The STM Publishing Value Net An Increasingly ... - OECD

The STM Publishing Value Net

An Increasingly Complex Picture

Paris, OECD, Working Party of the Information Economy

Broadband Content Panel, 3 June 2004

www.medra.orgwww.medra.org

Piero AttanasioAIE – Associazione Italiana Editori

Summary

• One preliminary note

• Bundling vs. un-bundling in the market

• Designing the value net

• The role of SMEs

• The role of standardisation


Article 2

Article 3

…

Article n

Issue

Article

Article 2

Article 3

…

Article n

Issue 2

Article

Article 2

Article 3

…

Article n

Issue …

Article

Article 2

Article 3

…

Article n

Issue n

Article

Journal 2

Article 2

Article 3

…

Article n

Issue

Article

Article 2

Article 3

…

Article n

Issue 2

Article

Article 2

Article 3

…

Article n

Issue …

Article

Article 2

Article 3

…

Article n

Issue n

Article

Journal …

Article 2

Article 3

…

Article n

Issue

Article

Article 2

Article 3

…

Article n

Issue 2

Article

Article 2

Article 3

…

Article n

Issue …

Article

Article 2

Article 3

…

Article n

Issue n

Article

Journal nSingle licence for many journals

Typical on line bundle

Typical printed bundle

Article 2Article 3…Article n

Issue

Bundling vs. un-bundling in scientific journals

• Users need to have access to individual articles


Article


Issue 2

Article


Issue …

Article


Issue n

Article

Journal (annual subscription)

The impact of digital distribution on bundling strategies

• Instead of going toward un-bundling the market privileges sort of “meta-bundling”

• Could be this a lesson also for other sectors?


The traditional STM publishing value chain

• The traditional value chain is relatively simple


Au

tho

r

Pu

blisher

Distrib

uto

r

Bib

liogra

phic

da

tab

ase

Lib

rary

Fin

al user

The impact of digital distribution

At the beginning somebody thought that thanks to the Internet there is no need of intermediaries…


Au

tho

r

Pu

blisher

Distrib

uto

r

Bib

liogra

phic

da

tab

ase

Lib

rary

Fin

al user

… “probably we don’t need the distributor since we provide the access via the Internet” …



Au

tho

r

Pu

blisher

Bib

liogra

phic

da

tab

ase

Lib

rary

Fin

al user

… “and probably we don’t need any catalogue: a search engine is sufficient!”…



Au

tho

r

Pu

blisher

Lib

rary

Fin

al user

… “and why do we need a library if everybody can have access to everything via the web?”…



Au

tho

r

Pu

blisher

Fin

al user

… “the publisher itself is not so relevant, since authors may communicate directly on line”…



Au

tho

r

Fin

al user

The link between the author and final user is too thin…

It does not work!



Au

tho

r

Fin

al user

Nobody cares the relations between the parties…

The role of intermediaries increases instead of decreasing


• There is empirical evidence that libraries increase their importance

See, Carol Tenopir, User behavior across international and disciplinary boundaries, 2004,http://digital.casalini.it/retreat/

0

50

100

150

1977 1984 1993 2003

No of articles read per scientist

No of personal subscription per scientist

Building the value net


Scientific communityLibrary

• Libraries need sophisticated technological systems…

IT vendors

• … and value added services to facilitate the access to content (search and retrieval, resolution, etc.) Service

providers




• To have access to content there is also a need of negotiating the IP rights in appropriate way

IT vendors

Service providers

DRM, Clearing houses, RROs




• Digital aggregators help libraries to reach content produced by small players

IT vendors

Service providers


Digital aggregators




• Therefore publishers can use different strategies to reach users

IT vendors

Service providers


Digital aggregators

Publishers

Standardisation and SMEs

• SMEs have great difficulties in the current market

trend

• A key factor is the high transactional costs in

such a complex value net

• Standards can be tools to reduce such costs and

thus to support SMEs


The role of standards in determining market equilibrium

• What we need is standards for:

• The identification of content

• Metadata for content (and IP rights, and parties)

• What we don’t need is standards for:

• The way to licence the IP rights

• The DOI (Digital Object Identifier) deals with the

first two issues


The role of standard bodies in the value net



IT vendors

Service providers


Digital aggregators

Publishers

Rights negotiation

DOI RA

Metadata exchange

Thank you

[email protected]


Documents

The STM Publishing Value Net An Increasingly ... - OECD