Selling Academic Materials Directly to End Users, by William Park, Deep Dyve
•Download as PPT, PDF•
0 likes•655 views
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (16)
Similar to Selling Academic Materials Directly to End Users, by William Park, Deep Dyve
Similar to Selling Academic Materials Directly to End Users, by William Park, Deep Dyve (20)
Recently uploaded
Recently uploaded (20)
Selling Academic Materials Directly to End Users, by William Park, Deep Dyve
- 1. Charleston Conference “Selling Academic Materials Directly to End-Users” Bill Park, CEO November 2013
- 2. Introduction to DeepDyve About Us Technology company based in Silicon Valley Our Customer Millions of “unaffiliated” professionals in small/mid-sized businesses Our Service Rent and read-only millions of articles from thousands of authoritative journals • Expires 30 days+ • $20 for 5 rental tokens Confidential 2 • $40 per month for 40 rental tokens
- 3. DeepDyve Background Content – 150+ publishers – 3,000+ journals – 10M+ articles Users – 95% .com domains – 75% outside U.S. – SME group plans Confidential 3
- 5. Personalized Tools – “My Homepage” Account Account activity activity Favorite Favorite journals journals Suggeste Suggeste d titles d titles Folders Folders and lists and lists Confidential 5
- 6. Consumerization of Technology “Consumerization is the growing tendency for new information “Consumerization is the growing tendency for new information technology to emerge first in the consumer market and then spread into technology to emerge first in the consumer market and then spread into business and government organizations. business and government organizations. The emergence of consumer markets as the primary driver of The emergence of consumer markets as the primary driver of information technology innovation is seen as a major IT industry information technology innovation is seen as a major IT industry shift, as large business and government organizations dominated the shift, as large business and government organizations dominated the early decades of computer usage and development.” early decades of computer usage and development.” Confidential 6
- 7. “Consumerization” – Nothing New What’s changed? • Microprocessor • Web • Reach – access more users than ever before • Standards – enables highly efficient development • Cost – lower storage, broadband costs enables new applications and business models Confidential 7
- 8. “Consumerization” of Technology Principles of Consumerized Technology • Interfaces designed for the end user • Quick and easy (and free) to try • Highly scalable, i.e. simple and standard Confidential 8
- 9. Enterprise vs. Consumer – Differences Enterprise “Consumer” Buyer Intermediary End User Key Criteria ROI Usability Evaluation approach Measurable “Irrational” Decision timeline Long Short Sales, support Vendor Website New releases Slow Fast UI Feature-rich Simple Key features Admin, reporting Tools, personalization Implementation Custom Standard Agreement Years Month-to-month Switching cost High Low Better user experience (less is more) Better user experience (less is more) Faster to get started (no dependencies) Faster to get started (no dependencies) Cheaper to start (and cheaper to stop) Cheaper to start (and cheaper to stop) Confidential 9
- 10. End User - Grass is different, not Greener Simple is complex Customers are not a phone call away “AARRR” - It’s hard to be a pirate – Acquisition: where do users come from? – Activation: what % have “happy” initial experience? – Retention: do they come back and re-visit? – Referral: do they like it enough to tell their friends? – Revenue: can you monetize this behavior? Confidential 10
- 11. “AARRR” @ DeepDyve Acquisition – Track visitors by source – Follow visitors thru ‘funnel’ to capture LTV by source Activation – Track conversion: registration; feature action… – Test constantly to improve activation Retention – Email newsletter to announce new features, content – Search, TOC and other personalized alerts Referral – Viral links to Twitter, FB, email… – Considering promotions Revenue – Pricing and trials – Features for each service Confidential – UI: wording, look/feel, user-flow… 11
- 12. Unaffiliated End-User Opportunity # knowledge workers worldwide1: – # STM institutional readers: 250M 10-15M (5%) Unaffiliated Market Potential – Capture additional 5% of KW’s: – Upsell them: 12.5M – Market Opportunity: $600M – $1.2B $50-100 / yr Can libraries make services such as DeepDyve Can libraries make services such as DeepDyve available to their (walk-in) patrons? available to their (walk-in) patrons? •Value-add service •Value-add service •Honors copyrights •Honors copyrights •Referral fees •Referral fees 1 Confidential Mabe MA (2009): Scholarly Publishing. European Review 17(1): 3-22) 12
- 13. IT Departments – Parallels for Librarians? Control – IT departments had to finally “let go” and support a myriad of apps and devices Role – IT departments morphed from ‘support’ to ‘service’ Data – IT departments increasingly strategic for managing the growing areas of data usage and data security Licensing – Budgeting decentralized; IT department looks at usage, then licenses ‘retroactively’ Confidential 13
- 14. Questions? Thank You! William (“Bill”) Park wpark@deepdyve.com Confidential 14