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Freemium publishing - OECD case study. SSP 2013

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Freemium publishing - OECD case study. SSP 2013

  1. 1. Freemium Access Publishing Case Study: OECD Toby Green Head of Publishing toby.green@oecd.org
  2. 2. OECD’s publishing policy MAXIMISE DISSEMINATION (everything has to be free) FULL COST RECOVERY (everything needs to be priced) $16.5M
  3. 3. OECD’s Mission (and target audiences) Wordle of OECD’s Mission Source: www.oecd.org
  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-added support and services
  5. 5. Readers’ and institutional needs are multi-faceted and evolving Needs Time PREMIUM Read on PC Save offline, copy- paste Enhanced discovery Download associated data (StatLinks) Citation tools, Text mining Basic discovery Read on tablets Save in information management systems (e.g. Mendeley) Share, Embed ValueSupport for libraries FREE Simple Complex FREEMIUM
  6. 6. OECD’s Freemium boundary evolves All content free to read online Basic downloadable edition 1999 2004 2005-2010 Enhanced downloadable edition 20% of pages free to read 100% of pages free to read 20-30% of books free to downloadNon-customers (free access) Customers (Cost recovery) Download by chapter 2012 Read by chapter Today Services
  7. 7. Our offers OECD iLibrary SERVICES Delivery and support: • OECD Offices • Partners, Agents MOBILE Books Periodicals PRODUCTS Distribution channels: • OECD Online Bookshop • Tradtional Booktrade • E-Bookshops • Subscription agents • Resellers
  8. 8. FREEMIUM means we can maximise dissemination (more people read our stuff!) 8 - 2,000 4,000 6,000 8,000 10,000 12,000 2005 2006 2007 2008 2009 2010 2011 2012 Sold Free In 2012, 10 out of 12 accesses were free of charge Downloads(‘000s) MAXIMISE DISSEMINATION
  9. 9. Freemium means cost recovery Income(millionseuros) 0 2 4 6 8 10 12 14 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Books Periodicals PRODUCTS OECD iLibrary SERVICES FULL COST RECOVERY c. 300 institutions with access to all titles c. 1200 institutions with access to all titles
  10. 10. Freemium in action www.oecd-ilibrary.org
  11. 11. Thank you Toby Green Head of Publishing toby.green@oecd.org www.oecd-ilibrary.org @TobyABGreen

Editor's Notes

  • 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 oecd.org (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

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