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Business Models for E-Books
A Look into the Future
David BallUKSG Conference 2007
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Summary
• Digital natives• Current student use of
electronic resources• The new ecology - virtual
learning environments (VLEs)• Outcomes of the SUPC tender
investigations• Where do we go from here?
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The Digital Natives
The average 21-year-old has:• Spent 5,000 hours video-gaming• Sent 250,000 emails/messages• Spent 10,000 hours on a mobile
‘phone• Spent 3,000 hours online“ Their preference is for sharing, staying
connected, instantaneity, multi-tasking, assembling random information into patterns, and using technology in new ways.” - Marc Prensky
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The Digital Immigrants
Are less likely to have:• An iPod or equivalent• Posted material on the web• Created a blog or profile on
MySpace• Downloaded content such as
music, film• Taken a picture with a mobile
‘phone
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Student Use of E-Resources
Tenopir’s survey of surveys shows drivers:– Young users inhabiting electronic world– Convenience – desk top, speed, save/print
Health science library usage: 28,000 full text downloads; 1800 uses of
print (Morse and Clintworth) Bournemouth University:
– 128% rise in full-text downloads over 4 years– Heavy undergraduate use of journal articles– 72% of nursing students’ last access from
home
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Bournemouth E-Journal Statistics
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Bournemouth E-Book Statistics:
Ebrary Aug 2006 – Mar 2007
Logins 24,121Book views 38,611Titles viewed 9893Pages viewed 476,102Pages copied/printed 26,789
Background: Academic Complete Collection of ca. 38k titles, not in OPAC
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Bournemouth E-Books Statistics:Lessons
• 1.6 book views per login – probably 2-2.5 allowing for null searches?
• 20 pages viewed per login – probably more allowing for null searches
• 1.1 pages copied/printed per login• Over 10% of book issues• Killer statistic: 26% of titles have
been viewed – not in OPAC, not on reading lists
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Recent US Research on Undergraduate Usage of E-
books
• Students prefer e-journal articles to e-books – shorter
• Key factor is electronic availability, not publication type
• Students read e-books very selectively, not cover to cover
• Students are unfamiliar with the OPAC, preferring the web
(Hernon et al.)
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Memo to Publishers
If your content is not available electronically students won’t use it, much less buy it. If students are not using hard copy, libraries will not buy it.
“No reading list should have more than two titles on it. Learning is problem/ project/work based.” – new head of business school
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Virtual Learning Environments
“The components in which learners and tutors participate in ‘online’ interactions of various kinds, including online learning” • Controlled access to curriculum • Tracking student activity and
achievement • Support of on-line learning • Communication between the
learner, the tutor and others• Links to other administrative
systems
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VLE as a Transformational Technology
• Digital natives• Digital learning environment• Interactions with lecturers, other
learners and administrators will be increasingly by electronic means
• Core learning resources created by lecturers will be available through VLE
• Students’ expectation will be for all learning resources to be so
• MyBU
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Integrating into the VLE - 1
Pathways to information:• VLE as one-stop-shop• Use of library catalogues/portals
will decline• Embed/link to resources at point of
need• Encourage use of wide variety of
resources• Re-engineer information
architecture
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Integrating into the VLE - 2
Interaction with students:• Exploit VLE functionality and
structures• Integrate into courses, units at
point of need• Use quizzes, discussion boards• Virtual classroom for remote
students
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The Position Today
• Existing heavy use of e-journals by undergraduates
• Electronic medium the norm for students’ social and leisure pursuits
• Electronic medium becoming primary in HE
• Need for e-book content
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E-Books: Problems and Obstacles
• Lack of a clear open standard for operating systems;
• Fears about the protection of content and the rights of the content owner in the context of giving users flexibility;
• Lack of appropriate content in suitable quantities;
• Pricing of titles, software and hardware;
• Lack of integration into the general market for books. (Herther)
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SUPC E-Books Tender
• Developing market place• Virtual Learning Environments• Fluid business models−Mimic hard-copy business models− Trend towards bundling/Big Deal
• Avoid what happened with e-journals− Publishers determined business
models− Price tied to historical hard-copy spend
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Preparing the Specification
Aim to provide agreements that:• Were innovative and flexible• Exploited the electronic medium fully• Focused on users’ needs not libraries’• Encouraged the addition of library-
defined contentTwo distinct requirements:
• Requirement A – a hosted e-book service from which institutions can purchase or subscribe to individual titles
• Requirement B – a hosted e-book service of content that is specified by the institutions
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List Price?
• The 3 general aggregators offer pricing based on publisher’s list price
• 1190 common titles from 4 publishers were compared
• Many titles have no common list price in e-form
• Average e-book price for the common titles varied from $99.9 to $102.2, a spread of 2.3%
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Prices: Hard Copy vs. E
• One aggregator, offering outright purchase and only 1 simultaneous user, allowing for discounts and VAT:− E-book: 155% of list price−Hard copy: 85% of list price
• E-book is 82% more expensive• Book budget buys 45% less e-
books than hard-copy books
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Relative Pricing (Requirement A)
• Purchase of 1500 titles− Least expensive 63% of most
expensive • Subscription over 3 years to 1500
titles− Least expensive a fraction of most
expensive• Most expensive allows only single-
user access• Other models: one concurrent user
(hard copy); up to ca.320 accesses to title each year
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Bespoke Subject Collections(Requirement B)
• First subject – nursing; others to be determined
• Core lists of 200 and 600 titles prepared by 4 universities and the Royal College of Nursing
• Only general aggregators interested
• Maximum of 13% available from any one
• Aggregators have agreements with some of main publishers
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E-Textbooks?
• Obvious advantages for libraries: no multiple copies or SLCs, staff savings
• BUT 80% of publishers’ textbook revenue is from individuals - not available
• How many list titles are textbooks; how many are recommended reading?
• Malign influence of US textbook-based reaching?
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Contract Award
• Requirement A: Ebrary and Proquest Safari−Offer innovative models, value for
money, flexibility and academic content of interest to members
− Exploit electronic medium in terms of granularity and multi-user access
• Requirement B: Ebrary − Flexibility and willingness to work
openly−Disappointing progress
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JISC E-books Observatory Project
• 3-year project 2007-2009• License collections relevant to
courses in business, engineering, medicine, media
• Make collections available from Sept 07 to Sept 09
• Deep log analysis Jan-Dec 2008(See http://
www.jiscebooksproject.org/)
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Future Business Models
Publishers and intermediaries (incl. libraries) have to provide what the end-user wants:
• Electronic, electronic, electronic• Focused on user’s perceptions and
culture• Focused on content not publication
type• Enabling personalisation• Single easy interface for search and
retrieval
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Future Business Models/2
• Models must be acceptable to and viable for publishers, intermediaries and end-users
• Models must be adjusted to VLEs as the predominant means of delivery
• Boundaries will shift – e.g. textbooks to course cartridges
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Books Were Us
“When simple change becomes transformational change, the desire for continuity becomes a dysfunctional mirage” - The Mirage of Continuity (1999) Hawkins & Battin
“To remain what it is, the library must change . . . if it does not change, it will not remain what it is” - David Penniman, University at Buffalo
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But what do you think?
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References
R. Everett MLEs and VLEs explained, London, JISC, (2002). Available at: http://www.jisc.ac.uk/index.cfm?name=mle_briefings_1
P. Hernon et al. “E-book Use by Students: undergraduates in economics, literature and nurisng”, Journal of Academic Librarianship, 33 (1), pp. 3-13 (2007)
N.K. Herther. “The E-book Industry Today: a bumpy road becomes an evolutionary path to market maturity”, The Electronic Library, 23(1), pp. 45-53, (2005).
D.H. Morse, W.A. Clintworth. “Comparing Patterns of Print and Electronic Journal Use in an Academic Health Science Library”, Issues in Science and Technology Librarianship, 28, (2000). Available at: http://www.library.ucsb.edu/istl/00-fall/refereed.html
C. Tenopir. Use and Users of Electronic Library Resources: an overview and analysis of recent research studies, Washington, Council on Library and Information Resources, (2003). Available at: http://www.clir.org/pubs/reports/pub120/pub120.pdf