rumela mitra industry director, it & software markets corporate markets/databases...
TRANSCRIPT
Rumela Mitra
Industry Director, IT & Software Markets
Corporate Markets/Databases
[email protected]/+16463843487
2015 ICSTI Berlin
Presentation for ITOC
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Topic: Supporting Innovation at the End-User Level
• Springer today
• New Corporate Markets/Databases group
• Understanding the corporate researcher better
• Saving time, saving money, helping drive innovation
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Springer Overview• Leading Global STM Publisher• 2,200 + Journals• 8,000 new book titles published per year• Global Reach of Over 10 Million• Largest Open Access Portfolio, >350 Journals• > 7,000 employees in 25 Countries• Databases include Materials, Protocols, Adis• Owns Papers software and InfoChem• New Corporate Markets/Databases group formed in 2014
1904 1921 1922 1944 1963 1991 2002
J.P. Pavlov
Medicine
Albert Einstein
Physics Niels H. de Bohr
PhysicsOtto Hahn
Chemistry Sir John Eccles
Medicine
Bert Sakmann
Medicine
Kurt Wüthrich
Chemistry
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Springer’s Global Presence
Argentina / Australia / Austria / Brazil / China / France / Germany / India / Italy / Japan / Malaysia / Mexico / Morocco / The Netherlands / New Zealand / Russia / Singapore / South Africa / South Korea / Spain / Switzerland / Taiwan / Turkey / United Arab Emirates / United Kingdom / USA
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Springer’s Global Presence
Argentina / Australia / Austria / Brazil / China / France / Germany / India / Italy / Japan / Malaysia / Mexico / Morocco / The Netherlands / New Zealand / Russia / Singapore / South Africa / South Korea / Spain / Switzerland / Taiwan / Turkey / United Arab Emirates / United Kingdom / USA
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Who’s buying it?
~20%Corporations
Individuals
~80%Academic
Libraries33%Books
65%Journals
What are we selling?
2%Other products
68%online deals
34%eBooks
66%Books
Springer STM Business Basics
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Springer has a 5 year Strategic Plan
• Current plan runs from 2012 to 2016
• 8 Key Areas of Focus on which we will build the future Springer products and services for our customers
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Two primary users of our content in Industry
Scientists Engineers
Journals BooksDatabases Software tools
Usa
ge
Journals BooksDatabases Software tools
Usa
geA product manager of SpringerMaterials estimates: Scientists
probably use more journal content while Engineers find databases more useful.
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Corporate researchers rely heavily on Google web search and Google Scholar for content discovery
Almost three quarters of
corporate users started their
search on Google web search
or Google Scholar
Other important referrers
include A&I databases,
CrossRef links, library websites
and TOC alerts
Results are very much in line
with data from the Springer for
R&D web analytics tool
Google web search; 50%
Google Scholar; 24%
Abstract & Index-ing; 7%
Reference link-ing; 6%
Library website; 4%
Direct visit; 4%
eMail alert; 4%
Recommen-dation, 1%Other; 2%
Where did you start this visit to the Springer for R&D website, or who directed you to Springer for
R&D?
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I skimmed it just to get the main idea
I read only specific sections
I read it and paid attention to the main points
I read parts of it with great care
I read all of it with great care
22%
30%
21%
17%
10%
During your current visit to Springer for R&D, how closely did you read an article or book?
Few users read the whole chapter/book or article with great care, selective reading is much more the norm
Reading behavior can range from
brief skimming of the content to
detailed reading
The majority of users read the
content selectively
We see 3 major reading behaviors:
reading specific sections (30%),
skimming to get the main idea
(22%), and reading and paying
attention to the main points (34%)
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Establish contacts with other researchers
Increase chances of success with patent application
Improve an operational process
Make better business decisions based on factual data
Prepare an experiment or trial
Pursue new project or technology
Stay up-to-date in my field
Get background info on topics related to core research area
Identify current research on a specific topic
2%
2%
7%
9%
19%
20%
21%
43%
49%
What is the primary purpose of your current visit to Springer for R&D?
Corporate researchers use Springer for R&D to stay current in their fields as well as gain insights in research topics, concepts and methodologies in their core research areas
Often this is done in the conceptual phase when they pursue new projects or technologies or prepare an experiment
We need background research information to plan new
experiments and to keep our selves up to date with latest work done in our core areas.
(Researcher, Biotechnology, India)
“
“ Multiple answers possible
Reading ‘current research’ and getting ‘background info’ are the most common tasks corporate users want to accomplish on Springer for R&D
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Increasing my chances of success with patent applications
Establishing contacts with other researchers
Supporting a business decision
Saving time by not duplicating research
Making better business decisions based on factual data
Improving an operational process
Basing my R&D projects on reliable content
Pursuing a new project or technology
Preparing an experiment or trial
Staying up-to-date in my field
Getting background information
Identifying current research on a specific topic
21%
50%
26%
16%
How important is the content you use on Springer for R&D to reaching the fol-
lowing goals?
Most impor-tant
2nd most important
Accessing the latest research results is crucial for corporate researchers
Users were also asked to rank specific tasks and goals by importance
Half of them said that ‘identifying current research’ was the most important goal, emphasizing how crucial it is for them to have access to up-to-date research results
Many value Springer for R&D also as a ‘knowledge hub’, where they can get background info on specific topics
“Springer for R&D provides me with the latest developments in
my research area.(Researcher, Engineering, USA)
“
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1 – Not useful at all
2
3
4
5 – Very useful
0%
4%
25%
39%
32%
Overall, how useful is Springer for R&D for your work?
““
I find a lot of valuable information for my research related work on Springer for
R&D and I use this service on a weekly basis.
(Researcher, Chemical Manufacturing, Lithuania)
Over 70% of corporate users find Springer content (very) useful for their work
They appreciate that they can easily find a vast amount of relevant and high quality content
Those who say that Springer content is not that useful mainly complain about not having full-text access to the content
Majority says that Springer content is (very) useful
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To retrieve content that helps planning my experiments
and to stay up to date with the research. To know the
recent ongoing technologies.
(Researcher, Chemical Manufacturing, Japan)
This is almost like a research Wikipedia to us. Springer has become an
essential tool to find necessary research articles.
(Researcher , Biotechnology, India)
A lot of time and money is saved by finding work
done by others and buying the technology
rather than "reinventing the wheel".
(Researcher, Chemical Manufacturer, Australia)
Why is Springer for R&D useful for you
work?
Because it is very informative, knowledgeable, provides
professional information in all the areas it covers. At times I
have the sense that Springer is peerless whether in Europe or
the United States.
(Researcher, Pharma, Singapore)
For finding the relevant studies for projects which require most recent
information on drugs and diseases, on the basis of which a conclusion is drawn.
(Researcher, Pharma, France)
Contains many of the papers I need to conduct my research.
(Researcher, Biotechnology, New Zealand)
I can obtain most of my research related work by
using either Springer journals or books.
(Researcher, IT & Software, India)
Provides access to research published in high quality
scientific journals.
(Researcher, Agriculture, USA)
Provides high-quality research
useful to my work.
(Researcher, Finance & Banking, Brazil)
The work we do is not something our group was specifically
designed to do so we need good resources to demonstrate the purpose/value of what we are doing or the advise we give.
(Researcher, Food Science, USA)
Very large selection of journals and high-quality books. Easy to search.
(Researcher, Chemical Manufacturing, USA)
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Researcher do not want to lose time in searching for necessary information – quick and easy access is required
How could publishers help you to better achieve your goals (to get your job done)?
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Market Intelligence, Hospitals & Health End UsersIndustry Director
Key Findings:
• Lots of clinical questions are answered by colleagues or internally produced guidelines
• A surprising number of searches begin and end with Google and only “free” resources are utilised
• Journals, MedLine, occasionally UpToDate are the most frequently utilised library resources
• Little knowledge of what content costs or who is responsible for acquiring it
• Very few patient focused clinicians are using ebooks
• Confidence in ability to find appropriate content, biggest frustration is lack of access and outdated platforms
• No one searches on SpringerLink
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Market Intelligence, Oil & Gas End Users
Key Findings• Key Personas: Geologists, Geophysicists, Engineers, Software Developers, Chemists
• They use a lot of proceedings and case studies
• They write mostly proceedings and case studies
• Patent material important
• Promotional Material and Sales Offers need tailoring to different types of companies
“Well Data and Analogues”
“Standards”
“Catalysts”
“Algorithms, Code”
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Market Intelligence, Pharma & Biotech End Users
Discovery Preclinical Clinical Launch Post-launch
Content Needs: Through the Drug Lifecycle
CHEMISTRY, CELLBIO, BIOCHEM, MOLECBIO, NEUROSCI, GENOMICS
PHARMACOL, TOXICOL, PHARMASCI, BIOTECH, BIOPHYSICS, BIOMEDICINE
CARDIO, IMMUNOLOGY, ONCOLOGY, RHEUMATOL, DIABETES…
STATISTICS FOR LIFE SCIENCES, STATS METHODS & THEORY
PHARMACOVIGILANCE
PHARMACOECONOMICS & OUTCOMESSPRINGER MATERIALS
SPRINGER PROTOCOLS
ADIS CTI, BMC ISRCTN
ADIS RDI
ADIS PVI, REACTIONS PS
SPRINGER IMAGES
PAPERS
Journals and Books
Databases and Services
PATENTS
NEWS
TRIAL DESIGN
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Market Intelligence, IT & Software End Users
∙Top R&D trends revolve around data analytics, machine learning, cloud computing to name a few examples∙2% of survey respondents do publish their own research∙30% of survey respondents do use patent information in their workflow
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Adis Insight can provide you data & information at drug discovery, development and commercialization stages.
Basic Research Discovery Pre-clinical Clinical trials Registration Marketed
R&D Insight tracks and evaluates drugs worldwide
ClinicalTrials Insight captures ongoing trials and trial results
Pharmacovigilance Insight allows access to adverse drug reaction reports, drug safety studies and regulatory news
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InfoChem Copyright © 2014 Dr. Josef EiblmaierInfoChem GmbH
23 / 25
Diazepam OR Valium OR Ansiolisina OR Diazemuls OR Relanium OR Stesolid OR Apaurin OR Faustan OR Seduxen OR Sibazon OR Methyldiazepinone OR Calmocitene OR Neurolytril OR Bialzepam OR Ceregulart OR Condition OR
Diazetard OR Liberetas OR Relaminal OR Serenamin OR Tranquirit OR Ansiolin OR Apozepam OR Atensine OR Bensedin OR Calmpose OR Diacepan OR Diazepan OR Dipezona OR Domalium OR Kiatrium OR Paranten OR
Quetinil OR Quiatril OR Quievita OR Renborin OR Ruhsitus OR Seduksen OR Serenack OR Serenzin OR Stesolin OR Tensopam OR Tranimul OR Tranqdyn OR Unisedil OR Valitran OR Alboral OR Aliseum OR Amiprol OR Armonil OR
Assival OR Cercine OR Diastat OR Dienpax OR Eurosan OR Freudal OR Frustan OR Gihitan OR Horizon OR Lembrol OR Morosan OR Saromet OR Sedipam OR Setonil OR Sonacon OR Umbrium OR Atilen OR Dialag OR Diapam OR
Duksen OR Eridan OR Levium OR Paxate OR Plidan OR Vatran OR Velium OR Duxen OR Lamra OR Paxel OR Relax OR Solis OR Valeo OR Vival OR Vivol OR Zipan OR Noan OR Usempax ap OR Azedipamin OR Britazepam OR
Calmociteno OR Centrazepam OR Kabivitrum OR Ortopsique OR Valrelease OR Ansilive OR Anxicalm OR Anxionil OR Benzopin OR Calmaven OR Chuansuan OR Desconet OR Desloneg OR Diaceplex OR Diazepin OR Gewacalm OR Jinpanfan OR Mentalium OR Metamidol OR Nixtensyn OR Novodipam OR Pacitran OR Paralium OR Prozepam
OR Psychopax OR Radizepam OR Simasedan OR Trankinon OR Trazepam OR Valaxona OR Valiquid OR Valuzepam OR Vanconin OR Antenex OR Arzepam OR Betapam OR Diapine OR Diaquel OR 7-Chloro-1,3-dihydro-1-methyl-5-
phenyl-2H-1,4-benzodiazepin-2-one OR NCGC00178168-01 OR WLN: T67 GNV JN IHJ CG G1 KR OR 2H-1,4-Benzodiazepin-2-one, 7-chloro-1,3-dihydro-1-methyl-5-phenyl- OR CPD000058398 OR SAM001246536 OR
SMR000058398 OR 439-14-5 OR 7-Chloro-1-methyl-5-phenyl-3H-1,4-benzodiazepin-2(1H)-one OR 7-Chloro-1-methyl-2-oxo-5-phenyl-3H-1,4-benzodiazepine OR 7-Chloro-1-methyl-5-phenyl-2H-1,4-benzodiazepin-2-one OR
C06948 OR D00293 OR 5-24-04-00300 (Beilstein Handbook Reference) OR D003975 OR A3662/0155188 OR I06-0194 OR 1-Methyl-5-phenyl-7-chloro-1,3-dihydro-2H-1,4-benzodiazepin-2-one OR 7-Chloro-1-methyl-5-3H-1,4-
benzodiazepin-2(1H)-one OR 7-chloro-1-methyl-5-phenyl-3H-1,4-benzodiazepin-2-one OR DZP OR Dap OR Pax OR 11100-37-1 OR 53320-84-6 OR InChI=1/C16H13ClN2O/c1-19-14-8-7-12(17)9-13(14)16(18-10-15(19)20)11-5-3-2-4-6-
11/h2-9H,10H2,1H
...
(343 Synonyms!)
„Full Text Searching is sufficient!“
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Main objective of the new Corporate Markets/Databases group
1. Understand industry (market research roadmap). Use internal and external sources, feed knowledge back within Springer.Create feedback community to test new ideas
2. Drive impact of existing content
• Improve content offering, within (“content pockets”) and across industries (“horizontals”)
• Gather, evaluate, execute ideas for new products
• Gather, evaluate, follow M&A ideas of databases
3. Be the face of Springer to R&D professionals in key industries
4. First four verticals: Oil & Gas, IT & Software, Pharma & Biotech, Health & Hospitals
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A new corporate initiative: “content pockets” and “horizontals”
Other Hospitals & Health
Pharma IT & Software
Electronics Automotive Oil, Gas & Geo
Other
Mapping
Statistics
Bioinformatics
Analytical techniques
Displays and thin films
Storage systems
Optical and electronical materials
Fracking
Microscopy
Polymers
Surface technology, lubricants
Mobile comms
UX
Diabetes
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2015 Subverticals marketing in “High Tech”: what interests the CIO, patent/IP lawyer, VP of R&D, CTO, product engineer etc.? Do we understand these end-user profiles and their workflow? 1. Display / Thin Films (OLEDs
2. Electronic Circuits and Systems
3. MEMS* (Micro Electro Mechanical Systems)
4. Telecommunications
5. Pattern Recognition / Computer Vision
6. Internet of Things
7. Robotics and Artificial Intelligence* (Across verticals)
8. Intelligent Transportation* (Tech & Automotive)
9. Privacy, Data, Ethics, Cryptology* (many industries)
10. Bioengineering* (Tech, Healthcare/Medicine/Biotech)
11. eCommerce / Recommenders (ex: Amazon)
12. Semiconductors
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Reaching the pragmatic end-user such as a coder, a developer, a programmer, a corporate user group: messaging for Game Developer’s Conference/SXSW:
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Highlight: Cambridge Tech Summit where Springer invited leading innovative CEOs to present: