Personalization of digital information services
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Transcript of Personalization of digital information services
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalization of Digital Information Services
Yaşar TontaYaşar TontaHacettepe University
Department of Information ManagementAnkara, Turkey
[email protected]/~tonta/tonta.html
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Outline
Industrial Society vs. Information Society Collection management DisintermediationPersonalization of digital information servicesIssuesConclusion
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Production Factors
✦ Labor ✦ Capital✦ Knowledge✦ Labor + material = economic success✦ Material and service management is
most important in the Industrial Society
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Industrial Society✦ Mass production
– Standardized goods and services – “Any customer can have a car painted any color that he wants,
as long as it’s black” (Henry Ford)✦ Mass distribution
– Newspapers, radio-TV, etc. ✦ Competition
– In US: 260 different brands of cars, 87 colas, 3000 beers, 340 cereals, 50 bottled water, etc.
✦ “Make, store, sell” (Mitchell M. Tsang)✦ “The Age of the Terrific Deal”: “as you want them”,
“from anywhere”, “at the best price and highest quality”(Robert R. Reich)
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Organization in Industrial Society
Based on mass production and mass distribution“Mechanistical organization”“Continuous development”Traditional education and trainingRigid / hierarchical adminsitrationEconomic models based on centralization
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Knowledge . . .✦ “None of the sources that are used to
create wealth is as important as knowledge.”
✦ Knowledge “lifeblood of development”
✦ Knowledge the sine qua non of competition
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Information Society“. . . pre-automation technology yields standardization, while advanced technology permits diversity.”“Unstandardized” goods and services (Toffler, 1970s)
Cheaper to produce personalized goods and services using advanced IT: “. . . as technology becomes more sophisticated, the costs of introducing variations declines” (Toffler 1970, p. 236)
“Sell, make, deliver” (Mitchell M. Tsang)
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Organization in Information Society
Based on mass customization and personalizationMass customization is an indication of a rich and complex society.“Dynamic organization”Customer focused education / continuous education Loose / horizontal administrationEconomic models based on customization
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Customization / Personalization✦ Customization
– Changing or customizing goods and services according to customers’ needs
✦ Personalization– “. . .selecting and filtering information objects or
products for an individual by using information about the individual.” (Koch, Möslein, Schubert, 2002):
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Information Services & Internet
✦ Removal of temporal and spatial barriers
✦ Provision of information services to remote
users (24X7)
✦ “Instant gratification”
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Collection Management✦ Increasing costs of information sources✦ One source – one user One source –
multiple users✦ “Ownership vs. access” ✦ Ownership dictates use of centralized
information management models✦ Budgets devoted to electronic information
resources increasing (%15-%20)✦ Cooperative/consortial collection management
practices
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Increasing Costs
Source: Kyrillidou and Young (2001, graph 2). Available: http://www.arl.org/stats/arlstat/graphs/2000t2.html
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Collection Manager’s Responsibilities
Separate policies of licensing, processing, maintenance, storage and usage“Interdependence” on other information centers, library consortia, information producers/providers and aggregators
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
DisintermediationIntermediation
requires centralizationis expensiveusually means long lines doesn’t serve remote users
IT makes information management less centralized, more distributed Disintermediation Increase in interlibrary borrowing transactions Decrease in reference and circulation transactions
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Impact of Remote Access
Reference transactions (-12%)
Total circulation (-6%)
Interlibrary loan (97%)
Source: Kyrillidou and Young (2001, graph 1). Available: http://www.arl.org/stats/arlstat/graphs/2000t1.html.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalization of Information Services
✦ Explicit / implicit personalization
✦ Active / passive personalization
✦ Personalization of display environment
✦ Personalization of collections / content
✦ Personalization of services
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
MyLibrary
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalized Information ServicesPortalsPersonal banking servicesOn-demand publishing, on-demand videoAutomatic current awareness, ToC services Electronic document delivery“desktop librarian” (www.liveperson.com)Recommender systems (e.g., amazon.com)Information agents
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“IATUL 2003 Conference”2-5 June 2003, Ankara
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My Yahoo!
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Amazon.com
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“IATUL 2003 Conference”2-5 June 2003, Ankara
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Amazon.com recommends . . .
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“IATUL 2003 Conference”2-5 June 2003, Ankara
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalization Issues I✦ Standard content is offered to all users✦ Recognize users when they log on and personalize
the content based on their rights and privileges✦ Providing information services using “pull” and
“push” technologies✦ Personalized electronic books ✦ Need to move from “resource-centric” approach to
“relationship-centric” approach
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalization Issues II✦ Difficult to implement in a distributed environment ✦ Network infrastructure✦ Security & privacy concerns✦ Interoperability
– with library automation systems, student information systems, financial systems, etc.
– With e-banking, e-commerce, e-health, e-government, e-(l)earning systems
✦ More sophisticated budgeting, pricing, use and training models
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Conclusion✦ Transform information services and make
them available through distributed networks✦ Abandon “one-size-fits-all” approach and
emphasize “relationship-centric” approach✦ Instant gratification is only possible with
instant access to personalized information sources and services
✦ If not satisfied with remote and personalized information services, users may ignore information centers altogether and “take their business elsewhere”
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“IATUL 2003 Conference”2-5 June 2003, Ankara
Y.T.
Personalization of Digital Information Services
Yaşar TontaYaşar TontaHacettepe University
Department of Information ManagementAnkara, Turkey
[email protected]/~tonta/tonta.html