new markets for scholarly publishers: iphone, kindle and other mobile devices

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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!

Thank You!

Kristen Fisher Ratan

kristen@highwire.stanford.edu