maximising your digital audiences
DESCRIPTION
Nikki Green and Phil Leahy explore how publishers and other service providers can maximise their digital audiences through licensing and access and identity management.TRANSCRIPT
Maximising your digital audience in universities and colleges whilst minimising costs
Nikki Green and Phil LeahyDecember 2009
About Eduserv
• Realise the benefits of technology for learning and research
• Serving universities, colleges and the public sector
• Not-for-profit
What we do
• Access and identity management
• Web development and web hosting
• Software and data licence negotiation
Issues facing universities and collegesRecession, redundancy and restructuring
• Budget cuts
• Exchange rates
• Demographics
• Competition
Potential solutions for universities and colleges
• Partnering
• Growth
• Determine Demand
• Reduce duplication and waste
• Collaborate
Do much more with much less
Maximise your audienceGreater exposure
• Listen to needs
• Be inclusive
• Be flexible
• Build brand loyalty
Maximise your audience
“After just six months of working with Eduserv our market in the UK academic sector increased tenfold. Our licensing terms didn’t really suit this market and though we could have done it on our own it would probably have taken us three years to get to where we are now.”
Steven Tweedie, Content Online, UK Agent for ASTM International
Greater exposure
Minimise your costsMore for less
• Work with consortia
• Be consistent
• Be patient
Maximising your audience through access and identity management
Phil Leahy
Eduserv’s AIM pedigree
• De facto standard in UK access management for ten years
• Complementary AIM products
• Tracking changes in technology
• Interoperability with Dutch and French federations
• Members of Kantara Initiative
A mixed technology economy
• Athens was the UK standard for ten years, but...
– IP authentication
– Publisher username/passwords
– Proxied services
– Referral URLs
• and now...?
We still have a mixed economy
• All the previous technologies plus...
– Shibboleth/SAML
– OpenID
– Microsoft CardSpace
• How do publishers deal
with these?
The challenges for publishers
• How many of these technologies must I implement?
• How many of them are supported products?
• Will these standards change?
• Will other new technologies emerge?
• What’s in it for me?
• I didn’t ask for more choice
Break down the walls, reduce costs
• Support multiple AIM technologies in a single platform
• Reduce implementation and support costs
• Recognise that your content is just part of a user’s choice of sources
• Fragmented islands of AIM technologies being linked
• Support your core business first
Implementation case study: Mintel
• Began investigating Shibboleth adoption in 2007
– Significant compatibility problems
– Documentation looked incomplete
– Lack of development and perceived quality of the Shibboleth
software at that time
• Realised benefits of supported third party software
Minimising costs with third party software
“Access management is an area where Mintel cannot take risks and
Eduserv’s support, coupled with the flexible nature of OpenAthens SP,
enabled us to first upgrade our Athens support and then add
Shibboleth and UK Federation support simply by adding an additional
module.”
Ameet Shah, Senior Software Developer, Mintel
Kantara Initiative
• Bridging the enterprise, mobile, government and web communities
• Clear path for moving interoperable identity systems forward
• Key issues
– Privacy - Education and outreach
– Ownership and liability - Market Research
– UX and usability - Use cases and requirements
– Cross-community coordination and collaboration
Conclusion
• You may need to support multiple technologies/federations
• Opportunity to reduce implementation and support costs
• Someone must track the technology as it changes/matures
• Allow your products/services to be part of a more granular web
• You support your core business
Any questions?
Phil Leahy
Publisher Relationship Manager
01225 474302
Nikki Green
Business Development Manager
01225 470420
www.eduserv.org.uk
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