www.bournemouth.ac.uk session 1: information value chain david ball

www.bournemouth.ac.uk

Session 1: Information Value

Chain

David Ball

www.bournemouth.ac.uk 2

Summary

Session 1• Information environment for

higher education• Information value chain – print

and electronic• Economics and consequences

Session 2• Consortia• Procurement of e-books


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


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


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

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


Bournemouth Statistics


Virtual Learning Environments (VLE)

“The components in which learners and tutors participate in ‘online’ interactions of various kinds, including online learning” (Everett) • 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


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


Questions?


The Value Chain: Concepts

• Authority

• Branding

• Monopoly

• Product-to-service shift


The Value Chain: Creation

• Author or compiler• Employed by publishers or

independent agents• Creator confers authority• Author as monopolist


The Value Chain: Publication

• Selection and editing of information into consumable form

• Authority - from imprint e.g. OUP

•from brand/title e.g. British Medical Journal

• Monopoly transferred from creator


The Value Chain: Publication - electronic

???


The Value Chain: Publication - electronic

• Authority diluted?• No physical production and

distribution• Physical realisation deferred

to end of chain - at point of use

• Libraries buy access - a service not a product


The Value Chain: Aggregation

• Bringing together in a coherent collection disparate information sources

• Libraries confer authority by virtue of selection

• Libraries are in control of budgets by selecting individual titles

• Traditional near monopoly for libraries


The Value Chain: Aggregation - electronic

???


The Value Chain: Aggregation - electronic

• No physical product• Aggregation role moves

elsewhere - to publisher or intermediary

• Institutional repositories• Library monopoly lost


The Value Chain: Access

• Core library activity• Physical access – buildings• Intellectual access –

catalogues, indexes etc.• Near monopoly for printed• Authority


The Value Chain: Access - electronic

???


The Value Chain: Access - electronic

• Library monopoly lost•Network connectivity•Search engines (Google

etc.)

• Authority of intellectual access/ organisation


The Value Chain: Use

• Reason for existence of chain• Users often also creators• Even with printed materials a

service not a product• Measuring usage• Measuring value for money


The Value Chain: Use - electronic

• First physical realisation • Accurate measurement of

usage• Value for money?


Product-to-Service Shift

• Hard-copy content is unchanging, for all, for ever

• Access to e-content is:• Time-limited• Archival rights?• Content changes?• Restricted access rights


Questions?


Cash-flow: Academic Publishing

User

Funder Library

Intermediary

Publisher

Creator


Economics: Intermediaries

• Income is difference between what library pays and publisher charges

• Booksellers –• Academic: discounts from

publishers of 0-35%• Mass-market: discounts from

publishers of 50% or more

• Serials agents - discounts from publishers average 6-7%


Economics: Publishers

• Copyright transferred from creator• Monopolists who set price• Do not discount journal prices for

libraries – • Discounting decreases market share

and profits: libraries spend savings elsewhere

• Raising prices tends to increase market share and profits: book funds cut


Economics: Creators

• No direct financial rewards• Indirect rewards:

• Academic reputation• More research grants• Higher salary/promotion


Rewards Go to the Publisher

• Particularly true for journals• Not rewarded for

dissemination• easy electronic alternatives• distributors not

recognised/rewarded

• Rewarded for validation• creating the scholarly record

through peer review


Open Access Journals

• Journals that do not charge readers or their institutions for the right to access, download, copy or print articles

• Now ca. 2500• Have similar costs – author or

institution pays (US$1000-3000)

• Importance of validation


Questions?


The Big Deal - What is it?

• Access to all of a publisher’s current titles, with some back-files

• 3-5 year licence• Based on previous print

subscriptions?• Annual inflation increases• No-cancellation clauses?


The Big Deal - Advantages

???


The Big Deal - Advantages

• Users - get more content• Libraries - predict inflation;

save on document delivery budgets

• Publishers - stable income


The Big Deal - More Content?

• Sweet-shop syndrome• North Carolina Science Direct

statistics:• 28% of titles = 75% of downloads• 34% of titles have 5 downloads or less• 57% of titles - 40% of usage in 1 month

• Emerald study (Ingenta Institute):• 47% of users view 1 title of 118• 40% of users view 2-5 titles• 44% of subscribers view 1 subject (of

10)


The Big Deal - Dangers

???


The Big Deal - Dangers

• Death of collection management?• Subscription decisions at publisher

level • Can we not subscribe?

• Book funds and non-big deal subscriptions suffer

• Higher impact factors because of availability - undermine other journals

• Publisher’s monopoly is intensified; national big deals exacerbate further


A Way Forward?

• Specify what you want, determine your budget/price, then go to market

• Need strength of a consortium • Consultation, specification,

tender, contract management• Involve and educate users• Support alternative publishing


Questions?

www.bournemouth.ac.uk session 1: information value chain david ball

Documents