building web scale for libraries
DESCRIPTION
Building Web Scale for Libraries. VALA. 7 February 2007. Stuart L. Weibel Senior Research Scientist OCLC Programs and Research (Standing in for Robin Murray) VP for Global Development. OCLC Enterprise Product Strategy - Bringing Web-Scale to Libraries. Robin Murray - PowerPoint PPT PresentationTRANSCRIPT
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VALA
7 February 2007
Stuart L. WeibelSenior Research ScientistOCLC Programs and Research(Standing in for Robin Murray)VP for Global Development
Building Web Scale for LibrariesBuilding Web Scale for Libraries
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OCLC Enterprise Product Strategy - Bringing Web-Scale to Libraries
OCLC Enterprise Product Strategy - Bringing Web-Scale to Libraries
Robin MurrayVice-President Global Product Management
September 2007
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OverviewOverview
Today’s Web Environment
The importance of ‘Web-Scale’
• Search Engine Optimisation, The ‘Long Tail’
The Library environment & web-scale
The OCLC Enterprise Product Strategy
• Enterprise Product Architecture
• Building Web-scale
Global Roll-out Issues
Summary
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Reduce unnecessary fragmentation and redundancies
Create system-wide efficiencies
Increase the impact of libraries
Make the network work for libraries
Put librariesat the point of need
Create Web Scale
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The importance of Web-scale - examplesThe importance of Web-scale - examples
Search Engine Optimisation
The ‘Long-tail’
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Search Engine Optimisation the Library Brand and Library UseSearch Engine Optimisation the Library Brand and Library Use
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How to OptimiseHow to Optimise
Increase traffic
Promote linking
• Social networking
• Persitent URLs
Build ‘URL equity’
• URL structure
• Focus links on single URLs
• Aggregate web disclosure
Exponential return…
Only web-scale will get near the first page
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Union Catalogs, FRBR and Serach Engine OptimizationUnion Catalogs, FRBR and Serach Engine Optimization
Build equity in the work URL
• Globally aggregated web disclosure
• FRBR Don Quixote work viewaggregates information from 2,367 editions in 40,212 libraries
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The Long Tail…The Long Tail…
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The Library Long Tail(using holdings as measure of popularity)The Library Long Tail(using holdings as measure of popularity)
Nu
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Items ranked by system-wide popularity
“Head”
“Long Tail”
Head:Top 10% of WorldCat records (ranked by holdings)account for 80% of total WorldCat holdings
Long Tail:Bottom 90% of WorldCat records (ranked by holdings)account for 20% of total WorldCat holdings
Figure not drawn to scale;for illustration purposes only
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Releasing the Long TailReleasing the Long Tail
Unified Discovery
• Web-scale
Rich connections
• Recommenders
• Tagging, usage stats, faceted browse…
• All benefit from network effects AND connection concentration
• URL equity
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Libraries and the Long TailLibraries and the Long Tail
Nu
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Items ranked by system-wide popularity
By comparison, Chris Anderson (The Long Tail, 2006) reports:
Amazon: ~ 25% of sales from the “long tail”Netflix: ~ 20% of sales from the “long tail”
• 20% of collection accounted for 90% of use• ‘Long tail’ accounted for 10% of use(2 research libraries over ~4 years)
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Libraries Need…Libraries Need…
Web Scale presence
Optimised disclosure to search engines
Efficient systems for mobilising the long-tail
• Web-scale recommenders
• Web-scale usage data
• Web-scale social networking
• …
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But…But…The library presence is disaggregated and disconnected…
Local Libraries Group Systems
Global Systems
Web
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OCLC Product Strategy – Bringing Web-Scale to Libraries…OCLC Product Strategy – Bringing Web-Scale to Libraries…
The enterprise product architecture
• How we are organized to deliver
The ‘fly-wheel’ business strategy
• Concrete product initiatives against the fly-wheel
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Enterpriseproductarchitecture
Local
Global
Group
WorldCatGrid
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Network level
Web-scale
OCLC’s unique strategic advantage is the ability to deliver local, group, and global solutions that simultaneously leverage the value of the network, and add value to the network.
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Enterprise Product Architecture Enterprise Product Architecture
Content & Metadata Services
Grid Services
The content &Metadata that underpins all our services
The network interfaces &common components that share services acrossnodes and product lines
The specific product lines which provide access to services and automate business processes.
Product Lines
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Enterprise Product Architecture : Organizing to deliver…Enterprise Product Architecture : Organizing to deliver…
En
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EU
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Picarta
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End-userEnvironment
Portfolio
End-userEnvironment
Portfolio
Delive
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Delivery PortfolioDelivery Portfolio
Man
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ManagementSystems Portfolio
ManagementSystems Portfolio
Grid Services Data utilities Network servicesStandards Common ComponentsDeveloper Network Registry Infrastructure
GridServices Portfolio
GridServices Portfolio
Content & Metadata Services WorldCat Cataloguing…Registry ContentBatch Loading Data Expertise…
MetadataServices Portfolio
MetadataServices Portfolio
3rd P
arty
Co
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NetL
ibrary
FirstS
earch
3rd PartyContentPortfolio
3rd PartyContentPortfolio
Dig
ital Rep
osito
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CO
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EN
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DigitalRepository
Portfolio
DigitalRepository
Portfolio
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Provide the most compelling Web-Scale presence for libraries
WorldCat.org : Focus on what users do…• Keep it simple…
Add social networking features• Reviews & rating improvements
• Personal lists, recommendations
• Tagging
• Build community
Add features• WorldCat Identities
Search Engine Optimization• Maximize efficiency of Search-engine access
• URL structures
• Motivate linking
Every library should realize they NEED to be represented on worldcat.org
Build Web Scale
FY 08 initiatives
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Leverage the value of Web-Scale into end-user solutions for LibrariesLeverage the value of Web-Scale into end-user solutions for Libraries
Leverage the value of Web-Scale into end-user solutions for Libraries
Discovery• Launch and widely deploy WorldCat Local
• Add features• Article metadata, Delivery options…
• Integrate WorldCat into End User Environments
Delivery• Worldcat.org / Local as the entry point
• Comprehensive & intelligent delivery options
• Electronic resource resolution
• Consortial borrowing
• Buy-it
• Home delivery – from pilot to product
Create Local Value
FY 08 initiatives
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Syndicate Grid services through partner programsSyndicate Grid services through partner programs
Syndicate Grid services through partner programs
Make data work harder
• xISBN, Audience-level,…
Integration components
• ILS Service integration
• Authentication / identity management…
Build community
• Developer network
Making it easier to participate & build web-scale
Maximize Uptake
FY 08 initiatives
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Cataloging• Move record capture upstream
• Generate efficiencies in cataloging, selection & acquisitions
• Radically improve batch-load
Digital Repository• Link local, group and global nodes
• Integrate physical and digital metadata
Electronic Resource Management• Investigate potential for network-based ERM
Physical Repository• Investigate potential for network-based
circulation/acquisitions
Reduce the cost of library management through Grid-enabled systems & services
Increase Efficiency
FY 08 initiatives
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Enrich the WorldCat Grid through greater data & service coverage
Greater data acquisition
• Global coverage (national library loads)
• Increase participation
• Add local data with global significance
New data types
• Registries…, Policy Directory
• Make the network work
Fuller integration of existing services
• Search Services, Circ Services, Authentication, IFM…
Move to the Network
FY 08 initiatives
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Global Issues - Regional Roll-outGlobal Issues - Regional Roll-out
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Although the relative size of symbols may not be an exact representation, the image visually represents the differences between markets in OCLC product heritage
Americas EMEA
ee
WorldCat-based productsCentralized services
eContent/digital contentNL, FS, PiCarta, ECO, etc.eLocal systems and institution-focused products
Asia Pacific
e
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EMEA
e
APAC
e
Americas
e
eGrid:
Content-enabled
Systems & Services
BUILDING WEB SCALEIncrementally delivering local & group systems
framework around our content & services
BUILDING WEB SCALEIncrementally delivering
our content & services into our local & group systems
BUILDING WEB SCALEIntegrating activity into a
coherent strategy that delivers web-scale,
content-enabled systems & services
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SummarySummary
Libraries need Web-Scale
The library infrastructure creates fragmentation and dis-aggregation
The OCLC Enterprise Product Architecture aims to:
• Link Local, Group and Global systems together to create network effects
• Incrementally build web-scale for libraries
Roll-out approach will be different in different regions to take account of the starting point
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Enterprise Product StrategyEnterprise Product Strategy
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EVERYCONNECTI
ONhas a
starting point.
Photographic Title SlideTitle Line Two
Photographic Title SlideTitle Line Two
Speaker’s NameSpeaker’s Job TitleOCLC
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One Column Paragraph LayoutOne Column Paragraph Layout
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—Name
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Thank You!Thank You!
Questions?
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Strategic Introduction to the State of Technology
Strategic Introduction to the State of Technology
Robin MurrayVice-President Global Product ManagementOCLC
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OverviewOverview
Introduction
Environmental Issues
• Technology suppliers / Market Dynamics
• The ‘Library system’ requirement
• User behaviour
• The Web environment
OCLC Response
• Enterprise strategy
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Personal BackgroundPersonal Background
20 years library technology experience
Fretwell-Downing Informatics
• Chief Technology Officer 1995
• Chief Executive Officer 1997
• Launched in
• USA 1998
• Australia 1999
• Netherlands 2002
• Raised Venture Capital 2001
• Sold the company to OCLC PICA 2005
Appointed Director of Strategy & Marketing OCLC PICA
March 2007 – Appointed Vice President Global Product Management at OCLC
Business / Library / Technology
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OCLCOCLC
Founded in 1967
• Over 50,000 libraries in over 100 countries use OCLC services
World’s largest library co-operative and supplier of systems & services to libraries worldwide
• Public, Academic, Corporate
Mission Statement
• OCLC exists to further access to the world’s information and reduce library costs by offering services for libraries and their users.
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OCLC Online Computer Library Center
OCLC Online Computer Library Center
OCLC Headquarters in Dublin, Ohio, U.S.A. 1,400 EmployeesOther Offices in the U.S.A. Offices Outside the U.S.A.California – Ontario and Santa Rosa Canada – Calgary, Winnipeg & MontrealNew York – New York City France – Paris Pennsylvania – Bethlehem Mexico – Mexico City Washington – Lacey and Spokane The Netherlands – LeidenWashington, DC United Kingdom – Sheffield .
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979
3,639
795
4,943 43,358
OCLC Customers & members worldwide
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Key OCLC ServicesKey OCLC Services
WorldCat – the world’s largest library database
• 70 Million bibliographic records
• 1 Billion item locations
Online Databases
• 5,000 electronic journals, 120,000 electronic books
Technology
• Library Management Systems, Digital Repositories, Digitisation services
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OCLC Product Portfolio StructureOCLC Product Portfolio Structure
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EU
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Picarta
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End-userEnvironment
Portfolio
End-userEnvironment
Portfolio
Delive
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WC
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L`IIA
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Delivery PortfolioDelivery Portfolio
Man
ag
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/Circu
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Un
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Cat
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ManagementSystems Portfolio
ManagementSystems Portfolio
Grid Services Data utilities Network servicesStandards Common ComponentsDeveloper Network Registry Infrastructure
GridServices Portfolio
GridServices Portfolio
Content & Metadata Services WorldCat Cataloguing…Registry ContentBatch Loading Data Expertise…
MetadataServices Portfolio
MetadataServices Portfolio
3rd P
arty
Co
nten
t
NetL
ibrary
FirstS
earch
3rd PartyContentPortfolio
3rd PartyContentPortfolio
Dig
ital Rep
osito
ry
CO
NT
EN
Td
m
DigitalRepository
Portfolio
DigitalRepository
Portfolio
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Environmental IssuesEnvironmental Issues
Technology suppliers / Market Dynamics
The evolving ‘Library System’ requirement
• “Synthesize, Specialize, Mobilize”
User behaviour
The Web environment
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Technology suppliers / Market Dynamics
Global market is steady-state
• Still significant opportunities in niches
Many first & second generation companies
• Owner-managed / first round VC backing
Need to generate growth to realise economies of scale
• Organic growth
• New markets
• Acquisition essential
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All companies with strategic vision• are looking to acquire…
• …or looking to be acquired
Significant further rationalisation will occur
Drivers:• Removing duplication – cost reduction
• Geographic coverage
• Niche players with ‘synthesizable’ services• Note new players will pop-up and be acquired
Technology suppliers / Market Dynamics
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Evolving Library RequirementsEvolving Library Requirements
Synthesize, Specialize, Mobilize
• See ariadne July 2006• http://www.ariadne.ac.uk/issue48/murray/
Some simple examples
Conclusions & Opportunities…
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Service Evolution…Service Evolution…
…System Revolution
…
Serials
Circulation
Acquisitions
Catalog
Collection
SynthesizedInformation
Space
Library ‘web services’
Non-library ‘web services’
Workplace applications
SynthesizedInformation
Space
Library ‘web services’
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Synthesize - to combine often diverse conceptions into a coherent whole.
Synthesize
Mobilize
Specialize - involve specific knowledge in order to serve a particular purpose; to apply or direct to specific end or use.
Specialize
Mobilize - to put into actionWorkplace applications - points of need
• Local service• Local added value• Local context• Local knowledge
Library SystemsLibrary Systems
Atomic Library Services Atomic ‘non-Library’ Services
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Mobilize
Value - Created by broadening scope of synthesization
Value - Created by broadening scope of mobilization
Value - Created by generating tight, minimal Interface definition- KEY SYNTHESIZED SERVICES
Adding Value…Adding Value…
Synthesize
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Some ‘first-gen’ examples…Some ‘first-gen’ examples…
Synthesize
Specialize
Mobilize
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Synthesize - DiscoverySynthesize - Discovery
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Synthesize - Discovery
Synthesis allowsvalue-added servicesto be applied to alldata sets
Expect more of these
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Synthesize - DeliverySynthesize - Delivery
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SpecializeSpecialize
Synthesis enables specialization
• Local branding
• Local data sets & authorisation
• Localised data presentation
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SpecializeSpecialize
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Mobilize – “Getting in the flow”Mobilize – “Getting in the flow”
Synthesis enables mobilisation…
• Where are the users?
• Internet – search engines
• Intranet
• Workplace applications
• …
Mobilize D2D services to the point of need…
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Mobilize: Internet – OpenWorldCat…Mobilize: Internet – OpenWorldCat…
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Mobilize: Internet – OpenWorldCat…Mobilize: Internet – OpenWorldCat…
Synthesize, network
SEO for libraries
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Libraries • Synthesize, Specialize, Mobilize…
• be ready to synthesize new services that add value to their offering
• be ready to outsource internal services to network service providers who can realize economies of scale
• External focus - Mobilize!
SSM - Conclusions & Opportunities…SSM - Conclusions & Opportunities…
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Network service providers
• have to be looking for opportunities to provide new ‘synthesizable services’.
Systems providers
• opportunities for revolutionary systems
• have to ensure ‘plug-and-play’ compatibility with network services.
Standards Bodies
• External focus – mobilization
• Facilitate use of wider industry standards
SSM - Conclusions & Opportunities…SSM - Conclusions & Opportunities…
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User behaviour & the web environmentUser behaviour & the web environment
With thanks to Lorcan Dempsey, Chief Strategist, OCLC.
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Then: the user built their workflow around the library
Now: the library must build its service around the user workflow
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Then: resources were scarce and attention was abundant
Now: attention is scarce and resourcesare abundant
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Then: Web1.0 – static content, “hub-and-spoke”, little user interaction,
little re-use
Now: Web 2.0 - user-contributed content, peer-to-peer, social networking,
mash-ups
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The Web EnvironmentThe Web Environment
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Brand is the new real estate
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The rich get
richer
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OCLC Product StrategyOCLC Product Strategy
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Reduce unnecessary fragmentation and redundancies
Create system-wide efficiencies
Increase the impact of libraries
Make the network work for libraries
Put librariesat the point of need
Create Web Scale
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OverviewOverview
The enterprise product architecture
Building web-scale - the ‘fly-wheel’ business strategy
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Enterpriseproductarchitecture
Local
Global
Group
WorldCatGrid
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Library assets:• People
• Information objects
• Collections
• Policies
• Services
• Rights and licenses
• Vocabularies
• Institutions
• Other
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Enterpriseproductarchitecture
Local
Global
Group
WorldCatGrid
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Network level
Web-scale
OCLC’s unique strategic advantage is the ability to deliver local, group, and global solutions that simultaneously leverage the value of the network, and add value to the network.
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Enterprise Product Architecture Enterprise Product Architecture
Content & Metadata Services
Grid Services
The content &Metadata that underpins all our services
The network interfaces &common components that share services acrossnodes and product lines
The specific product lines which provide access to services and automate business processes.
Product Lines
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SummarySummary
Environmental Issues
• Technology suppliers / Market Dynamics
• The ‘Library system’ requirement
• User behaviour
• The Web environment
OCLC Response
• Libraries must build ‘Web Scale’
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Strategic Introduction to the State of Technology
Strategic Introduction to the State of Technology
Robin MurrayVice-President Global Product Management
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User behavior:Web-scale & the long tailUser behavior:Web-scale & the long tail
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Web-scaleWeb-scale
Search-Engine Optimization
The long-tail
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Search Engine Optimisation the Library Brand and Library UseSearch Engine Optimisation the Library Brand and Library Use
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Search Engine Optimisation – Aggregated DisclosureSearch Engine Optimisation – Aggregated Disclosure
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OptimizationOptimization
Build equity in the work URL
• Globally aggregated web disclosure
• FRBR Don Quixote work viewaggregates information from 2,367 editions in 40,212 libraries
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• URL is the currency of the web• Maximize equity in URLs
Mobilization targets…Sites with ‘gravitational pull’Mobilization targets…Sites with ‘gravitational pull’
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The Long Tail…The Long Tail…
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The Library Long Tail(using holdings as measure of popularity)The Library Long Tail(using holdings as measure of popularity)
Nu
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Items ranked by system-wide popularity
“Head”
“Long Tail”
Head:Top 10% of WorldCat records (ranked by holdings)account for 80% of total WorldCat holdings
Long Tail:Bottom 90% of WorldCat records (ranked by holdings)account for 20% of total WorldCat holdings
Figure not drawn to scale;for illustration purposes only
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Releasing the Long TailReleasing the Long Tail
Unified Discovery
• Web-scale
Rich connections
• Recommenders
• Tagging, usage stats, faceted browse…
• All benefit from network effects AND connection concentration
• URL equity
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Libraries and the Long TailLibraries and the Long Tail
Nu
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Items ranked by system-wide popularity
By comparison, Chris Anderson (The Long Tail, 2006) reports:
Amazon: ~ 25% of sales from the “long tail”Netflix: ~ 20% of sales from the “long tail”
• 20% of collection accounted for 90% of use• ‘Long tail’ accounted for 10% of use(2 research libraries over ~4 years)
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Union Catalogues – Purposes / Value PropositionsUnion Catalogues – Purposes / Value Propositions
‘Traditional’
• Efficient data maintenance
• Item location / Resource sharing
• Collaborative collection management
‘New’
• Aggregated web disclosure
• Web-scale library presence
• Data mining
• Benchmarking