12. 100m documents uploaded ..by 1,000,000 users;
100,000,000 the 10 largest
90,000,000
80,000,000
userbases:
70,000,000 University of Cambridge
60,000,000 Stanford University
50,000,000 MIT
40,000,000 Imperial College London
30,000,000 University of Oxford
20,000,000
Harvard University
University of Michigan
10,000,000 University College London
0 University of California at Berkeley
Columbia University
14. http://dev.mendeley.com
Chemical compound
databases
Location data
Alzheimer’s research
Grant funding
Mendeley Open API databases
Blog posts
15. http://dev.mendeley.com
Tim O’Reilly
O’Reilly Media
Werner Vogels
CTO Amazon.com
James Powell
CTO Thomson Reuters
John Wilbanks
VP Science, Creative Commons
Mendeley/PLoS API Binary Battle
$16,001 for the best app Juan Enriquez
MD Excel Venture Management
17. How does Mendeley drive the collaboration ecosystem?
Individuals Groups of academics
“Amateur-Experts”
Co-creation
Academic vs.
Globalization corporate
Data
18. Incentive to add user-generated content via workflow integration
19. Crowdsourced approach as a non-traditional way of gathering
people to collaborate
Mendeley’s strategy: Connect
people with people and people
with content to enable
collaboration.
Prerequisite: Increase
transparency and accessibility!
• Collaboration = filter
• Time, money, people, infrastructure to
find out what’s important
• Information overload vs filter failure?
20. Today
Social Layer Mendeley, ...?
Amount / Importance
Publishers, service
Metadata
providers, ...
Content Publishers
21. Tomorrow?
Content
Amount / Importance
Metadata
Facebook, Twitter,
Youtube...
Social Layer
Creating and sharing
“stuff” as a result.
22. “The challenge of findability”
(1994)
In a March 1994 Wired magazine article, nearly two years before the start of the
research project that would become Google, futurist Paul Saffo made a prediction:
“The future belongs to neither the conduit or content players, but those who
control the filtering, searching, and sense-making tools we will rely on to
navigate through the expanses of cyberspace.”
“Point of view” as human solution to information overload. Points of view are
especially strongly expressed in collaborative/social environments.
23. Why content is still the king in
the academic world, but let’s
take a different view:
Everything is a remix!
Copy, transform, and combine
Combine: By connecting ideas,
creative leaps can happen. Ideas are
connected in communities, and
technology is now in a position to
enable & expose this connectedness.
http://vimeo.com/25380454
26. Atomization of content:
Value creation through
sharing and embed-
ding, and enabling the
community to interact
Fully embrace digital –
idea of a print copy?
Selling article, brand,
information?
27.
28.
29.
30.
31. • Are we monetizing the content, or are we monetizing a service (e.g. dossiers,
mobile access, …)? Can publishers receive compensation for an “authoritative
version” of content?
• Can publishers (and service providers) still differentiate themselves if their
content is being mashed-up / included in such packages? Partnering between
companies as new form of collaboration.
• How would the revenue be split – based on a fixed split, based on contribution
to updates to the package, based on production costs of content, based on
actual usage of content by the clinician?
• How can in this model the publisher still play a role? Wherever the content
goes, people should come back to the publisher? Expert context? What is the
value-added of a publisher?
33. The “Academic Community”?
Lines blur between academic researchers and amateur-experts, between pure
academic content and grey literature, between purely content publishing and
content feedback, and between local and global communities.
CGIAR Bird watchers Cancer patients
34. “The age of the customer – invest accordingly”
Powerful technology
enables and empowers
customers/end-users
Porter’s 5 Forces? Knowledge
of and engagement with
customers as the only
competitive advantage
http://forrester.typepad.com/groundswell/2011/06/welcome-to-the-age-of-the-customer-invest-accordingly.html
35. Mendeley’s “customer obsession”
• Founders getting involved
• Early user testing – painful
• Support team
• Community team
• Lead User Program
• Mendeley Advisor Program
• Listening to and analyzing social media
• Engaging with the customers where they
are (FB, Twitter, etc.)
• Continuous process with clear
responsibilities
36. Connection as a new strategy and community as a business
model
• Support and empower people to be Content
active in a community
• Fans (our audience) become a Metadata
community when they have the
freedom to explore their interests
and connections and organize
themselves (see Mendeley Groups)
Social Layer
– suddenly monetization
opportunity!
37. “The companies flourishing in today’s digital,
social culture provide more than valued
content to people. They deliver valued
connections. And they turn this community,
the content it creates, and the trust it
engenders into money.”
http://www.nieman.harvard.edu/reports/article/102622/Community-A-New-Business-Model-for-News.aspx
38. Creating value – the
example of online
games:
People pay money to
be something in a
community.
39. Some Mendeley-specific monetization thoughts
Pricing models for new ways of academic digital content consumption and
interaction that are different from subscription models and traditional per-article
purchases
• Integrating workflow and content
• Dynamic pricing
• Atomization of content, pricing pieces of content or multiple re-use of content
• Access/distribution channels as revenue models (mobile platforms)
• Drive usage and traffic via free content (“Freemium” in publishing?), monetize
via additional services (e.g. personalization/recommendations)
• Monetizing via partnerships (e.g. third party services, potentially advertising)
Leverage the community: Allow third parties to think about this and help/let them
solve their own problems (e.g. Mendeley Android App)!
40. What does it mean to work with Mendeley?
Discovery Partnership Innovation
• Indexing content to • Usage data • API / academic data
include in catalog • Co-promotion of • Business models
• Including content in services and offers / • Strategy
personalized branding • …
recommendations • Mendeley as
• PDF previews membership offering Not everything has to
be around sales,
Driving traffic and Leveraging and strategic decision how
usage understanding the to approach issues
community
41. US National Academies “Grand Challenges”:
Climate
change Sustainable food
supplies
Artificial
Clean energy Intelligence
Clean water Terrorist
Pandemic diseases violence
Tools of scientific
discovery
42. Why opening access to research matters
But a lottime we are very
“All the of the state of knowledge
of the human race is sitting in the
conscious of the huge challenges
scientists’ computers, and is –
that human society has now
curing cancer,shared
currently not shared. We need to
understanding
get it unlocked so we can tackle
the brain for Alzheimer‘s.
those huge problems.“
