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FoRC Rm S104 (business models)

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Simon Buckingham Shum
15 August 2011

Working materials from the FoRC Workshop group meeting in this room.

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Eve Gray's collection of contributions about publishing:

Aliaksandr Birukou
13:36 on 17 August 2011

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Simon Buckingham Shum
9:12pm 16 August 2011 (Edited 9:13pm 16 August 2011)

From Bradley Allen:

FoRC business model session 1 notes

Raw notes from today's session. Apologies for omissions, errors, typos, etc. - BPA

Participants: David, Ed, Paul, Alessandro, Robert, Olga, Fiona, Brad, Leslie
David: what should we be talking about?
Whatever our vision is to implement it we will be operating in world governed by and in reaction to large commercial interests
Doing that will involve money
How do we fund it?
Ed: how to make it valuable to creator and consumer
One has to make case for value for either party
Impact is part of this discussion
What aspect of this will you be willing to pay for
Olga: who is who?
Who is the customer?
Paul: we have librarians, scientists, publiishers in room
See what each role would pay for
Leslie: we are being asked to provide business model in academic progress
Need a minimal definition of what a business model
David: Total available market
Determining size of market, customer segments, etc.
Brad: presenting business model canvas as organiization for presentation of discussion
What business models are we doing? One model or many?
Ed: I thought we were talking about publication process
Fiona: issue is there are many models
David: start from blank sheet for scholarly communication
We have a sort of vision
Include things like open access
Thinking through these boxes will help us
Paul: need to be concrete about the goal we have here
What do I need to do today to generate some piece of reasearch to prove that I have done something worthwhile
I would pay for something that would distill everything i need to know to do good research down for me
David: but will you pay for it
Paul: yes, citing services like Mendeley, evernote
Robert: what you are after is better discovery device
Paul: people are trying to talk to me and I want to know what I should be paying attention to
Robert: this is somewhat off point
Would you be happier with something like a journal but better focused
Paul: would be happy with something that gives me better sources and summarization
RDF store example
I don't care about info source but want it certified
Ed: want article of the future that would show me what I want
But other people ithe room want something that is finer grained
David: didn't hear I would pay for that either
Alessandro: what we want to do is come up with the model of the future
Paul: want certified just in time personalized information
Alessandro: but others would want finer grained info to build other stuff on top of that and infrastructure to support
Paul: talking about how that leads to value and what to pay for it
Alessandro: want to understand how to transform current content to something that would support model of the future
David: do we know what the average budget for scholarly communication at institutions is today
Paul: for postdocs $10k
Robert: what you want is library budget per individual
David: at Stanford $10K per head
Ed, Leslie: $5k-$10k
Olga: what about personal budget
David: suppose we invent whole new model and it is so attractive that it attracts whole new budget
Total market size? Roughly $7B per year?
Robert: but market is not analyzable that way
Paul: but librarians are very responsive
Leslie: issue is who pays for it
Grant overheads, government?
Ed: the future of the costs in this thing will be much less than we pay right now
Robert: editorial costs
David: highwire press makes 120M per year from journals to do production costs
Doesn't include bandwidth costs
Paul: if we are thinking about research comm of the future I think research individuals are empowered to take responsibility for communication budget and costs and university is becoming service provider for me
Robert: absolutely right but big issue about how this impacts existing business model
David: a lot of money out there flowing through the system
Likely that the system will be disrupted
Publishers know it will be disrupted
Open access people convinced it will
To do disruption it has to cost that much less
Have to know what that cost is to determine level of disruption
How to quantify this
Some things will cost a lot
Sloan sky survey example
Just archiving journal would be 10-15 million a year
Adds up quickly
Paul: as a scientist want access to info as quickly as possible and want to sell my research to my funders as well as possible
More and more trading off certification for immediacy
David: very pivotal point I am much better at figuring out what's worth it to me
Robert: thinking with editors hat on reviewers add considerable value
Paul: don't think papers think about research production
happy to pay for people to package up research and make it look nice
Happy to pay for someone to take my info and make a portfolio for pitching grant agencies
Ed: a proposal: what does new infrastructure/Internet allow us to take away from traditional process?
Do we need google? Do we need archive? Do we need librarians?
How do we reconfigure scholarly publication process to make producer and consumer costs cheaper?
David: google costs funded completely outside this picture
Archiving stuff depends again on your belief in google, Internet archive survivability
Robert: this will show how publishers, librarians get killed and then reinvented
Brad: or a model to reinvent to
Paul: want to show how old pieces reconfigure to new model components
Leslie: flip this model to make it output driven e.g. Author pays model
Paul: I would posit you have $10k budget for scholarly communication how do I allocate it?
Acm subscription very important to me right now, less money for other things
Researchers are producers and consumers in this model
Ed: what would a scientist do to allocate wisely
Paul: by disrupting market, we create new ways to drive revenue/create products driven by researcher needs
Robert: what do you need to spend to know how to get your content into the right places
Olga: only value prop savings costs
David: let's list Paul's use cases
This is something we are likely to happen
Brad: find tradeoffs to define new points in scholarly comm design space
Value propositions:
Ed: Quicker certification of paper
Support for paper and data integration; information integration
Cleansing and archiving of data
Data maintenance and publishing
Data curation
Robert: what about paying extra for data curation how much
Ed: $15k/year/researcher
Paul: Personal profile/portfolio update and management for selling research etc.
David: ORCID does this but is the wrong model
Alessandro: Research analytics for management
Brad: Tools for reputation management
Ed: Automatic contextualization of paper I am looking at
I.e., Automatic contextualization of knowledge
Paul: Paper to blog post to tweet tools to drive higher citation
Prepackaged bits for all the research that I do
David: RSS feed generation automatically from my research work
Ed: aggregate my research into personal activity stream as poster
The feed on which reputation management would run
Olga: Personal advertising of research activity
Packaging service for my research sensitive to publication/communication context
Alessandro: do once deliver many times in many forms
Olga: personal marketing what to say to who in what form
Robert: analogy with music industry: Taxi as CD pressing company with links to radio stations
Pau:l packaging all types of activities into this
David: music and book self-publishing ahead of STM publishing industry in this way
Amazon self publishing example
Paul: hard to tell when publishers add value
Brad: making delivery of value transparent through disintermediation
David: is this going well as a discussion?
Robert: discussion going away from where other groups will be
David: I think it will be grounded well
Alessandro: e.g. Info integration and data curation
Ed: worried that we are inventing things
Brad: but it has been phrased in a way that is customer driven
Ed: right drive discussion back to value flow
Leslie back to who pays
David Stanford most money driven by overhead from research grants
Leslie: my school driven by very different model coming from undergraduate tuition
David: there are a bunch of different models
Fiona: this is kind of hard at the moment
Leslie: big question for me what kind of finders in terms of kind of value proposition
Paul: I was assuming my university gives me some money in a pot to do whatever that gets topped off from wherever
In Netherlands big push for Open access has let to pot of menu to prime the pump
Ed: thought experiment take one or more of these things we have proposed
Evaluate existing process vs. Existing plus enhancement what extra money would I pay?
Our proposal through FoRC publish enhanced paper in parallel
See who double publishes and for how much
Paul: my boss brought Mendeley services for better presentation in parallel
Ed: if double process survives this will validate approach
Key is making barriers to entry low (?)
Paul: let's talk about what you're willing to pay for
Ed: I tell my grad students to do complete info survey search back to 1962 and read each result
Robert: three market segments:
Tools for producers
Enhanced products for consumer
Reputation management
Ed: I believe costs will be much lower
Leslie: we can document this with an experiment
Brad: use customer development and business model generation methodology to validate business models as forward going FoRC activity
Paul: what about F1000?
Alessandro: policy for open access drives money flow
Leslie: if we can have as an activity to vet business models
Cost modeling is not trivial
Hard problem underestimate given lack of awareness of physical infrastructure overhead, etc.
Ed: some organizations have rules of thumb for cost overhead

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