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Trialling Mobile and Article Rental Access Options for Journal Content. Grace Baynes Nature Publishing Group NASIG, June 2011. Overview. Why experiment with new access options? DeepDyve Mobile: iPhone, iPad… Other experimental developments Licensed pay-per-view Interactive textbooks. - PowerPoint PPT Presentation
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Trialling Mobile and Article Rental Access Options for Journal Content
Grace Baynes
Nature Publishing Group
NASIG, June 2011
Overview
●Why experiment with new access options?
●DeepDyve
●Mobile: iPhone, iPad…
●Other experimental developments– Licensed pay-per-view– Interactive textbooks
Why experiment?
●Over 4000 institutions have access to Nature via site license
●BUT
●Mobile adoption
●Calls for low-cost, quick view
●Company culture
DeepDyve experiment
DeepDyve
DeepDyve and NPG
Take up is low…
Deepdyve rentals per month
0
5
10
15
20
25
30
35
40
45
50
December January February March April
Month
Nu
mb
er o
f re
nta
ls Nature
Nature Biotechnology
Nature Cell Biology
Nature Chemical Biology
Nature Medicine
DeepDyve unique visitors
QuickTime™ and a decompressor
are needed to see this picture.
Why so low?
●Users already have access?
●Not many people using DeepDyve?
●Small number of journals
●Archival content only to 2008
●Delay in content going live on DeepDyve
●Position of link on nature.com
Mobile subscriptions
Mobile engagement
Platform Hours per day
Android-based 5.3
Blackberry 4.6
iPhone 4.5
iPad 2.6
E-readers (all) 1.9
Source: Outsell, 2010
Source: Forrester Research, 2011
Texas A&M: Library survey 2010
Graph courtesy of Bennett Claire Ponsford
Texas A&M: Library survey 2010
Graph courtesy of Bennett Claire Ponsford
iPhone App
nature.com
Nature.com app: iPhone and iPad usage stats (May 2010-April 2011)
Nature.com app: iPhone and iPad usage stats
M J J A S O N D J F M A
Unique usersReturning usersDownloads
Some challenges…
●No individual article purchase yet
●Only one operating platform (IOS)
●Site license authentication??
●COUNTER compliance
Mobile website
m.nature.com
Goal is…
www.nature.com/mobileapps/
Other experiments…
Licensed pay per view
●In addition to some site license holdings
●Mediated or non-mediated
●Ranges from $10-20 download
Interactive, affordable access textbooks
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