. 8. Minimise your costs More for less • Work with consortia • Be consistent • Be patient
  9. 9. Maximising your audience through access and identity management Phil Leahy
  10. 10. Eduserv’s AIM pedigree <ul><li>• De facto standard in UK access management for ten years </li></ul><ul><li>• Complementary AIM products </li></ul><ul><li>• Tracking changes in technology </li></ul><ul><li>• Interoperability with Dutch and French federations </li></ul><ul><li>• Members of Kantara Initiative </li></ul>
  11. 11. A mixed technology economy <ul><li>• Athens was the UK standard for ten years, but... </li></ul><ul><ul><li>IP authentication </li></ul></ul><ul><ul><li>Publisher username/passwords </li></ul></ul><ul><ul><li>Proxied services </li></ul></ul><ul><ul><li>Referral URLs </li></ul></ul><ul><li>• and now...? </li></ul>
  12. 12. We still have a mixed economy <ul><li>• All the previous technologies plus... </li></ul><ul><ul><li>Shibboleth/SAML </li></ul></ul><ul><ul><li>OpenID </li></ul></ul><ul><ul><li>Microsoft CardSpace </li></ul></ul><ul><li>• How do publishers deal </li></ul><ul><li>with these? </li></ul>
  13. 13. The challenges for publishers <ul><li>• How many of these technologies must I implement? </li></ul><ul><li>• How many of them are supported products? </li></ul><ul><li>• Will these standards change? </li></ul><ul><li>• Will other new technologies emerge? </li></ul><ul><li>• What’s in it for me? </li></ul><ul><li>• I didn’t ask for more choice </li></ul>
  14. 14. Break down the walls, reduce costs <ul><li>• Support multiple AIM technologies in a single platform </li></ul><ul><li>• Reduce implementation and support costs </li></ul><ul><li>• Recognise that your content is just part of a user’s choice of sources </li></ul><ul><li>• Fragmented islands of AIM technologies being linked </li></ul><ul><li>• Support your core business first </li></ul>
  15. 15. Implementation case study: Mintel <ul><li>• Began investigating Shibboleth adoption in 2007 </li></ul><ul><ul><li>Significant compatibility problems </li></ul></ul><ul><ul><li>Documentation looked incomplete </li></ul></ul><ul><ul><li>Lack of development and perceived quality of the Shibboleth software at that time </li></ul></ul><ul><li>• Realised benefits of supported third party software </li></ul>
  16. 16. Minimising costs with third party software <ul><li>“ Access management is an area where Mintel cannot take risks and Eduserv’s support, coupled with the flexible nature of OpenAthens SP, enabled us to first upgrade our Athens support and then add Shibboleth and UK Federation support simply by adding an additional module.” </li></ul><ul><li>Ameet Shah, Senior Software Developer, Mintel </li></ul>
  17. 17. Kantara Initiative <ul><li>• Bridging the enterprise, mobile, government and web communities </li></ul><ul><li>• Clear path for moving interoperable identity systems forward </li></ul><ul><li>• Key issues </li></ul><ul><ul><li>Privacy - Education and outreach </li></ul></ul><ul><ul><li>Ownership and liability - Market Research </li></ul></ul><ul><ul><li>UX and usability - Use cases and requirements </li></ul></ul><ul><ul><li>Cross-community coordination and collaboration </li></ul></ul>
  18. 18. Conclusion <ul><li>• You may need to support multiple technologies/federations </li></ul><ul><li>• Opportunity to reduce implementation and support costs </li></ul><ul><li>• Someone must track the technology as it changes/matures </li></ul><ul><li>• Allow your products/services to be part of a more granular web </li></ul><ul><li>• You support your core business </li></ul>
  19. 19. Any questions? Phil Leahy Publisher Relationship Manager 01225 474302 [email_address] Nikki Green Business Development Manager 01225 470420 [email_address] Stand 507