Freemium publishing - OECD case study. SSP 2013


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Freemium publishing case study from the OECD. Presented at Society for Scholarly Publishers annual meeting, San Francisco, June 2013.

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  • Clay Shirky, noted US writer about all things online and digital, is, of course, a best-selling author. I bet his publisher doesn’t just push a button . . .
  • To remind audience that the mandate is Part I statistical data only.No mandate or commitment on publicationsWe will continue to sell, including statistical data servicesPublishing Policy is unchanged save for the commitment that 100% of Part I data be freely available in basic form
  • Key message: Delta continues the existing practice of stepping up the value chain to find revenues and using these revenues to build improved free services to non-subscribers.This is why Freemium model can work: As new needs emerge, new, innovative, premium services are provided generating the revenues to enable mature services to become free.
  • Key message: Delta continues the existing practice of stepping up the value chain to find revenues and using these revenues to build improved free services to non-subscribers.
  • Analytical content: 100% freeFull ‘Read’ service on iLibrary and (now available on mobile devices)Full ‘Read’ service on Google BooksAll declassified documents free on oecd.orgData: 70% free, includingAll core indicators and data: Factbook, At a Glance, Key TablesThe most popular data from all OECD databasesNB The remaining 30% data is highly specialized. The consultant’s report concluded that making it free would represent only a marginal increase in use and impact (less than 1% of today’s free data)Dissemination figures2.4 million1.6 new revenue800k efficiencies
  • Freemium publishing - OECD case study. SSP 2013

    1. 1. Freemium AccessPublishingCase Study: OECDToby GreenHead of
    2. 2. OECD’s publishing policyMAXIMISEDISSEMINATION(everything has to be free)FULLCOST RECOVERY(everything needs to be priced)$16.5M
    3. 3. OECD’s Mission (and target audiences)Wordle of OECD’s MissionSource:
    4. 4. have different contexts• Home or SME or mobile• Occasional, low intensity• No or low desire for added-value services• Institution, desk-bound• High intensity, re-use• Opportunity for value-addedsupport and services
    5. 5. Readers’ and institutional needs aremulti-faceted and evolvingNeedsTimePREMIUMRead on PCSaveoffline, copy-pasteEnhanceddiscoveryDownload associateddata (StatLinks)Citation tools,Text miningBasicdiscoveryRead ontabletsSave ininformation managementsystems (e.g. Mendeley)Share, EmbedValueSupport forlibrariesFREESimpleComplexFREEMIUM
    6. 6. OECD’s Freemium boundary evolvesAll contentfree to readonlineBasicdownloadableedition1999 2004 2005-2010Enhanceddownloadableedition20% ofpages freeto read100% ofpages freeto read20-30% ofbooks freeto downloadNon-customers (free access)Customers (Cost recovery)Downloadby chapter2012Read bychapterTodayServices
    7. 7. Our offersOECD iLibrarySERVICESDelivery and support:• OECD Offices• Partners, AgentsMOBILEBooksPeriodicalsPRODUCTSDistribution channels:• OECD Online Bookshop• Tradtional Booktrade• E-Bookshops• Subscription agents• Resellers
    8. 8. FREEMIUM means we can maximisedissemination (more people read our stuff!)8-2,0004,0006,0008,00010,00012,0002005 2006 2007 2008 2009 2010 2011 2012Sold FreeIn 2012, 10 out of 12accesses werefree of chargeDownloads(‘000s)MAXIMISEDISSEMINATION
    9. 9. Freemium means cost recoveryIncome(millionseuros)024681012142000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012BooksPeriodicalsPRODUCTSOECD iLibrarySERVICESFULL COSTRECOVERYc. 300institutionswith access toall titlesc. 1200institutionswith access toall titles
    10. 10. Freemium in action
    11. 11. Thank youToby GreenHead of