Is Technology a Differentiator?

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This document summarizes a presentation by Kevin Cohn on whether technology is a differentiator in publishing. Cohn discusses how technology impacts the delivery, discovery, and monetization of content. He questions whether new tools actually improve the user experience of finding and accessing content compared to older methods. While technology opens up opportunities, Cohn emphasizes that content and understanding user needs are more important than any individual technology.

Technology Business

STM Course in Publishing, Singapore
11 March 2012
Kevin Cohn
Vice President of Operations
@Atypon
And Other Questions to Ponder
Is Technology a
Differentiator?

Is Technology a Differentiator?2
New Tools for Old Purposes

• Delivery
• Discovery
• Monetization
6
New Tools for Old Purposes
Is Technology a Differentiator?

Content Delivery
7 Is Technology a Differentiator?

• Your platform
• Indexers
• Aggregators
• Archivers
• Your platform
• Indexers
• Aggregators
• Archivers
Deliver Where?
8 Is Technology a Differentiator?

• Metadata vs. full text
• PDF vs. HTML
• Emerging formats
Deliver What?
9 Is Technology a Differentiator?

Content Delivery &
Discovery
Content Delivery
10 Is Technology a Differentiator?

Discovery: 1991
11
© Leonardo Finotti
Is Technology a Differentiator?

Simple, Right?
12 Is Technology a Differentiator?

Not So Rudimentary
13 Is Technology a Differentiator?

Discovery: 2011
14
© Iwan Baan
Is Technology a Differentiator?

• Limited preview
• No random access
• No serendipity
Regressions
15 Is Technology a Differentiator?

• 100% of “users” enter the library
through the front door
• 75% of users enter your platform
through the article page
Context Shift
16 Is Technology a Differentiator?

Replicate 1991
17 Is Technology a Differentiator?

Should I Add This
Feature?
21 Is Technology a Differentiator?

• Users to ﬁnd your content?
• Users to ﬁnd more of your content?
• Users to use your content?
Does It Make It Easier For...
22 Is Technology a Differentiator?

Content Is King
23 Is Technology a Differentiator?

Context Is King
24 Is Technology a Differentiator?

Content Is King
But Context Determines Its Worth
Content Is King
25 Is Technology a Differentiator?

Content Monetization
26 Is Technology a Differentiator?

• The current volume of a journal
• The back ﬁle of a journal
• A single article from a journal
What Are You Selling?
27 Is Technology a Differentiator?

• Individual vs. institution
• Print vs. online vs. combo
• Society member discounts
How Are You Pricing?
28 Is Technology a Differentiator?

More Flexibility
29 Is Technology a Differentiator?

• Content slice
• License
• Identity
• Price
Four Components
30 Is Technology a Differentiator?

• Articles that are > 6 months old
• Articles that contain multimedia
• Articles that cover a certain topic
Content Slice
31 Is Technology a Differentiator?

• Timeframe
• Limitations
License
32 Is Technology a Differentiator?

• Users from Singapore
• Referrals from Google
• Frequent visitors
Identity
33 Is Technology a Differentiator?

• An identity...
• To purchase a content slice...
• Under speciﬁc license terms
A Price Is For...
34 Is Technology a Differentiator?

Should I Add This
Feature?
35 Is Technology a Differentiator?

• Users to ﬁnd your content?
• Users to ﬁnd more of your content?
• Users to use your content?
Does It Make It Easier For...
36
• Users to ﬁnd your content?
• Users to ﬁnd more of your content?
• Users to use your content?
• You to monetize your content?
Is Technology a Differentiator?

37
New Tools for Old Purposes
Is Technology a Differentiator?

38
Courtesy of Apple
Is Technology a Differentiator?

The population of mobile Internet users will
overtake desktop Internet users by 2014.
Morgan Stanley, April 2010
39 Is Technology a Differentiator?

40
Mobile users are twice as active
as non-mobile users.
Facebook, August 2010
Is Technology a Differentiator?

• IP range
• Shibboleth
• Athens
• Login and password
• IP range
• Shibboleth
• Athens
• Login and password
• IP range
• Shibboleth
• Athens
• Login and password
• IP range
• Shibboleth
• Athens
• Login and password
• IP range
• Shibboleth
• Athens
• Login and password
Authentication Methods?
41 Is Technology a Differentiator?

• Delivery
• Discovery
• Monetization
43
New Tools for Old Purposes
Is Technology a Differentiator?

44
Courtesy of Apple
Is Technology a Differentiator?

Kevin Cohn
Vice President of Operations
STM Course in Publishing, Singapore
11 March 2012 @Atypon
And Other Questions to Ponder
Is Technology a
Differentiator?

This white paper can be downloaded for free at www.accucoms.com. Many publishers would like to strengthen their presence in the Middle East and North Africa (MENA). This region is going through various changes and is so diverse that publishers often struggle to identify opportunities or to develop a strategy that successfully serves customers across the region. This is why ACCUCOMS decided to chart the needs and wishes of academic and scientific libraries in the MENA region.

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Is Technology a Differentiator?

1. STM Course in Publishing, Singapore 11 March 2012 Kevin Cohn Vice President of Operations @Atypon And Other Questions to Ponder Is Technology a Differentiator?