The STM Mobile Landscape

June 14, 2010

Heather Ruland Staines, Ph.D.Global eProduct Manager, SpringerLink and eOperations

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Mobile Internet usage grows more rapidly than desktop Internet

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The mobile Internet boom is driven by smartphones

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Smartphone OS shipments, Q1, 2010

Source: Gartner research, Q1 2010

5V

isit

s

SpringerLink visits by smart phone OS (Nov 2008 – Mar 2010)

BlackBerry

Android

iPhone/iPod

Symbian

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If you build it, they will come!

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What we talk about when we talk about “mobile”:

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But mobile users still account for

only 0.5%of total traffic on SpringerLink

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• What are the goals of our mobile strategy?

– Commercial vs. promotional

– Original content vs. repurposed

• What platforms to support?

– iPhone

– BlackBerry

– Android

– Symbian

• What business models?

– Are all books apps?

– Apps per product?

– Free marketing vs. commercial product?

Mobile strategy questions

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Not all mobile devices are equal

Symbian BlackBerry

Android

iPhone

Kindle 2

Sony eReader

Kindle DX

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• Put apps on it?

• Same as iPhone apps?

• Redesign our site for Safari?

• Sell books on it?

• Support IP-authentication? How?

And what do we do with THIS thing?

Reality Check:

Months to sell 2 million units

Kindle

iPad

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2

12

Come see IP authenticated iPad access in our new booth!

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"In 65 days users

have downloaded

5 million books,

2.5 per iPad.”

--Steve Jobs, June 7, 2010

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16

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1. Take OS-independent steps

– Create mobile-optimized versions of all sites

• Eg: “m.springerlink.com”

2. Focus on iPhone platform

– Discovery/alerting apps for free

– Paid iPhone apps where we add value

• E.g.: Cardiac CT, SpringerImages, Video Bytes

– Support other platforms as demand rises, developer market commoditizes

3. Distribute content through as many channels as customers want:

– Books via Kindle store, iBookstore

– EPUB version for subscribers

– Possibly journals as well

Springer’s Mobile Strategy

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Institutional sales = SpringerLink, Retail sales = partners

eBook Chapter

SL without

DRMLibraries

Whole eBook

Partners with DRM

End users

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Search for:

1. Journals

2. Books

3. Book series

4. Reference works

5. Protocols

Browse by subject

GO

SpringerLink on your computerSpringerLink on your smartphone

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Cardiac CT:

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Apps

Source Publication

Subject

Color & B/W

Provider

All image types

Author

Keyword

Filter your search

Year from Year to

Go

Home Favorites Search My Account

Smear of medulloblastoma showing hypercellularity, Caption

+

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Video Bytes:

Will allow medical professionals to view video

interviews with opinion leaders on a wide variety of

topics from epidemiology to injection procedures to

patient case studies. The app also supplies a quiz at

the end to reinforce the information provided in the

interviews.

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Springer Healthcare Apps:

Oncology

Dictionary

Cancer Image

Collection

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More Springer Medical Apps:

Mobile Browser Medwire Primal Pictures App

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American Joint Committee on Cancer: Cancer Staging Atlas

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Springer distribution via Kindle

Springer already has

20,000 titles available

via the Kindle

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What else is happening?

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ACS Mobile:

•Up-to-the minute access to new ACS ASAP Articles, across 38 journals

•Delivery of an indexed list of more than 35,000 research articles

•A "Latest News" feed from Chemical & Engineering News Online.

•Interface to full-text article access (via wireless or Virtual Private Networks)

for users at institutions that subscribe to ACS Journals.

•ID/password-based access is also an option for individuals who subscribe

to ACS journals as part of their ACS member benefits package.

•Sharing of links and snippets via e-mail, Facebook, and Twitter.

•http://pubs.acs.org/page/tools/acsmobile/index.html

•ID/password-based access is also an option for individuals who subscribe to ACS journals as part of their ACS member benefits package.

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IEEE: 2 current mobile offerings–

• IEEE Xplore

–A mobile platform optimized for iPhone and Blackberry

–Not the full Xplore experience but a modest first step

–Users can search the 2.6 million IEEE Xplore articles,

read the abstract and email the full text pdf link to their

desktop

–Upgrade launching on June 14 to include 9 search facets allowing users to

narrow their search results

–Next steps – developing more feature-rich iPhone and Blackerry apps in

conjunction with Endeca Technologies

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IEEE: The National Electric Safety Code(NESC)

•The NESC is a U.S. Standard used by field engineers

•Available for Blackberry and iPhone users as an

application on the iSilo platform.

•Next step: Will release the NESC as an iPhone app

available in the iPhone app store.

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AIP: iResearch

Downloaded 2500X

In 3 months!

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•iPhone app launched in February 2010

• Has performed well

• Free to download

• Requires free nature.com account to use

• Content is paid for (from June)

• Personal subscriptions include mobile access

• Will be experimenting with access control mechanisms

and business models

• iPad app in development

Nature.com Mobile Apps:

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• EBSCOhost designed for usabilityon small devices

• Optimized for SmartPhones(iPhone, Blackberry, Treo, etc.)

• Focused on core searchingand viewing functions

• Now available on ALLEBSCOhost databases

• No additional charge

EBSCOhost Mobile

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OCLC

AT&T

3G

11:07

PM

74

%

Goal:

Deliver the full capacity of library and cultural heritage

Institutions to the widest possible audiences at their

point of need.

Keys Factors:

•Library and Member Engagement

•Understanding of Target Audiences

•Data Accuracy and Access

•WorldCat Holdings

•WorldCat Institution Registry

•WorldCat APIs

•Adaptable and Optimized Web Interfaces

•Point of Need Partnerships

•Ability to Experiment and Learn

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OCLC Mobile Application Partners:

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And More!

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• Platforms: Mobile Browser

• Software Development Kits (for building apps)

• Mobile Operating Systems

• Devices

The segmented landscape for multi-channel delivery:

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Browser-based/Web Apps? Native Apps?

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• San Jose Mercury News, May 19, 2010:

• One chapter is closing -- and another is opening -- as Stanford University moves toward

the creation of its first "bookless library.“

• June 7, 2010

• Cal State L.A. students want to study past 8 p.m.

• Students create a makeshift study site during finals week in response to early

library closing times.

• OSU book winnowing opposed

• Wednesday, May 13, 2009 3:05 AM

• A great university needs a great library -- and Ohio State University can't have a great

library if it continues to dump hundreds of thousands of books and journals, a group of

protesters said yesterday.

Where does the library fit?

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Why is mobile so important to libraries?

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• Content Management: Multiple copies or support for multiple devices can

require time and resources

• Knowledge Barriers: Integration with external platforms requires staff time and

technical proficiency.

• Assessment: Usability testing and web analytics is more challenging for content

accessed outside the library website.

Challenges*:

*”Discovery and Integration of Library Services and Collections Beyond the Library Website”

Tito Sierra, NCSU Libraries, CNI Fall 2008 Task Force Meeting, December 9, 2009

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• Bandwidth: An increase in downloads from IP-authenticated

mobile devices could overwhelm library/university systems

• Data security: Library/corporate policy on data security and privacy regarding

content downloaded to portable devices should be clear

• Business as usual: Most current apps are intended to work on a business to

consumer basis, while most publisher business models provide access via the

institution

More Challenges?

43Still…Libraries are Going Mobile!

• Friday, October 24, 2008

• More federal workers going

mobile

University library goes mobile with site

launch

Daily Illini Staff Report

Posted: March 31st, 2010 - 12:08 AM

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And More!

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And More!

Reserved for

Your Library

Coming Soon!

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Special Thanks to:

Howard Ratner, NatureGerry Grenier, IEEEMelissa Blaney, ACSPaul DeCillis, AIPOliver Pesch, EbscoJeffrey Penka and Matt Goldner, OCLC

Thank you!

Heather.Staines@springer.com