Open Access Business Models Jessica Coates Project Manager Creative Commons Clinic May 2007 AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
1. Resist 2. Adapt AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Default copyright Things you can’t do without permission: • Email a song to a friend • Download a file onto your hard drive to listen to later • Copy a picture/song/film onto your blog page • Use a song in a podcast or in the soundtrack of a home movie/short film • Make a remix or mash up AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Default copyright Copyright is important. But in its current form it: • doesn’t reflect the behaviour of ordinary users • doesn’t reflect the wishes of many creators • makes it difficult to collaborate or remix • makes more jobs for lawyers • prevents digital technologies from being used to their fullest AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Open access • The first people to respond were computer programmers • wanted to facilitate collaboration without needing to have a separate agreement with each creator • Didn’t want to give up all control • Created ‘free/open source software’ licences give prior permission for certain uses of the software • Next step – open content licences AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Open content licences • preserve copyright • provide permission in advance for certain uses • use standardised terms • are non-discriminatory • at a minimum provide the right to reproduce, copy and communicate - under prescribed terms AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Creative Commons Some rights reserved AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Why OCL? • Facilitates collaboration • Increases reach and reputation • Gives new value to otherwise stagnant material • Community engagement • Reduced admin • Legal clarity • Increases sum of human knowledge, encourages innovation • Take better advantage of digital technologies AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Paying for CC Myth – if you release your material under an open access licence you can never get paid for it People used to say they same thing about anything released on the internet. AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Paying for CC free as in speech, not as in beer AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Business models Payment can be: • direct eg purchase • in-direct eg increased traffic Can be provided by: • consumers eg pay-per-use • producers eg vanity press • third parties eg advertisers Can be provided for: • product eg book • ‘added value’ eg searchability • aftermarket service eg maintenance • publicity eg ads AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Direct payment models • Embedded advertising – eg Revver, newspapers, TV and radio • Commercial-use licensing – eg Lisensa, BBC Creative Archive, Magnatune • ‘first use’ payment – eg Redhat, Barenaked Ladies, EMI on i. Tunes • Direct sponsorship – Swarm of Angels AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
In-direct payment models • Premium service - charge for ‘extra features’ eg Red Hat, Sun Microsystems, Magnatune • Hyperdistribution: – money earned through increased publicity eg Corey Doctorow, OK Go, Battlestar Galactica – New jobs from improved reputation eg Corey Doctorow, Chinese Backstreet Boys, open journals, Lily Allen • Innovation rewards – for economy as whole AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Case Studies AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Cory Doctorow • Sci-fi author and editor of Boing-Boing • first book, Down and Out in the Magic Kingdom, published by Tor Books (largest sci fi publisher) in 2003 • Simultaneously released whole text as e-book under BY-NC-ND • 30, 000 downloads first day, now in 6 th print run • Three novels and short story collection later – same experience AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Cory Doctorow • Re-released Down and Out in 2004 under BY-NC-SA • Hundreds of derivative works – translations, audio-books, covers, software projects • “Throughout history, writers have relied on day jobs. . . to make ends meet. The Internet not only sells more books for me, it also gives me more opportunities to earn my keep through writing-related activities. ” AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Revver • Free video sharing site • remuneration through embedded advertising • compulsory BY-NC-ND licensing – cause maximum distribution essential to business model AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Revver • Success story – Eepybird. com’s “Extreme diet coke and mentos experiment” • Watched over 6 million times; made US$30, 000 • Now hosting other popular video series, previews etc eg Lonelygirl 15, “ask a ninja” • Ninemsn now has own Revver-based site - Yourcut AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
Lisensa • CC-type licensing system for commercial use • Incorporates CC licensing and commercial licensing • Idea is have CC Non-Commercial button next to Lisensa button • 90% of payment goes to creator, 10% to Lisensa • CC licence generator also lets you add ‘further permissions’ information AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
AUSTRALIA part of the Creative Commons international initiative
Other • Magnatune – CC licensed MP 3 s, pay for commercial and better quality • Garageband. com – free downloads for publicity, albums available to buy • Swarm of Angels – 50, 000 people contributing 25 pounds each Longer list available at Openbusiness. cc AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
http: //creativecommons. org. au http: //openbusiness. cc info@creativecommons. org. au This slide show is licensed under a Creative Commons Australia Attribution licence. For more information see http: //creativecommons. org/licenses/by/2. 5/au/. AUSTRALIA part of the Creative Commons international initiative CRICOS No. 00213 J
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