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New Markets for Scholarly Publishers: iPhone, Kindle and other mobile devices


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How should scholarly publishers approach the many new channels available through Web 2.0 technologies and services as well as mobile devices?

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  • Really helpful! I'm really interested in how publishers can get started with RSS feeds and what is possible with them. Is this something you can help with? How should we enable them if we have our own website?
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New Markets for Scholarly Publishers: iPhone, Kindle and other mobile devices

  1. 1. New Markets & Channels for Scholarly Content Kristen Fisher Ratan Assistant Director, Business Strategy HighWire Press SSP Webinar August 27, 2009
  2. 2. About HighWire <ul><li>ePublishing platform since 1995 </li></ul><ul><li>Division of Stanford University Libraries </li></ul><ul><li>~1300 publications from over 140 publishers </li></ul><ul><ul><li>Journals </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Databases </li></ul></ul><ul><li>About half are STM, half are SSH </li></ul><ul><li>Launched a new platform, H2O, last year </li></ul>
  3. 3. Topics <ul><li>Overview of markets and channels </li></ul><ul><li>Gathering market intelligence </li></ul><ul><li>Navigating the options </li></ul><ul><li>Assessing potential return </li></ul><ul><li>HighWire’s current mobile work </li></ul><ul><li>Caveats and limitations </li></ul><ul><li>Where to begin </li></ul>
  4. 4. OVERVIEW
  5. 5. Evolving Digital Strategy <ul><li>Former “Web” Strategy </li></ul><ul><ul><li>Pull customers to your one and only web site, and keep them there </li></ul></ul><ul><li>Current Digital Strategy </li></ul><ul><ul><li>Deliver content whenever, wherever your users are </li></ul></ul>
  6. 6. Kindle and iPhone?
  7. 7. eReaders and Smartphones eReaders SONY Smartphones
  8. 8. Mobile Devices Mobile Computers Media Rec/Play Handheld Games Cell Phones eReaders SONY Smart Phones
  9. 9. New Channels Blogs Podcasts Widgets Print-on-demand Custom Publishing Wikis E-Channels Print Replacement Storefronts Multimedia Communities Mobile Devices
  11. 11. Content Delivery Preferences <ul><li></li></ul>Copyright @2008 Outsell, Inc.
  12. 12. Content Delivery Preferences <ul><li></li></ul>Copyright @2008 Outsell, Inc.
  13. 13. SmartPhone Market Share Marketshare data from Gartner report &quot;Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008&quot; Symbian OS iPhone OS RIM Blackberry Windows Mobile Linux Palm OS
  14. 14. Estimated eReader Marketshare Cleantech Group report: E-readers a win for carbon emissions August 19, 2009
  16. 16. 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
  18. 18. What is the effort versus ROI? <ul><li>Determine what your goals are: </li></ul><ul><ul><li>Increase visibility </li></ul></ul><ul><ul><li>Reach new audiences </li></ul></ul><ul><ul><li>Building brand </li></ul></ul><ul><ul><li>Increase revenue </li></ul></ul><ul><li>How well do any of these channels help you reach your goals? </li></ul><ul><li>What is the effort required for each? </li></ul>
  19. 19. Increase Visibility Effort Kindle Blogs Podcasts Videos RSS iPhone
  20. 20. Reach New Audiences Effort Kindle Blogs Podcasts Videos RSS iPhone
  21. 21. Building Brand Effort Kindle Blogs Podcasts Videos RSS iPhone
  22. 22. Increase New Revenue (Direct Effect) Effort Kindle Blogs Podcasts Videos RSS iPhone
  24. 24. Kindle and iPhone!
  25. 25. Early Focus – 4 Directions <ul><li>Standard Digital Deliver Platform – “H2O” </li></ul><ul><ul><li>Clean, well-structured content </li></ul></ul><ul><ul><li>Use of standards makes interacting with any of the new channels easier </li></ul></ul><ul><ul><li>Interface designed to work well with smartphones </li></ul></ul><ul><ul><li>Set up for RSS, which can be used through many channels </li></ul></ul><ul><li>Generic Mobile - website optimized for small screens </li></ul><ul><ul><li>Fewer options, less eye candy </li></ul></ul><ul><ul><li>Bigger links for fat fingers </li></ul></ul><ul><ul><li>Optimized for current issues </li></ul></ul><ul><ul><li>Light-weight displays for low bandwidth networks </li></ul></ul><ul><li>Kindle – as an example of e-readers </li></ul><ul><li>iPhone – as an example of smartphones </li></ul>
  26. 26. Kindle and iPhone <ul><li>What are the use cases? </li></ul><ul><ul><li>Kindle - Users want to keep up </li></ul></ul><ul><ul><li>iPhone - Users want to keep up and look up </li></ul></ul><ul><li>Kindle </li></ul><ul><ul><li>Low cost: RSS feeds </li></ul></ul><ul><ul><li>High cost: Full text delivery </li></ul></ul><ul><li>iPhone </li></ul><ul><ul><li>Low cost: well-formatted websites work now </li></ul></ul><ul><ul><li>High cost: Build an app to deliver either full text or alerts </li></ul></ul>
  27. 27. eReaders: Kindle <ul><li>RSS feeds through Kindle </li></ul><ul><li>Easy issue-reading </li></ul><ul><li>High quality subscribing user experience </li></ul>
  28. 28.
  29. 29.
  30. 30. Smart phones: iPhone <ul><li>H2O sites are already designed for compatibility with iPhone </li></ul><ul><li>Working on: iPhone applications for scholarly content </li></ul>
  31. 31.
  32. 32.
  34. 34. Back to 1995? <ul><li>Devices are inherently limited </li></ul><ul><li>Lots of rapid change is likely </li></ul><ul><li>Keep an eye on: </li></ul><ul><ul><li>Data integrity </li></ul></ul><ul><ul><li>Content leaks </li></ul></ul><ul><ul><li>Licensing terms </li></ul></ul><ul><ul><li>Cannibalization </li></ul></ul><ul><ul><li>Measuring usage </li></ul></ul><ul><li>Beware of too many bells and whistles that users won’t pay for </li></ul>
  35. 35. Kindle limitations <ul><li>Like web browsers in 1995 </li></ul><ul><ul><li>primitive handling of markup </li></ul></ul><ul><ul><li>images are limited in size and depth </li></ul></ul><ul><ul><li>browsing is awkward </li></ul></ul><ul><li>Device is basically single use only (reading) </li></ul><ul><li>US market only right now </li></ul><ul><li>Whispernet is spotty </li></ul><ul><li>Subscription delivery requires Amazon storefront </li></ul><ul><li>Subscriber information and usage data are limited </li></ul><ul><li>PDF capabilities are limited </li></ul><ul><li>Non-standard pagination (“locations”) </li></ul><ul><li>Dependent on Storefront, Amazon takes a big cut </li></ul><ul><li>Discoverability – Amazon store is large and unfocused </li></ul>
  36. 36. iPhone limitations <ul><li>Small screen </li></ul><ul><ul><li>Limits readability </li></ul></ul><ul><ul><li>More useful for looking things up </li></ul></ul><ul><li>Slow network </li></ul><ul><li>Text entry is awkward, difficult , and error-prone </li></ul><ul><li>Expensive device to maintain </li></ul><ul><li>Dependent on storefront </li></ul><ul><ul><li>Can’t do PPV without using Apple’s e-commerce (Apple takes a cut) </li></ul></ul><ul><li>Doesn’t tie in with subscription system, can’t bundle or otherwise recognize users </li></ul><ul><li>Discoverability – app store is huge and unfocused </li></ul>
  37. 37. WHERE TO BEGIN
  38. 38. Kindle and iPhone Starting Points <ul><li>Both have low/no cost option </li></ul><ul><ul><li>RSS feeds in Kindle </li></ul></ul><ul><ul><li>Full text through browser in iPhone </li></ul></ul><ul><li>Good way to get started </li></ul><ul><li>Find out about your users through uptake and usage of these options </li></ul>
  39. 39. If you do nothing else… <ul><li>Site design for maximum distribution </li></ul><ul><ul><li>Clean content, standards-based </li></ul></ul><ul><li>RSS feeds </li></ul><ul><ul><li>Can be delivered to any mobile device and many channels </li></ul></ul><ul><li>Utilize existing distribution channels and storefronts </li></ul><ul><ul><li>Put videos on YouTube, SciVee, etc </li></ul></ul><ul><ul><li>RSS feeds in Amazon </li></ul></ul><ul><ul><li>Podcasts in iTunes </li></ul></ul>
  40. 40. Summary <ul><li>Invest in clean, portable content </li></ul><ul><li>Evaluate which opportunities match your customers </li></ul><ul><li>Evaluate which opportunities match your content </li></ul><ul><li>Determine your goals: monetization, visibility, new audience, increased accessibility </li></ul><ul><li>Get started! </li></ul>
  41. 41. <ul><li>Thank You! </li></ul><ul><li>Kristen Fisher Ratan </li></ul><ul><li>[email_address] </li></ul>