Session 1: Information Value Chain David Ball

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

3 The Digital Natives The average 21-year-old has: Spent 5,000 hours video-gaming Sent 250,000 s/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

4 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

5 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

6 Bournemouth Statistics

7 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

8 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

9 Questions?

10 The Value Chain: Concepts Authority Branding Monopoly Product-to-service shift

11 The Value Chain: Creation Author or compiler Employed by publishers or independent agents Creator confers authority Author as monopolist

12 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

13 The Value Chain: Publication - electronic ???

14 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

15 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

16 The Value Chain: Aggregation - electronic ???

17 The Value Chain: Aggregation - electronic No physical product Aggregation role moves elsewhere - to publisher or intermediary Institutional repositories Library monopoly lost

18 The Value Chain: Access Core library activity Physical access – buildings Intellectual access – catalogues, indexes etc. Near monopoly for printed Authority

19 The Value Chain: Access - electronic ???

20 The Value Chain: Access - electronic Library monopoly lost Network connectivity Search engines (Google etc.) Authority of intellectual access/ organisation

21 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

22 The Value Chain: Use - electronic First physical realisation Accurate measurement of usage Value for money?

23 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

24 Questions?

25 Cash-flow: Academic Publishing User FunderLibrary Intermediary Publisher Creator

26 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%

27 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

28 Economics: Creators No direct financial rewards Indirect rewards: Academic reputation More research grants Higher salary/promotion

29 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

30 Open Access Journals Journals that do not charge readers or their institutions for the right to access, download, copy or print articles Now ca Have similar costs – author or institution pays (US$ ) Importance of validation

31 Questions?

32 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?

33 The Big Deal - Advantages ???

34 The Big Deal - Advantages Users - get more content Libraries - predict inflation; save on document delivery budgets Publishers - stable income

35 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 % of users view 2-5 titles 44% of subscribers view 1 subject (of 10)

36 The Big Deal - Dangers ???

37 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

38 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

39 Questions?