Rumela Mitra

Industry Director, IT & Software Markets

Corporate Markets/Databases

rumela.mitra@springer.com/+16463843487

2015 ICSTI Berlin

Presentation for ITOC

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Topic: Supporting Innovation at the End-User Level

• Springer today

• New Corporate Markets/Databases group

• Understanding the corporate researcher better

• Saving time, saving money, helping drive innovation

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Springer Overview• Leading Global STM Publisher• 2,200 + Journals• 8,000 new book titles published per year• Global Reach of Over 10 Million• Largest Open Access Portfolio, >350 Journals• > 7,000 employees in 25 Countries• Databases include Materials, Protocols, Adis• Owns Papers software and InfoChem• New Corporate Markets/Databases group formed in 2014

1904 1921 1922 1944 1963 1991 2002

J.P. Pavlov

Medicine

Albert Einstein

Physics Niels H. de Bohr

PhysicsOtto Hahn

Chemistry Sir John Eccles

Medicine

Bert Sakmann

Medicine

Kurt Wüthrich

Chemistry

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Springer’s Global Presence

Argentina / Australia / Austria / Brazil / China / France / Germany / India / Italy / Japan / Malaysia / Mexico / Morocco / The Netherlands / New Zealand / Russia / Singapore / South Africa / South Korea / Spain / Switzerland / Taiwan / Turkey / United Arab Emirates / United Kingdom / USA

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Springer’s Global Presence

Argentina / Australia / Austria / Brazil / China / France / Germany / India / Italy / Japan / Malaysia / Mexico / Morocco / The Netherlands / New Zealand / Russia / Singapore / South Africa / South Korea / Spain / Switzerland / Taiwan / Turkey / United Arab Emirates / United Kingdom / USA

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Who’s buying it?

~20%Corporations

Individuals

~80%Academic

Libraries33%Books

65%Journals

What are we selling?

2%Other products

68%online deals

34%eBooks

66%Books

Springer STM Business Basics

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Springer has a 5 year Strategic Plan

• Current plan runs from 2012 to 2016

• 8 Key Areas of Focus on which we will build the future Springer products and services for our customers

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Two primary users of our content in Industry

Scientists Engineers

Journals BooksDatabases Software tools

Usa

ge

Journals BooksDatabases Software tools

Usa

geA product manager of SpringerMaterials estimates: Scientists

probably use more journal content while Engineers find databases more useful.

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Patent AnalyticsThemescape– the higher the hill, the more patents

9

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Market Intelligence

10

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Corporate researchers rely heavily on Google web search and Google Scholar for content discovery

Almost three quarters of

corporate users started their

search on Google web search

or Google Scholar

Other important referrers

include A&I databases,

CrossRef links, library websites

and TOC alerts

Results are very much in line

with data from the Springer for

R&D web analytics tool

Google web search; 50%

Google Scholar; 24%

Abstract & Index-ing; 7%

Reference link-ing; 6%

Library website; 4%

Direct visit; 4%

eMail alert; 4%

Recommen-dation, 1%Other; 2%

Where did you start this visit to the Springer for R&D website, or who directed you to Springer for

R&D?

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I skimmed it just to get the main idea

I read only specific sections

I read it and paid attention to the main points

I read parts of it with great care

I read all of it with great care

22%

30%

21%

17%

10%

During your current visit to Springer for R&D, how closely did you read an article or book?

Few users read the whole chapter/book or article with great care, selective reading is much more the norm

Reading behavior can range from

brief skimming of the content to

detailed reading

The majority of users read the

content selectively

We see 3 major reading behaviors:

reading specific sections (30%),

skimming to get the main idea

(22%), and reading and paying

attention to the main points (34%)

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Establish contacts with other researchers

Increase chances of success with patent application

Improve an operational process

Make better business decisions based on factual data

Prepare an experiment or trial

Pursue new project or technology

Stay up-to-date in my field

Get background info on topics related to core research area

Identify current research on a specific topic

2%

2%

7%

9%

19%

20%

21%

43%

49%

What is the primary purpose of your current visit to Springer for R&D?

Corporate researchers use Springer for R&D to stay current in their fields as well as gain insights in research topics, concepts and methodologies in their core research areas

Often this is done in the conceptual phase when they pursue new projects or technologies or prepare an experiment

We need background research information to plan new

experiments and to keep our selves up to date with latest work done in our core areas.

(Researcher, Biotechnology, India)

“

“ Multiple answers possible

Reading ‘current research’ and getting ‘background info’ are the most common tasks corporate users want to accomplish on Springer for R&D

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Increasing my chances of success with patent applications

Establishing contacts with other researchers

Supporting a business decision

Saving time by not duplicating research

Making better business decisions based on factual data

Improving an operational process

Basing my R&D projects on reliable content

Pursuing a new project or technology

Preparing an experiment or trial

Staying up-to-date in my field

Getting background information

Identifying current research on a specific topic

21%

50%

26%

16%

How important is the content you use on Springer for R&D to reaching the fol-

lowing goals?

Most impor-tant

2nd most important

Accessing the latest research results is crucial for corporate researchers

Users were also asked to rank specific tasks and goals by importance

Half of them said that ‘identifying current research’ was the most important goal, emphasizing how crucial it is for them to have access to up-to-date research results

Many value Springer for R&D also as a ‘knowledge hub’, where they can get background info on specific topics

“Springer for R&D provides me with the latest developments in

my research area.(Researcher, Engineering, USA)

“

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1 – Not useful at all

2

3

4

5 – Very useful

0%

4%

25%

39%

32%

Overall, how useful is Springer for R&D for your work?

““

I find a lot of valuable information for my research related work on Springer for

R&D and I use this service on a weekly basis.

(Researcher, Chemical Manufacturing, Lithuania)

Over 70% of corporate users find Springer content (very) useful for their work

They appreciate that they can easily find a vast amount of relevant and high quality content

Those who say that Springer content is not that useful mainly complain about not having full-text access to the content

Majority says that Springer content is (very) useful

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To retrieve content that helps planning my experiments

and to stay up to date with the research. To know the

recent ongoing technologies.

(Researcher, Chemical Manufacturing, Japan)

This is almost like a research Wikipedia to us. Springer has become an

essential tool to find necessary research articles.

(Researcher , Biotechnology, India)

A lot of time and money is saved by finding work

done by others and buying the technology

rather than "reinventing the wheel".

(Researcher, Chemical Manufacturer, Australia)

Why is Springer for R&D useful for you

work?

Because it is very informative, knowledgeable, provides

professional information in all the areas it covers. At times I

have the sense that Springer is peerless whether in Europe or

the United States.

(Researcher, Pharma, Singapore)

For finding the relevant studies for projects which require most recent

information on drugs and diseases, on the basis of which a conclusion is drawn.

(Researcher, Pharma, France)

Contains many of the papers I need to conduct my research.

(Researcher, Biotechnology, New Zealand)

I can obtain most of my research related work by

using either Springer journals or books.

(Researcher, IT & Software, India)

Provides access to research published in high quality

scientific journals.

(Researcher, Agriculture, USA)

Provides high-quality research

useful to my work.

(Researcher, Finance & Banking, Brazil)

The work we do is not something our group was specifically

designed to do so we need good resources to demonstrate the purpose/value of what we are doing or the advise we give.

(Researcher, Food Science, USA)

Very large selection of journals and high-quality books. Easy to search.

(Researcher, Chemical Manufacturing, USA)

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Researcher do not want to lose time in searching for necessary information – quick and easy access is required

How could publishers help you to better achieve your goals (to get your job done)?

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Market Intelligence, Hospitals & Health End UsersIndustry Director

Key Findings:

• Lots of clinical questions are answered by colleagues or internally produced guidelines

• A surprising number of searches begin and end with Google and only “free” resources are utilised

• Journals, MedLine, occasionally UpToDate are the most frequently utilised library resources

• Little knowledge of what content costs or who is responsible for acquiring it

• Very few patient focused clinicians are using ebooks

• Confidence in ability to find appropriate content, biggest frustration is lack of access and outdated platforms

• No one searches on SpringerLink

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Market Intelligence, Oil & Gas End Users

Key Findings• Key Personas: Geologists, Geophysicists, Engineers, Software Developers, Chemists

• They use a lot of proceedings and case studies

• They write mostly proceedings and case studies

• Patent material important

• Promotional Material and Sales Offers need tailoring to different types of companies

“Well Data and Analogues”

“Standards”

“Catalysts”

“Algorithms, Code”

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Market Intelligence, Pharma & Biotech End Users

Discovery Preclinical Clinical Launch Post-launch

Content Needs: Through the Drug Lifecycle

CHEMISTRY, CELLBIO, BIOCHEM, MOLECBIO, NEUROSCI, GENOMICS

PHARMACOL, TOXICOL, PHARMASCI, BIOTECH, BIOPHYSICS, BIOMEDICINE

CARDIO, IMMUNOLOGY, ONCOLOGY, RHEUMATOL, DIABETES…

STATISTICS FOR LIFE SCIENCES, STATS METHODS & THEORY

PHARMACOVIGILANCE

PHARMACOECONOMICS & OUTCOMESSPRINGER MATERIALS

SPRINGER PROTOCOLS

ADIS CTI, BMC ISRCTN

ADIS RDI

ADIS PVI, REACTIONS PS

SPRINGER IMAGES

PAPERS

Journals and Books

Databases and Services

PATENTS

NEWS

TRIAL DESIGN

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Market Intelligence, IT & Software End Users

∙Top R&D trends revolve around data analytics, machine learning, cloud computing to name a few examples∙2% of survey respondents do publish their own research∙30% of survey respondents do use patent information in their workflow

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Adis Insight can provide you data & information at drug discovery, development and commercialization stages.

Basic Research Discovery Pre-clinical Clinical trials Registration Marketed

R&D Insight tracks and evaluates drugs worldwide

ClinicalTrials Insight captures ongoing trials and trial results

Pharmacovigilance Insight allows access to adverse drug reaction reports, drug safety studies and regulatory news

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InfoChem Copyright © 2014 Dr. Josef EiblmaierInfoChem GmbH

23 / 25

Diazepam OR Valium OR Ansiolisina OR Diazemuls OR Relanium OR Stesolid OR Apaurin OR Faustan OR Seduxen OR Sibazon OR Methyldiazepinone OR Calmocitene OR Neurolytril OR Bialzepam OR Ceregulart OR Condition OR

Diazetard OR Liberetas OR Relaminal OR Serenamin OR Tranquirit OR Ansiolin OR Apozepam OR Atensine OR Bensedin OR Calmpose OR Diacepan OR Diazepan OR Dipezona OR Domalium OR Kiatrium OR Paranten OR

Quetinil OR Quiatril OR Quievita OR Renborin OR Ruhsitus OR Seduksen OR Serenack OR Serenzin OR Stesolin OR Tensopam OR Tranimul OR Tranqdyn OR Unisedil OR Valitran OR Alboral OR Aliseum OR Amiprol OR Armonil OR

Assival OR Cercine OR Diastat OR Dienpax OR Eurosan OR Freudal OR Frustan OR Gihitan OR Horizon OR Lembrol OR Morosan OR Saromet OR Sedipam OR Setonil OR Sonacon OR Umbrium OR Atilen OR Dialag OR Diapam OR

Duksen OR Eridan OR Levium OR Paxate OR Plidan OR Vatran OR Velium OR Duxen OR Lamra OR Paxel OR Relax OR Solis OR Valeo OR Vival OR Vivol OR Zipan OR Noan OR Usempax ap OR Azedipamin OR Britazepam OR

Calmociteno OR Centrazepam OR Kabivitrum OR Ortopsique OR Valrelease OR Ansilive OR Anxicalm OR Anxionil OR Benzopin OR Calmaven OR Chuansuan OR Desconet OR Desloneg OR Diaceplex OR Diazepin OR Gewacalm OR Jinpanfan OR Mentalium OR Metamidol OR Nixtensyn OR Novodipam OR Pacitran OR Paralium OR Prozepam

OR Psychopax OR Radizepam OR Simasedan OR Trankinon OR Trazepam OR Valaxona OR Valiquid OR Valuzepam OR Vanconin OR Antenex OR Arzepam OR Betapam OR Diapine OR Diaquel OR 7-Chloro-1,3-dihydro-1-methyl-5-

phenyl-2H-1,4-benzodiazepin-2-one OR NCGC00178168-01 OR WLN: T67 GNV JN IHJ CG G1 KR OR 2H-1,4-Benzodiazepin-2-one, 7-chloro-1,3-dihydro-1-methyl-5-phenyl- OR CPD000058398 OR SAM001246536 OR

SMR000058398 OR 439-14-5 OR 7-Chloro-1-methyl-5-phenyl-3H-1,4-benzodiazepin-2(1H)-one OR 7-Chloro-1-methyl-2-oxo-5-phenyl-3H-1,4-benzodiazepine OR 7-Chloro-1-methyl-5-phenyl-2H-1,4-benzodiazepin-2-one OR

C06948 OR D00293 OR 5-24-04-00300 (Beilstein Handbook Reference) OR D003975 OR A3662/0155188 OR I06-0194 OR 1-Methyl-5-phenyl-7-chloro-1,3-dihydro-2H-1,4-benzodiazepin-2-one OR 7-Chloro-1-methyl-5-3H-1,4-

benzodiazepin-2(1H)-one OR 7-chloro-1-methyl-5-phenyl-3H-1,4-benzodiazepin-2-one OR DZP OR Dap OR Pax OR 11100-37-1 OR 53320-84-6 OR InChI=1/C16H13ClN2O/c1-19-14-8-7-12(17)9-13(14)16(18-10-15(19)20)11-5-3-2-4-6-

11/h2-9H,10H2,1H

...

(343 Synonyms!)

„Full Text Searching is sufficient!“

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Main objective of the new Corporate Markets/Databases group

1. Understand industry (market research roadmap). Use internal and external sources, feed knowledge back within Springer.Create feedback community to test new ideas

2. Drive impact of existing content

• Improve content offering, within (“content pockets”) and across industries (“horizontals”)

• Gather, evaluate, execute ideas for new products

• Gather, evaluate, follow M&A ideas of databases

3. Be the face of Springer to R&D professionals in key industries

4. First four verticals: Oil & Gas, IT & Software, Pharma & Biotech, Health & Hospitals

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A new corporate initiative: “content pockets” and “horizontals”

Other Hospitals & Health

Pharma IT & Software

Electronics Automotive Oil, Gas & Geo

Other

Mapping

Statistics

Bioinformatics

Analytical techniques

Displays and thin films

Storage systems

Optical and electronical materials

Fracking

Microscopy

Polymers

Surface technology, lubricants

Mobile comms

UX

Diabetes

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2015 Subverticals marketing in “High Tech”: what interests the CIO, patent/IP lawyer, VP of R&D, CTO, product engineer etc.? Do we understand these end-user profiles and their workflow? 1. Display / Thin Films (OLEDs

2. Electronic Circuits and Systems

3. MEMS* (Micro Electro Mechanical Systems)

4. Telecommunications

5. Pattern Recognition / Computer Vision

6. Internet of Things

7. Robotics and Artificial Intelligence* (Across verticals)

8. Intelligent Transportation* (Tech & Automotive)

9. Privacy, Data, Ethics, Cryptology* (many industries)

10. Bioengineering* (Tech, Healthcare/Medicine/Biotech)

11. eCommerce / Recommenders (ex: Amazon)

12. Semiconductors

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Reaching the pragmatic end-user such as a coder, a developer, a programmer, a corporate user group: messaging for Game Developer’s Conference/SXSW:

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Highlight: Cambridge Tech Summit where Springer invited leading innovative CEOs to present:

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Q & A

Open discussion

Thank you!