1. Seite 106.12.2000 International Development in the Production of Digital Services by Public Libraries Andreas Mittrowann Future Oriented Internet Based Library Services Andreas Mittrowann

2. Seite 206.12.2000 Vision Public libraries are presenting themselves as competent mediators of electronic media. Through new, intelligent and citizen-oriented services they win and hold new customers. A future-oriented concept builds the foundation of all activities and offers, which focus on the customer and his needs. Constant change is welcomed as the core element of all tasks.

3. Seite 306.12.2000 The shift of paradigms in public libraries Mission from preservers of the collective memory to user-oriented distribution of information Role from planning and managing physical collections to sifting, evaluating and navigating knowledge Competencies from unspecific competencies („everything for everybody“) to management of information Services from physical media to a combination of physical and virtual knowledge, complemented by licenses and access authorizations

4. Seite 406.12.2000 Five trends we need to know Globalization things happen quickly and at the same time around the globe - from local to global competitor Knowledge economy from specialized company to merged services Convergence the library in a box Individualization the smallest unit is the customer Customer first people get used to customer-oriented, friendly and pro-active services

5. Seite 506.12.2000 Marketing the public library Market research Product policy Distribution policy Communications policy

6. Seite 606.12.2000 Market research for digital products Silicon Valley Library System Reading Public Library St. Joseph County Public Library General questionnaire

7. Seite 706.12.2000 Distribution directions Pull services everything that makes the customer move towards the offer a supermarket the library a homepage Push services everything that brings the service or information about the service to the customer the pizza service direct mailings book delivery services for special target groups

8. Seite 806.12.2000 Distribution channels One to all mass distribution the user as a recipient passive knowledge One to many target group distribution selection of user groups active knowledge One to one individual communication intelligent knowledge

9. Seite 906.12.2000 A structure for distribution services one to all one to many one to one pullpush public library student travel agency investment consulting delivery service customer magazine personalized alert service

10. Seite 1006.12.2000 Distribution of electronic products Pull one to all: i.e. homepage one to many: i.e. electronic newsletters one to one: i.e. „MyLibrary.org“ Push one to all: i.e. direct mailings of electronic newsletters one to many: i.e. target group mailings one to one: i.e. individualized E-Mails or SMS

11. Seite 1106.12.2000 Pull: one to all Home page Virtual tour by map Virtual tour by images Fiction: Readers advisory Electronic texts (public) Electronic texts (licensed) Virtual gallery E-Mail reference Talk to a librarian Frequently asked questions Purchase request Online tutorials

12. Seite 1206.12.2000 Pull: one to many Homepage E-journals for special target groups Children‘s Center E-Mail reference for children Newsletter for kids Senior center Employment opportunities Career bookmarks Business Center

13. Seite 1306.12.2000 Pull: one to one My Library: personalized service PLCMC Virginia Commonwealth University

14. Seite 1406.12.2000 Push One to all Electronic document delivery Cologne library newsletter One to many Notification via E-Mail One to one

15. Seite 1506.12.2000 One-to-one distribution: a guideline Identify customers, individually and addressably Differentiate them, by value and needs Interact with them more cost-efficiently and effectively Customize some aspect of the enterprise’s behavior Source: Don Peppers, One-to-one marketing

16. Seite 1606.12.2000 Want to know more? www.wiltonlibrary.org/innovate.html

17. Seite 1706.12.2000 The end Thank you for you attention!