New Markets & Channels for Scholarly Content Kristen Fisher Ratan Assistant Director, Business Strategy HighWire Press SSP Webinar August 27, 2009

About HighWire ePublishing platform since 1995 Division of Stanford University Libraries ~1300 publications from over 140 publishers Journals Books Databases About half are STM, half are SSH Launched a new platform, H2O, last year

ePublishing platform since 1995

Division of Stanford University Libraries

~1300 publications from over 140 publishers

Journals

Books

Databases

About half are STM, half are SSH

Launched a new platform, H2O, last year

Topics Overview of markets and channels Gathering market intelligence Navigating the options Assessing potential return HighWire’s current mobile work Caveats and limitations Where to begin

Overview of markets and channels

Gathering market intelligence

Navigating the options

Assessing potential return

HighWire’s current mobile work

Caveats and limitations

Where to begin

OVERVIEW

Evolving Digital Strategy Former “Web” Strategy Pull customers to your one and only web site, and keep them there Current Digital Strategy Deliver content whenever, wherever your users are

Former “Web” Strategy

Pull customers to your one and only web site, and keep them there

Current Digital Strategy

Deliver content whenever, wherever your users are

Kindle and iPhone?

eReaders and Smartphones eReaders SONY Smartphones

Mobile Devices Mobile Computers Media Rec/Play Handheld Games Cell Phones eReaders SONY Smart Phones

New Channels Blogs Podcasts Widgets Print-on-demand Custom Publishing Wikis E-Channels Print Replacement Storefronts Multimedia Communities Mobile Devices

MARKET INTELLIGENCE

Content Delivery Preferences Copyright @2008 Outsell, Inc. http://www.outsellinc.com

Content Delivery Preferences Copyright @2008 Outsell, Inc. http://www.outsellinc.com

SmartPhone Market Share Marketshare data from Gartner report "Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008" Symbian OS iPhone OS RIM Blackberry Windows Mobile Linux Palm OS

Estimated eReader Marketshare Cleantech Group report: E-readers a win for carbon emissions August 19, 2009 http://bit.ly/2YgHbO

NAVIGATING THE OPTIONS

From the Publisher Perspective Publisher Content Store Storefronts (iTunes, Amazon, etc) Content Distribution and General Access General Channels (web browser, etc) Special Access Community (facebook, etc) Devices (iPhone, Kindle, etc) Transformed / New Content Full Content Partial Content AFFECTS YOUR EFFORT POTENTIAL FOR NEW REVENUE TARGETS SPECIFIC AUDIENCES

ASSESSING RETURN

What is the effort versus ROI? Determine what your goals are: Increase visibility Reach new audiences Building brand Increase revenue How well do any of these channels help you reach your goals? What is the effort required for each?

Determine what your goals are:

Increase visibility

Reach new audiences

Building brand

Increase revenue

How well do any of these channels help you reach your goals?

What is the effort required for each?

Increase Visibility Effort Kindle Blogs Podcasts Videos RSS iPhone

Reach New Audiences Effort Kindle Blogs Podcasts Videos RSS iPhone

Building Brand Effort Kindle Blogs Podcasts Videos RSS iPhone

Increase New Revenue (Direct Effect) Effort Kindle Blogs Podcasts Videos RSS iPhone

HIGHWIRE’S MOBILE WORK

Kindle and iPhone!

Early Focus – 4 Directions Standard Digital Deliver Platform – “H2O” Clean, well-structured content Use of standards makes interacting with any of the new channels easier Interface designed to work well with smartphones Set up for RSS, which can be used through many channels Generic Mobile - website optimized for small screens Fewer options, less eye candy Bigger links for fat fingers Optimized for current issues Light-weight displays for low bandwidth networks Kindle – as an example of e-readers iPhone – as an example of smartphones

Standard Digital Deliver Platform – “H2O”

Clean, well-structured content

Use of standards makes interacting with any of the new channels easier

Interface designed to work well with smartphones

Set up for RSS, which can be used through many channels

Generic Mobile - website optimized for small screens

Fewer options, less eye candy

Bigger links for fat fingers

Optimized for current issues

Light-weight displays for low bandwidth networks

Kindle – as an example of e-readers

iPhone – as an example of smartphones

Kindle and iPhone What are the use cases? Kindle - Users want to keep up iPhone - Users want to keep up and look up Kindle Low cost: RSS feeds High cost: Full text delivery iPhone Low cost: well-formatted websites work now High cost: Build an app to deliver either full text or alerts

What are the use cases?

Kindle - Users want to keep up

iPhone - Users want to keep up and look up

Kindle

Low cost: RSS feeds

High cost: Full text delivery

iPhone

Low cost: well-formatted websites work now

High cost: Build an app to deliver either full text or alerts

eReaders: Kindle RSS feeds through Kindle Easy issue-reading High quality subscribing user experience

RSS feeds through Kindle

Easy issue-reading

High quality subscribing user experience

Smart phones: iPhone H2O sites are already designed for compatibility with iPhone Working on: iPhone applications for scholarly content

H2O sites are already designed for compatibility with iPhone

Working on: iPhone applications for scholarly content

CAVEATS AND LIMITATIONS

Back to 1995? Devices are inherently limited Lots of rapid change is likely Keep an eye on: Data integrity Content leaks Licensing terms Cannibalization Measuring usage Beware of too many bells and whistles that users won’t pay for

Devices are inherently limited

Lots of rapid change is likely

Keep an eye on:

Data integrity

Content leaks

Licensing terms

Cannibalization

Measuring usage

Beware of too many bells and whistles that users won’t pay for

Kindle limitations Like web browsers in 1995 primitive handling of markup images are limited in size and depth browsing is awkward Device is basically single use only (reading) US market only right now Whispernet is spotty Subscription delivery requires Amazon storefront Subscriber information and usage data are limited PDF capabilities are limited Non-standard pagination (“locations”) Dependent on Storefront, Amazon takes a big cut Discoverability – Amazon store is large and unfocused

Like web browsers in 1995

primitive handling of markup

images are limited in size and depth

browsing is awkward

Device is basically single use only (reading)

US market only right now

Whispernet is spotty

Subscription delivery requires Amazon storefront

Subscriber information and usage data are limited

PDF capabilities are limited

Non-standard pagination (“locations”)

Dependent on Storefront, Amazon takes a big cut

Discoverability – Amazon store is large and unfocused

iPhone limitations Small screen Limits readability More useful for looking things up Slow network Text entry is awkward, difficult , and error-prone Expensive device to maintain Dependent on storefront Can’t do PPV without using Apple’s e-commerce (Apple takes a cut) Doesn’t tie in with subscription system, can’t bundle or otherwise recognize users Discoverability – app store is huge and unfocused

Small screen

Limits readability

More useful for looking things up

Slow network

Text entry is awkward, difficult , and error-prone

Expensive device to maintain

Dependent on storefront

Can’t do PPV without using Apple’s e-commerce (Apple takes a cut)

Doesn’t tie in with subscription system, can’t bundle or otherwise recognize users

Discoverability – app store is huge and unfocused

WHERE TO BEGIN

Kindle and iPhone Starting Points Both have low/no cost option RSS feeds in Kindle Full text through browser in iPhone Good way to get started Find out about your users through uptake and usage of these options

Both have low/no cost option

RSS feeds in Kindle

Full text through browser in iPhone

Good way to get started

Find out about your users through uptake and usage of these options

If you do nothing else… Site design for maximum distribution Clean content, standards-based RSS feeds Can be delivered to any mobile device and many channels Utilize existing distribution channels and storefronts Put videos on YouTube, SciVee, etc RSS feeds in Amazon Podcasts in iTunes

Site design for maximum distribution

Clean content, standards-based

RSS feeds

Can be delivered to any mobile device and many channels

Utilize existing distribution channels and storefronts

Put videos on YouTube, SciVee, etc

RSS feeds in Amazon

Podcasts in iTunes

Summary Invest in clean, portable content Evaluate which opportunities match your customers Evaluate which opportunities match your content Determine your goals: monetization, visibility, new audience, increased accessibility Get started!

Invest in clean, portable content

Evaluate which opportunities match your customers

Evaluate which opportunities match your content

Determine your goals: monetization, visibility, new audience, increased accessibility

Get started!

Thank You! Kristen Fisher Ratan [email_address]

Thank You!

Kristen Fisher Ratan

[email_address]