www.mendeley.comAs far as collaboration goes- and further!

Jan ReicheltCo-Founder

Mendeley helps researchers work smarter

Mendeley extracts research data..

Install Mendeley Desktop

Mendeley helps researchers work smarter

Mendeley extracts research data..

Install Mendeley Desktop

Mendeley helps researchers work smarter

..and aggregates research data in the cloud

By doing this, Mendeley makes science morecollaborative and transparent:

Mendeley helps researchers work smarter

100m documents uploaded

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..by 1,000,000 users;the 10 largest userbases:University of Cambridge Stanford University MITImperial College LondonUniversity of OxfordHarvard UniversityUniversity of MichiganUniversity College LondonUniversity of California at BerkeleyColumbia University

650 Mendeley Advisors around the world

http://dev.mendeley.com

Chemical compound databases

Location data

Alzheimer’s research

Grant funding databases

Blog posts

Mendeley Open API

http://dev.mendeley.com

Tim O’ReillyO’Reilly Media

James PowellCTO Thomson Reuters

Juan EnriquezMD Excel Venture Management

John WilbanksVP Science, Creative Commons

Werner VogelsCTO Amazon.com

Mendeley/PLoS API Binary Battle$16,001 for the best app

Dr. Werner Vogels, CTO Amazon.com

Individuals

Globalization

Co-creation

Data

Academic vs. corporate

How does Mendeley drive the collaboration ecosystem?

Groups of academics

“Amateur-Experts”

Incentive to add user-generated content via workflow integration

Mendeley’s strategy: Connect people with people and people with content to enable collaboration.

Prerequisite: Increase transparency and accessibility!

• Collaboration = filter• Time, money, people, infrastructure to

find out what’s important• Information overload vs filter failure?

Crowdsourced approach as a non-traditional way of gathering people to collaborate

Content Publishers

Metadata Publishers, serviceproviders, ...

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In a March 1994 Wired magazine article, nearly two years before the start of the research project that would become Google, futurist Paul Saffo made a prediction:

“The future belongs to neither the conduit or content players, but those who control the filtering, searching, and sense-making tools we will rely on to navigate through the expanses of cyberspace.”

“The challenge of findability”(1994)

“Point of view” as human solution to information overload. Points of view are especially strongly expressed in collaborative/social environments.

Why content is still the king in the academic world, but let’s take a different view:Everything is a remix!

Copy, transform, and combine

Combine: By connecting ideas, creative leaps can happen. Ideas are connected in communities, and technology is now in a position to enable & expose this connectedness.

http://vimeo.com/25380454

http://thru-you.com/

Atomization of content: Value creation through sharing and embed-ding, and enabling the community to interact

Fully embrace digital –idea of a print copy?

Selling article, brand, information?

• Are we monetizing the content, or are we monetizing a service (e.g. dossiers, mobile access, …)? Can publishers receive compensation for an “authoritative version” of content?

• Can publishers (and service providers) still differentiate themselves if their content is being mashed-up / included in such packages? Partnering between companies as new form of collaboration.

• How would the revenue be split – based on a fixed split, based on contribution to updates to the package, based on production costs of content, based on actual usage of content by the clinician?

• How can in this model the publisher still play a role? Wherever the content goes, people should come back to the publisher? Expert context? What is the value-added of a publisher?

Bernstein Research, 05/2011

The “Academic Community”?

Lines blur between academic researchers and amateur-experts, between pure academic content and grey literature, between purely content publishing and content feedback, and between local and global communities.

CGIAR Bird watchers Cancer patients

“The age of the customer – invest accordingly”

Porter’s 5 Forces? Knowledge of and engagement with customers as the only competitive advantage

Powerful technology enables and empowers customers/end-users

http://forrester.typepad.com/groundswell/2011/06/welcome-to-the-age-of-the-customer-invest-accordingly.html

Mendeley’s “customer obsession”

• Founders getting involved• Early user testing – painful• Support team• Community team• Lead User Program• Mendeley Advisor Program• Listening to and analyzing social media• Engaging with the customers where they

are (FB, Twitter, etc.)• Continuous process with clear

responsibilities

Connection as a new strategy and community as a business model

• Support and empower people to be active in a community

• Fans (our audience) become a community when they have the freedom to explore their interests and connections and organize themselves (see Mendeley Groups) – suddenly monetization opportunity!

Social Layer

Metadata

Content

“The companies flourishing in today’s digital, social culture provide more than valued content to people. They deliver valued connections. And they turn this community, the content it creates, and the trust it engenders into money.”

http://www.nieman.harvard.edu/reports/article/102622/Community-A-New-Business-Model-for-News.aspx

Creating value – the example of online games:

People pay money to be something in a community.

Pricing models for new ways of academic digital content consumption and interaction that are different from subscription models and traditional per-article purchases

• Integrating workflow and content• Dynamic pricing• Atomization of content, pricing pieces of content or multiple re-use of content• Access/distribution channels as revenue models (mobile platforms)• Drive usage and traffic via free content (“Freemium” in publishing?), monetize

via additional services (e.g. personalization/recommendations)• Monetizing via partnerships (e.g. third party services, potentially advertising)

Leverage the community: Allow third parties to think about this and help/let them solve their own problems (e.g. Mendeley Android App)!

Some Mendeley-specific monetization thoughts

What does it mean to work with Mendeley?

Partnership• Usage data• Co-promotion of

services and offers / branding

• Mendeley as membership offering

Leveraging and understanding the community

Innovation• API / academic data• Business models• Strategy• …

Not everything has to be around sales, strategic decision how to approach issues

Discovery• Indexing content to

include in catalog• Including content in

personalized recommendations

• PDF previews

Driving traffic and usage

Tools of scientific discovery

Clean energyClean water

Sustainable food supplies

Pandemic diseasesTerrorist violence

Climate change

US National Academies “Grand Challenges”:

Artificial Intelligence

“All the time we are very conscious of the huge challenges that human society has now –curing cancer, understanding the brain for Alzheimer‘s.

But a lot of the state of knowledge of the human race is sitting in the scientists’ computers, and is currently not shared. We need to get it unlocked so we can tackle those huge problems.“

sharedunlocked

knowledge

Why opening access to research matters

www.mendeley.com