1. Trialling Mobile and Article Rental Access Options for Journal Content Grace Baynes Nature Publishing Group NASIG, June 2011

2. Overview ● Why experiment with new access options? ● DeepDyve ● Mobile: iPhone, iPad… ● Other experimental developments –Licensed pay-per-view –Interactive textbooks

3. Why experiment? ● Over 4000 institutions have access to Nature via site license ● BUT ● Mobile adoption ● Calls for low-cost, quick view ● Company culture

4. DeepDyve experiment

5. DeepDyve

6. DeepDyve and NPG

11. Take up is low…

12. DeepDyve unique visitors

13. 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

14. Mobile subscriptions

15. Mobile engagement PlatformHours per day Android-based5.3 Blackberry4.6 iPhone4.5 iPad2.6 E-readers (all)1.9 Source: Outsell, 2010

16. Source: Forrester Research, 2011

17. Texas A&M: Library survey 2010 Graph courtesy of Bennett Claire Ponsford

18. Texas A&M: Library survey 2010 Graph courtesy of Bennett Claire Ponsford

19. iPhone App nature.com

25. Nature.com app: iPhone and iPad usage stats (May 2010-April 2011)

26. Some challenges… ● No individual article purchase yet ● Only one operating platform (IOS) ● Site license authentication?? ● COUNTER compliance

27. Mobile website m.nature.com

28. Goal is… www.nature.com/mobileapps/

29. Other experiments…

30. Licensed pay per view ● In addition to some site license holdings ● Mediated or non-mediated ● Ranges from $10-20 download

31. Interactive, affordable access textbooks