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IEEE Experiments with IEEE Experiments with Licensing ModelsLicensing Models

Society for Scholarly PublishingSociety for Scholarly PublishingJune 2005June 2005

Barbara H. LangeBarbara H. LangeDirector, IEEE Publications Product Line Director, IEEE Publications Product Line Management and Business DevelopmentManagement and Business Development

Licensing Models Evolve at IEEELicensing Models Evolve at IEEE

uu Traditional print modelsTraditional print modelsuu Traditional online subscription modelsTraditional online subscription models

uu New online modelsNew online models

IEEE is Many ThingsIEEE is Many Things

uu Major STM publisherMajor STM publishermm Top cited journals in EE, CS and various other Top cited journals in EE, CS and various other

related disciplinesrelated disciplines

mm Periodicals, Conference Proceedings, Books Periodicals, Conference Proceedings, Books (with Wiley) and Standards(with Wiley) and Standards

uu Largest Technical SocietyLargest Technical Societymm Over 360,000 members worldwideOver 360,000 members worldwide

uu Major Conference HolderMajor Conference Holdermm Over 500 annual technical conferencesOver 500 annual technical conferences

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IEEE Xplore is a FoundationIEEE Xplore is a Foundation

IEEE Xplore™ PlatformOnline delivery service with search features

and other enhancements

IEEE/IEE Electronic LibraryAll-inclusive subscription product

backfile to 1950’s

All-Society Periodicals Package

106 periodicalsbackfile to 1998

Conference ProceedingsOrder Plan

135 titlesbackfile to 1998

Conference ProceedingsOrder Plan All

~ 350 titlesbackfile to 1998

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IEEE Biomedical Engineering Library

IEEE Single Articles

IEEE Member Digital Library

IEEE Enterprise

IEEE has Tradition in Package IEEE has Tradition in Package Subscription ProductsSubscription Products

uu Large packages at steep discounts from list Large packages at steep discounts from list pricepricemm ASPP: all IEEE society periodicalsASPP: all IEEE society periodicals

nn Online and printOnline and print

mm POP: Conference proceedings of most IEEE POP: Conference proceedings of most IEEE annual conferencesannual conferencesnn Soon to be online onlySoon to be online only

mm IEL: IEEE periodicals and conference IEL: IEEE periodicals and conference proceedings, IEEE standards and IEE periodicals proceedings, IEEE standards and IEE periodicals and conference proceedingsand conference proceedingsnn Online onlyOnline only

Today, IEEE’s Print Subscribers Today, IEEE’s Print Subscribers Have More OptionsHave More Options

uu Subscriptions to individual titles or large Subscriptions to individual titles or large packagespackagesmm Institutional pricingInstitutional pricing

nn Print onlyPrint only

mm Member pricingMember pricingnn Online and printOnline and print

uu Fewer subscribers to print, while electronic Fewer subscribers to print, while electronic licenses growlicenses growmm IEEE encourages electronic subscriptions IEEE encourages electronic subscriptions

through pricing mechanismsthrough pricing mechanisms

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Like Others, IEEE Manages Like Others, IEEE Manages Migration to Electronic OnlyMigration to Electronic Only

uu Several years ago, institutions Several years ago, institutions subscribed to both print and electronicsubscribed to both print and electronic

uu Today, fewer academic institutions Today, fewer academic institutions take bothtake both

uu Today, most corporate institutions take Today, most corporate institutions take online onlyonline only

Benefits to Electronic Benefits to Electronic Access AboundAccess Abound

uu More access to more content by more usersMore access to more content by more usersmm Over one million unique users visit and use Over one million unique users visit and use

content delivered via IEEE Xplorecontent delivered via IEEE Xplore

uu Searching across content gets easierSearching across content gets easiermm Better search featuresBetter search features

mm Reference linking via Reference linking via CrossRefCrossRef

mm Inbound linking via Inbound linking via OPACsOPACs, Google, A&I services , Google, A&I services and aggregatorsand aggregators

Shifting Markets Require Different Shifting Markets Require Different Tactics and Licensing ModelsTactics and Licensing Models

IEL

All-Society Periodicals Package

Conference Proceedings

Package

Serving the Institutional Marketplace

Serving the Individual Marketplace

MDL

Single Article

Enterprise

Enterprise

MDL

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Challenges in Reaching Challenges in Reaching EndEnd--Users DirectlyUsers Directly

uu PositivesPositivesmm IEEE membership helpsIEEE membership helps

nn Captive audience for new products and servicesCaptive audience for new products and servicesnn Global reach into 154 countriesGlobal reach into 154 countriesnn Professional engineers in various facets of technologyProfessional engineers in various facets of technology

mm Excellent content that users want and needExcellent content that users want and need

uu NotNot--soso--positivespositivesmm Expensive to experiment Expensive to experiment mm Business systems not set up for this marketBusiness systems not set up for this marketmm Learning process for staffLearning process for staff

uu UnknownsUnknownsmm Marketplace Marketplace –– growth of Google, Open growth of Google, Open AcessAcess, etc., etc.

Some Case Studies of Interesting Some Case Studies of Interesting Licensing OptionsLicensing Options

uu Single Article SalesSingle Article Sales

uu IEEE Member Digital LibraryIEEE Member Digital Library

uu IEEE EnterpriseIEEE Enterpriseuu IEEE Biomedical Engineering LibraryIEEE Biomedical Engineering Library

Google Referrals to IEEE Xplore Google Referrals to IEEE Xplore Continue to Grow Continue to Grow

Apr-03

May-03

Jun-0

3Ju

l-03

Aug-0

3

Sep-0

3Oct-

03

Nov-0

3De

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Jan-0

4

Feb-0

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Mar-04

Apr-04

May-04

Jun-0

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Aug-0

4

Sep-0

4Oct-

04

Nov-0

4

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Referals Percentage of Referrals

Google begins indexing

Google Scholar is released

IEEE participates inGoogle/ CrossRef

search pilot

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IEEE Experiments with Other IEEE Experiments with Other Licensing ModelsLicensing Models

uu Single article purchasesSingle article purchasesmm $35 per article for non$35 per article for non--membersmembers

mm $13 per article for IEEE members$13 per article for IEEE members

mmAccess rights to download and printAccess rights to download and print

uu 23% growth in unit sales23% growth in unit sales

uu Google helps drive that traffic, though Google helps drive that traffic, though we are still discovering by how muchwe are still discovering by how much

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2003Docs Sold

2004Docs Sold

Single Articles Continue Single Articles Continue to Sell Well from IEEE Xploreto Sell Well from IEEE Xplore

Article Based Licenses GrowArticle Based Licenses Grow

uu IEEE Member Digital LibraryIEEE Member Digital Librarymm 25 documents for $35/month 25 documents for $35/month

mmBilled monthly to credit cardBilled monthly to credit card

mm Electronic file cabinetElectronic file cabinetnn Users save link to fullUsers save link to full--text PDFtext PDF

mmAccess available for life of subscriptionAccess available for life of subscriptionnn Cancel subscription, lose accessCancel subscription, lose access

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Expectations Have Been MetExpectations Have Been Met

uu Members are eager to search across Members are eager to search across all IEEE contentall IEEE content

uu Clear and easy billingClear and easy billinguu Retention rates are high Retention rates are high

uu Adding features to service, allows for Adding features to service, allows for better organization of the file cabinetbetter organization of the file cabinet

New License Geared Towards New License Geared Towards Corporate MarketCorporate Market

uu IEEE EnterpriseIEEE Enterprisemm Product breaks both traditional title and Product breaks both traditional title and

time licensing modeltime licensing model

mmCustomers purchase “access” based on Customers purchase “access” based on needneed

mmDeveloped to meet growing need of Developed to meet growing need of corporate marketcorporate marketnn Particularly the small to midParticularly the small to mid--size organizationssize organizations

IEEE Enterprise Offers IEEE Enterprise Offers Purchase OptionsPurchase Options

uu Level 1: 350 documents at $4,995Level 1: 350 documents at $4,995uu Level 2: 800 documents at $9,995Level 2: 800 documents at $9,995uu Level 3: 1,750 documents at $17,500Level 3: 1,750 documents at $17,500uu Documents stored in electronic file Documents stored in electronic file

cabinetcabinetmmAccess available to 5 simultaneous usersAccess available to 5 simultaneous usersmmAccess available for life of subscriptionAccess available for life of subscriptionmm Essentially, no time limit for subscriptionEssentially, no time limit for subscription

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IEEE Enterprise Also Tests IEEE Enterprise Also Tests Sales ChannelsSales Channels

uu InIn--house telesales teamhouse telesales team

uuField sales teamField sales team

uuOnline webOnline web--based purchase via based purchase via credit cardcredit cardmmWill endWill end--users charge $5K to a credit users charge $5K to a credit

card? ….. Not yetcard? ….. Not yet

IEEE Biomedical Engineering Library: IEEE Biomedical Engineering Library: Some Projects Don’t Go as PlannedSome Projects Don’t Go as Planneduu IEEE is a prominent publisher in Biomedical IEEE is a prominent publisher in Biomedical

EngineeringEngineeringmm Top titles in Medical Imaging and Biomedical Top titles in Medical Imaging and Biomedical

EngineeringEngineering

uu New product that addresses this growing New product that addresses this growing area of developmentarea of developmentmm Product at article level, based on Product at article level, based on InspecInspec

classification codesclassification codes

uu Partnering with Ovid as resellerPartnering with Ovid as reselleruu Despite this, product is slow to take offDespite this, product is slow to take off

Lessons Learned with IEEE BELLessons Learned with IEEE BEL

uu Perhaps, articlePerhaps, article --level product configuration level product configuration confused this marketconfused this marketmm Users liked the selection, but wanted more Users liked the selection, but wanted more

access to more peripheral contentaccess to more peripheral content

uu Customers don’t like IEEE making the Customers don’t like IEEE making the selectionselection

uu Medline is the indexing service of choice in Medline is the indexing service of choice in biomedicinebiomedicinemm Customers want Customers want MeSHMeSH terms, not necessarily terms, not necessarily

InspecInspec

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What Has IEEE LearnedWhat Has IEEE Learned

uu New license models require new New license models require new thinkingthinkingmm Internally and among customersInternally and among customers

uu Market research is essentialMarket research is essentialuu Be willing to take risksBe willing to take risksmmReassess an idea or pull the plugReassess an idea or pull the plug

uu Reaching new markets takes timeReaching new markets takes time

Thank YouThank You

For more informationFor more informationb.lange@ieee.orgb.lange@ieee.org+1 732 563 5390+1 732 563 5390