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New Markets & Channelsfor Scholarly Content
Kristen Fisher RatanAssistant Director, Business Strategy
HighWire PressSSP Webinar
August 27, 2009
About HighWire ePublishing platform since 1995 Division of Stanford University Libraries ~1300 publications from over 140
publishers Journals Books Databases
About half are STM, half are SSH Launched a new platform, H2O, last year
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Topics Overview of markets and channels Gathering market intelligence Navigating the options Assessing potential return HighWire’s current mobile work Caveats and limitations Where to begin
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OVERVIEW
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Evolving Digital Strategy
Former “Web” Strategy Pull customers to your one and only web site, and
keep them there
Current Digital Strategy Deliver content whenever, wherever your users
are
Kindle and iPhone?
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eReaders and Smartphones
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eReaders
SONY
Smartphones
Mobile Computers
Media Rec/Play
Handheld GamesCell Phones
Mobile Devices
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eReaders
SONY
Smart Phones
New Channels
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E-Channels
Print Replacement
Storefronts
MultimediaCommunities
Blogs
Podcasts
Widgets
Mobile Devices
Print-on-demand
Custom Publishing
Wikis
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MARKET INTELLIGENCE
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Content Delivery Preferences
110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
E-mail alerts Blogs or weblogs RSS feeds Podcasts Video casting
Scientists
Faculty
Graduate & Under-graduate Students
Copyright @2008 Outsell, Inc. http://www.outsellinc.com
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Content Delivery Preferences
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Copyright @2008 Outsell, Inc. http://www.outsellinc.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
E-mail alerts Blogs or weblogs
RSS feeds Podcasts Video casting
Clinicians
Nursing/ Allied Health
SmartPhone Market Share
13Marketshare data from Gartner report "Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008"
Symbian OS
iPhone OS
RIM Blackberry
Windows Mobile
Linux
Palm
OS
Estimated eReader Marketshare
14Cleantech Group report: E-readers a win for carbon emissionsAugust 19, 2009 http://bit.ly/2YgHbO
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NAVIGATING THE OPTIONS
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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
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ASSESSING RETURN
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What is the effort versus ROI? Determine what your goals are:
Increase visibility Reach new audiences Building brand Increase revenue
How well do any of these channels help you reach your goals?
What is the effort required for each?
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Increase Visibility
Effort
Kindle
Blogs
Podcasts
VideosRSS
iPhone
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Reach New Audiences
Effort
Kindle
Blogs
Podcasts
VideosRSS
iPhone
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Building Brand
Effort
Kindle
Blogs
Podcasts
Videos
RSS
iPhone
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Increase New Revenue (Direct Effect)
Effort
Kindle
Blogs
Podcasts
Videos
RSS iPhone
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HIGHWIRE’S MOBILE WORK
Kindle and iPhone!
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Early Focus – 4 Directions Standard Digital Deliver Platform – “H2O”
Clean, well-structured content Use of standards makes interacting with any of the new
channels easier Interface designed to work well with smartphones Set up for RSS, which can be used through many channels
Generic Mobile - website optimized for small screens Fewer options, less eye candy Bigger links for fat fingers Optimized for current issues Light-weight displays for low bandwidth networks
Kindle – as an example of e-readers iPhone – as an example of smartphones
Kindle and iPhone What are the use cases?
Kindle - Users want to keep up iPhone - Users want to keep up and look up
Kindle Low cost: RSS feeds High cost: Full text delivery
iPhone Low cost: well-formatted websites work now High cost: Build an app to deliver either full text
or alerts
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eReaders: Kindle
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1. RSS feeds through Kindle
2. Easy issue-reading
High quality subscribing user experience
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Smart phones: iPhone H2O sites are already
designed for compatibility with iPhone
Working on: iPhone applications for scholarly content
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CAVEATS AND LIMITATIONS
Back to 1995? Devices are inherently limited Lots of rapid change is likely Keep an eye on:
Data integrity Content leaks Licensing terms Cannibalization Measuring usage
Beware of too many bells and whistles that users won’t pay for
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Kindle limitations Like web browsers in 1995
primitive handling of markup images are limited in size and depth browsing is awkward
Device is basically single use only (reading) US market only right now Whispernet is spotty Subscription delivery requires Amazon storefront Subscriber information and usage data are limited PDF capabilities are limited Non-standard pagination (“locations”) Dependent on Storefront, Amazon takes a big cut Discoverability – Amazon store is large and unfocused
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iPhone limitations Small screen
Limits readability More useful for looking things up
Slow network Text entry is awkward, difficult , and error-prone Expensive device to maintain Dependent on storefront
Can’t do PPV without using Apple’s e-commerce (Apple takes a cut)
Doesn’t tie in with subscription system, can’t bundle or otherwise recognize users
Discoverability – app store is huge and unfocused
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WHERE TO BEGIN
Kindle and iPhone Starting Points Both have low/no cost option
RSS feeds in Kindle Full text through browser in iPhone
Good way to get started Find out about your users through uptake
and usage of these options
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If you do nothing else…
Site design for maximum distribution Clean content, standards-based
RSS feeds Can be delivered to any mobile device
and many channels Utilize existing distribution channels
and storefronts Put videos on YouTube, SciVee, etc RSS feeds in Amazon Podcasts in iTunes
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Summary Invest in clean, portable content Evaluate which opportunities match your
customers Evaluate which opportunities match your
content Determine your goals: monetization,
visibility, new audience, increased accessibility
Get started!