The Business Value of the DOI A First

The Business Value of the DOI: A First Look at Applications for the Book Industry David Sidman CEO CONTENT DIRECTIONS, INC. (212) or (888) 792 -1847 dsidman@contentdirections. com National Online May 17, 2001 New York City © 2001 CONTENT DIRECTIONS, INC.

Outline 1. What is the DOI (Digital Object Identifier)? 2. Who has implemented it and why (Scientific Journals)? 3. Who is about to implement it and why (Books)? 4. How does it work in real life? *** DEMO of Book Industry Applications *** (“Sneak preview of DOI-EB Applications at BEA May 31, Chicago) © 2001 CONTENT DIRECTIONS, INC.

What is the DOI? • “The DOI is the UPC (Bar Code) for objects of intellectual property on the Internet. ” Two aspects: 1. Uniquely identifies content - therefore enables computers to execute transactions of all kinds: Buy, Sell, Syndicate, Track, Compute Royalties, Clear Rights, Enforce Copyright, Grant Permissions… including its full life-cycle within the Content Repository - both pre-publication and post-publication (archival) 2. Provides a Stable, Persistent Link to the Content Itself (or to the Owner’s website) • Initiated (1996) in order to: a) create an e-commerce market for intellectual property online b) protect copyright in that market (otherwise no one gets paid) © 2001 CONTENT DIRECTIONS, INC.

#1 - Unique Content ID • Any type of content: text, music, film, video, photographs, software… • Any level of granularity: whole book, individual chapters, illustrations, data sets, tables, music tracks, versions (e. g. dif. resolutions)… • Compatible with (superset of) any & all other numbering schemes (ISBN, ISSN, ISWC, UPC…) • Once assigned, never changes (“A DOI is Forever”) • Why is a unique ID so important for transactions? (UPC/Bar Code example…) © 2001 CONTENT DIRECTIONS, INC.

The UPC (bar code): more than just a quick way to get through the checkout line Manufacturer Distributor Receiving Just-in-Time Ordering Store Inventory computer Cash register Financial systems Head Office © 2001 CONTENT DIRECTIONS, INC. 6

The UPC (bar code): more than just a quick way to get through the checkout line Manufacturer Distributor Receiving Just-in-Time Ordering Store Unique product identifier also used across supply chain for: - Billing/Payments - Sales Tracking Inventory computer - Financial Reporting - # goods shipped - sales by store or region - etc. Cash register Financial systems Head Office © 2001 CONTENT DIRECTIONS, INC. 7

Customer / End User Services Subscription Agents DOI Search DOI Engines Abstracting and Indexing (A&I) DOIServices Customers / End Users Search DOI Technology Providers DOI Individuals Universities DOI Library Automation DOI System Vendors Libraries DOI Corporations DOI Publishers DOI DRM Services DOI Rights Clearinghouses Online Bookstores DOI E-Commerce Vendors/ Service DOI Providers Content DOI Distributors/ Aggregators/ Syndicators Editorial / Content DOI Prep Systems DOI Typesetters Content DOI Hosting Providers Content DOI Management Systems DOIPrinters/ Manufacturers DOI Web Publishing Systems Authors / DOI Creators © 2001 8 Distribution and Sale of Content. CONTENT DIRECTIONS, INC. Creation/Supporting Services Content

Case Study: Digital Rights Management (DRM) DOI Content Hosting © DOI Publisher DOI Metadata DOI Rights Clearinghouse Content Distributors/ Syndicators/ Aggregators © Customer © © © Secure Wrapping/ Encryption DRM Packaging Software DOI E-Commerce Vendor DOI The DOI permits interoperability across all the “moving parts” of the DRM chain © Customer © 2001 CONTENT DIRECTIONS, INC. 9

Case Study: Digital Rights Management (DRM) DOI Content Hosting © DOI Publisher DOI Metadata DOI Rights Clearinghouse Content Distributors/ Syndicators/ Aggregators © Customer © © © Secure Wrapping/ Encryption DRM Packaging Software DOI E-Commerce Vendors DOI © Customer © 2001 CONTENT DIRECTIONS, INC. 10

#2 - Persistent Identifier • DOI never changes, but URL does: Content Owner maintains the correct URL pointer in a directory • Directory is similar to Domain Name System (DNS): single directory logically, but distributed physically • If maintained faithfully, a DOI link survives: – moving the content to a different server – Content Owner’s sale of that content unit/product line – acquisition of Content Owner by another company © 2001 CONTENT DIRECTIONS, INC.

URL Content URL URL URL © 2001 CONTENT DIRECTIONS, INC. 12

URL URL URL 404 File not found URL URL Content URL URL © 2001

URL DOI Publisher DOI URL DOI Content DOI URL DOI directory DOI URL DOI

DOI Publisher DOI Response Page DOI DOI directory DOI DOI • purchase content • get metadata • get price quote • request rights clearance • request permissions Content DOI DOI DOI © 2001 CONTENT DIRECTIONS, INC. 15

DOI Publisher DOI Response Page DOI DOI directory DOI DOI • purchase content • get metadata • get price quote • request rights clearance • request permissions DOI DOI DOI Bookstore © 2001 CONTENT DIRECTIONS, INC. Bookstore 16

DOI Publisher Internet DOI DOI DOI directory DOI DOI directory Content DOI DOI ©

Underlying Technology for DOI • “Handle System” • Robust, scalable, live & working since 1997 • Developed by CNRI (Corporation for Nat’l Research Initiatives - non-profit research org) • Run by Dr. Robert Kahn, one of principal inventors of the Internet • CNRI runs, coordinates, or supports many Internet standards bodies: IETF, IAB, etc. © 2001 CONTENT DIRECTIONS, INC.

Publishing Industry Support • Association of American Publishers (project was initiated by the AAP Enabling Technologies Committee, 1996) • International Publishers Association (IPA endorsed its launch at the Frankfurt Book Fair 1997) • STM International (also endorsed the launch, and has given special support because the STM market was the first to go online) • Many individual publishers, esp. STM Journals © 2001 CONTENT DIRECTIONS, INC.

Current State of Deployment • Scientific Journals – 70 of the largest international journal publishers funding permanent non-profit DOI tagging operation (“Cross. Ref”) – 3 million DOIs registered to date – “Killer app: ” Cross-linking the world’s scientific journal literature, based on a common “DOI Lookup” database • e. Books – Stephen King moves 500, 000 e. Book copies in 24 hours – Wake-up call to Trade Publishers: 1) there is a market, but 2) the content had better be copyright-protected. AND: 3) it had better be EASY & SEAMLESS – AAP/Andersen Consulting “e. Book Standards” initiative declares DOI the identifier of choice for e. Books (November 27, 2000) • Other Content Industries (Music, Video, Photography, Software. . . ) • 3 rd Party Support from Technology Vendors & Others – Digital Rights Management (DRM) – Content Management Systems (CMS) – “Infomediaries”

One Example: Cost of Bilateral linking agreements Publishers Agreements 5 25 300 50 1225 N © International DOI Foundation 10 ½N(N-1)

Central linking agreements Common interchange N publishers = N links © International DOI Foundation

DOI number format • 10. 1065/abc 123 defg • 10 = DOI 10. 1065 = Handle prefix • abc 123 defg = Handle suffix – item identifier – any format – naming authority (publisher) • in use, a DOI is an opaque string (a “dumb number” - a good thing) © International DOI Foundation

Customers Individuals Corporations Universities Libraries Infomediaries Retailers/ Aggregators Distributors Text Search Services Syndicators Publishers Music Film/Video Misc. . Photo -Non-profit; supported by memberships, some “wholesale” fees -Administers relationship with CNRI -Encourages adoption of DOI Auth. Certificates -Policy-making body for DOI users and registration agencies Chemical Structures Gene Sequences Scientific/Medical News Photog. Stock Photog. Training/Industrials Documentaries Movies Television Multimedia Record Companies Magazines Journals Books International DOI Foundation Vertical Portals How Content Directions helps others in the “DOI Value Chain: ” CMS Vendors, DRM Vendors, Syndicators/Distributors, Systems Integrators, etc. -Develops strategic relationships with -Encourage publisher adoption infomediaries and other partners to of DOI encourage publisher adoption of DOI -Explain strategic benefits & business case -Help plan implementation -Project-manage implementation -Will operate commercially -Will stabilize core technology and operations as a platform for 3 rd-party development value-added, branded DOI services - Will provide documentation, tech support, consulting, etc. CNRI spin-off CNRI Subscription Agents -Builds branded, value-added services on top of CNRI platform Content Directions IDF A&I Services Corp. for National Research Initiatives -Non-profit research org to develop core technology (Handle System). © 2001 CONTENT DIRECTIONS, INC. Core Technology / Infrastructure 24 DOI VALUE CHAIN

Customers Individuals Corporations Universities Libraries Infomediaries Retailers/ Aggregators Distributors Text Search Services Syndicators Publishers Music Film/Video Misc. . Photo Auth. Certificates Chemical Structures Gene Sequences Scientific/Medical News Photog. Stock Photog. Training/Industrials Documentaries Movies Television Multimedia Record Companies Magazines Journals Books Content Directions A&I Services Subscription Agents Externally oriented Internally oriented Publisher/ Industry Assoc. 's CMS Vendors Other DOI Consultants /Systems Integrators value-added, branded DOI services IDF Vertical Portals DRM Vendors E-publishing/ Distribution Services E-Commerce Services Publisher Services CNRI spin-off CNRI 25 DOI VALUE CHAIN © 2001 CONTENT DIRECTIONS, INC.

Strategy and Business Case • Education Overviews or intensive workshops tailored to Executives and/or Staff. • Business Case Identify increased revenues, cost savings, and implementation costs Business Planning How Content Directions helps Publishers implement the DOI • “State-of-Readiness” assessment of: Post-Production workflow; IT systems; E-commerce systems; Back-office systems • Develop DOI-based product strategy • Develop implementation recommendations Implementation Planning • Metadata assessment • Detailed cost-benefit analysis • Define implementation project Implementation • CDI will act as project manager and general contractor • Custom development or off-the-shelf package integration (Post. Production Systems, Asset Mgmt, Digital Rights Mgmt, E-Commerce. . . ) Post- Implementation Value-Added Services • CDI will develop or consult on developing company- or industryspecific value-added applications. E. g. : • Automation of relationships with syndicators/distributors • Advanced DRM solutions • “Multiple-resolution” applications © 2001 CONTENT DIRECTIONS, INC. 26

Further information • International DOI Foundation (IDF): http: //www. doi. org • Corporation for Nat’l Research Initiatives (CNRI): http: //www. cnri. reston. va. us • Cross. Ref Consortium (scientific journal publishers) http: //www. crossref. org • Content Directions, Inc. : http: //www. contentdirections. com © 2001 CONTENT DIRECTIONS, INC. 27