100m documents uploaded ..by 1,000,000 users;100,000,000 the 10 largest90,000,00080,000,000 userbases: 70,000,000 University of Cambridge60,000,000 Stanford University50,000,000 MIT40,000,000 Imperial College London30,000,000 University of Oxford20,000,000 Harvard University University of Michigan 10,000,000 University College London 0 University of California at Berkeley Columbia University
http://dev.mendeley.com Chemical compound databases Location data Alzheimer’s research Grant funding Mendeley Open API databases Blog posts
http://dev.mendeley.com Tim O’Reilly O’Reilly Media Werner Vogels CTO Amazon.com James Powell CTO Thomson Reuters John Wilbanks VP Science, Creative CommonsMendeley/PLoS API Binary Battle $16,001 for the best app Juan Enriquez MD Excel Venture Management
How does Mendeley drive the collaboration ecosystem? Individuals Groups of academics “Amateur-Experts” Co-creation Academic vs. Globalization corporate Data
Incentive to add user-generated content via workflow integration
Crowdsourced approach as a non-traditional way of gatheringpeople to collaborate Mendeley’s strategy: Connect people with people and people with content to enable collaboration. Prerequisite: Increase transparency and accessibility! • Collaboration = filter • Time, money, people, infrastructure to find out what’s important • Information overload vs filter failure?
Today Social Layer Mendeley, ...?Amount / Importance Publishers, service Metadata providers, ... Content Publishers
Tomorrow? ContentAmount / Importance Metadata Facebook, Twitter, Youtube... Social Layer Creating and sharing “stuff” as a result.
“The challenge of findability” (1994)In a March 1994 Wired magazine article, nearly two years before the start of theresearch project that would become Google, futurist Paul Saffo made a prediction:“The future belongs to neither the conduit or content players, but those whocontrol the filtering, searching, and sense-making tools we will rely on tonavigate through the expanses of cyberspace.”“Point of view” as human solution to information overload. Points of view areespecially strongly expressed in collaborative/social environments.
Why content is still the king in the academic world, but let’s take a different view: Everything is a remix! Copy, transform, and combine Combine: By connecting ideas, creative leaps can happen. Ideas are connected in communities, and technology is now in a position to enable & expose this connectedness.http://vimeo.com/25380454
Atomization of content:Value creation throughsharing and embed-ding, and enabling thecommunity to interactFully embrace digital –idea of a print copy?Selling article, brand,information?
• Are we monetizing the content, or are we monetizing a service (e.g. dossiers, mobile access, …)? Can publishers receive compensation for an “authoritative version” of content?• Can publishers (and service providers) still differentiate themselves if their content is being mashed-up / included in such packages? Partnering between companies as new form of collaboration.• How would the revenue be split – based on a fixed split, based on contribution to updates to the package, based on production costs of content, based on actual usage of content by the clinician?• How can in this model the publisher still play a role? Wherever the content goes, people should come back to the publisher? Expert context? What is the value-added of a publisher?
The “Academic Community”?Lines blur between academic researchers and amateur-experts, between pureacademic content and grey literature, between purely content publishing andcontent feedback, and between local and global communities. CGIAR Bird watchers Cancer patients
“The age of the customer – invest accordingly” Powerful technology enables and empowers customers/end-users Porter’s 5 Forces? Knowledge of and engagement with customers as the only competitive advantagehttp://forrester.typepad.com/groundswell/2011/06/welcome-to-the-age-of-the-customer-invest-accordingly.html
Mendeley’s “customer obsession”• Founders getting involved• Early user testing – painful• Support team• Community team• Lead User Program• Mendeley Advisor Program• Listening to and analyzing social media• Engaging with the customers where they are (FB, Twitter, etc.)• Continuous process with clear responsibilities
Connection as a new strategy and community as a businessmodel• Support and empower people to be Content active in a community• Fans (our audience) become a Metadata community when they have the freedom to explore their interests and connections and organize themselves (see Mendeley Groups) Social Layer – suddenly monetization opportunity!
“The companies flourishing in today’s digital, social culture provide more than valued content to people. They deliver valued connections. And they turn this community, the content it creates, and the trust it engenders into money.”http://www.nieman.harvard.edu/reports/article/102622/Community-A-New-Business-Model-for-News.aspx
Creating value – theexample of onlinegames:People pay money tobe something in acommunity.
Some Mendeley-specific monetization thoughtsPricing models for new ways of academic digital content consumption andinteraction that are different from subscription models and traditional per-articlepurchases• Integrating workflow and content• Dynamic pricing• Atomization of content, pricing pieces of content or multiple re-use of content• Access/distribution channels as revenue models (mobile platforms)• Drive usage and traffic via free content (“Freemium” in publishing?), monetize via additional services (e.g. personalization/recommendations)• Monetizing via partnerships (e.g. third party services, potentially advertising)Leverage the community: Allow third parties to think about this and help/let themsolve their own problems (e.g. Mendeley Android App)!
What does it mean to work with Mendeley?Discovery Partnership Innovation• Indexing content to • Usage data • API / academic data include in catalog • Co-promotion of • Business models• Including content in services and offers / • Strategy personalized branding • … recommendations • Mendeley as• PDF previews membership offering Not everything has to be around sales,Driving traffic and Leveraging and strategic decision howusage understanding the to approach issues community
US National Academies “Grand Challenges”: Climate change Sustainable food supplies Artificial Clean energy Intelligence Clean water Terrorist Pandemic diseases violence Tools of scientific discovery
Why opening access to research matters But a lottime we are very “All the of the state of knowledge of the human race is sitting in the conscious of the huge challenges scientists’ computers, and is – that human society has now curing cancer,shared currently not shared. We need to understanding get it unlocked so we can tackle the brain for Alzheimer‘s. those huge problems.“