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- 1. IEEE Experiments with Licensing Models Society for Scholarly Publishing June 2005 Barbara H. Lange Director, IEEE Publications Product Line Management and Business Development Licensing Models Evolve at IEEE u Traditional print models u Traditional online subscription models u New online models IEEE is Many Things u Major STM publisher m Top cited journals in EE, CS and various other related disciplines m Periodicals, Conference Proceedings, Books (with Wiley) and Standards u Largest Technical Society m Over 360,000 members worldwide u Major Conference Holder m Over 500 annual technical conferences 1
- 2. IEEE Xplore is a Foundation The Proceedings IEEE Spectrum backfile to 1998 backfile to 1998 Conference Proceedings of the IEEE Magazine Order Plan All ~ 350 titles IEEE Spectrum Online backfile to 1998 www.spectrum.ieee.org IEEE Enterprise Conference Proceedings All-Society IEEE Member Digital Library Periodicals Package Order Plan IEEE Single Articles 135 titles 106 periodicals backfile to 1998 backfile to 1998 IEEE Biomedical Engineering Library IEEE/IEE Electronic Library All-inclusive subscription product backfile to 1950s IEEE Xplore Platform Online delivery service with search features and other enhancements IEEE has Tradition in Package Subscription Products u Large packages at steep discounts from list price m ASPP: all IEEE society periodicals n Online and print m POP: Conference proceedings of most IEEE annual conferences n Soon to be online only m IEL: IEEE periodicals and conference proceedings, IEEE standards and IEE periodicals and conference proceedings n Online only Today, IEEEs Print Subscribers Have More Options u Subscriptions to individual titles or large packages m Institutional pricing n Print only m Member pricing n Online and print u Fewer subscribers to print, while electronic licenses grow m IEEE encourages electronic subscriptions through pricing mechanisms 2
- 3. Like Others, IEEE Manages Migration to Electronic Only u Several years ago, institutions subscribed to both print and electronic u Today, fewer academic institutions take both u Today, most corporate institutions take online only Benefits to Electronic Access Abound u More access to more content by more users m Over one million unique users visit and use content delivered via IEEE Xplore u Searching across content gets easier m Better search features m Reference linking via CrossRef m Inbound linking via OPACs, Google, A&I services OPACs, and aggregators Shifting Markets Require Different Tactics and Licensing Models IEL MDL Single Article All-Society Periodicals Package Enterprise Conference Enterprise Proceedings Package MDL Serving the Serving the Individual Institutional Marketplace Marketplace 3
- 4. Challenges in Reaching End- End- Users Directly u Positives m IEEE membership helps n Captive audience for new products and services n Global reach into 154 countries n Professional engineers in various facets of technology m Excellent content that users want and need u Not-so- Not -so -positives m Expensive to experiment m Business systems not set up for this market m Learning process for staff u Unknowns m Marketplace growth of Google, Open Acess, etc. Acess, Some Case Studies of Interesting Licensing Options u Single Article Sales u IEEE Member Digital Library u IEEE Enterprise u IEEE Biomedical Engineering Library Google Referrals to IEEE Xplore Continue to Grow 25.0% Google Scholar is released 20.0% IEEE participates in Google/ CrossRef 15.0% search pilot Google begins indexing 10.0% 5.0% 0.0% M 4 3 Au 4 03 M 4 4 No 3 No 4 -03 Se 3 -04 Se 4 03 04 Fe 4 M 3 3 4 3 4 r-0 l-0 l-0 0 -0 t-0 t-0 g-0 g-0 r-0 0 v-0 v-0 c-0 n-0 n- b- p- p- n- ay ay ar Ju Ju Ap Oc Oc Ap Au De Ju Ju Ja Referals Percentage of Referrals 4
- 5. IEEE Experiments with Other Licensing Models u Single article purchases m $35 per article for non-members non- m $13 per article for IEEE members m Access rights to download and print u 23% growth in unit sales u Google helps drive that traffic, though we are still discovering by how much Single Articles Continue to Sell Well from IEEE Xplore Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2003 2004 Docs Sold Docs Sold Article Based Licenses Grow u IEEE Member Digital Library m 25 documents for $35/month m Billed monthly to credit card m Electronic file cabinet n Users save link to full-text PDF full- m Access available for life of subscription n Cancel subscription, lose access 5
- 6. Expectations Have Been Met u Members are eager to search across all IEEE content u Clear and easy billing u Retention rates are high u Adding features to service, allows for better organization of the file cabinet New License Geared Towards Corporate Market u IEEE Enterprise m Product breaks both traditional title and time licensing model m Customers purchase access based on need m Developed to meet growing need of corporate market n Particularly the small to mid-size organizations mid- IEEE Enterprise Offers Purchase Options u Level 1: 350 documents at $4,995 u Level 2: 800 documents at $9,995 u Level 3: 1,750 documents at $17,500 u Documents stored in electronic file cabinet m Access available to 5 simultaneous users m Access available for life of subscription m Essentially, no time limit for subscription 6
- 7. IEEE Enterprise Also Tests Sales Channels u In - house In- telesales team u Field sales team u Online web- web-based purchase via credit card m Will end-users charge $5K to a credit end- card? .. Not yet IEEE Biomedical Engineering Library: Some Projects Dont Go as Planned u IEEE is a prominent publisher in Biomedical Engineering m Top titles in Medical Imaging and Biomedical Engineering u New product that addresses this growing area of development m Product at article level, based on Inspec classification codes u Partnering with Ovid as reseller u Despite this, product is slow to take off Lessons Learned with IEEE BEL u Perhaps, article - level product configuration confused this market m Users liked the selection, but wanted more access to more peripheral content u Customers dont like IEEE making the selection u Medline is the indexing service of choice in biomedicine m Customers want MeSH terms, not necessarily Inspec 7
- 8. What Has IEEE Learned u New license models require new thinking m Internally and among customers u Market research is essential u Be willing to take risks m Reassess an idea or pull the plug u Reaching new markets takes time Thank You For more information b.lange@ieee.org +1 732 563 5390 8