Building Web Scale for Libraries

VALA

7 February 2007

Stuart L. WeibelSenior Research ScientistOCLC Programs and Research(Standing in for Robin Murray)VP for Global Development

Building Web Scale for LibrariesBuilding Web Scale for Libraries

OCLC Enterprise Product Strategy - Bringing Web-Scale to Libraries

OCLC Enterprise Product Strategy - Bringing Web-Scale to Libraries

Robin MurrayVice-President Global Product Management

September 2007

OverviewOverview

Today’s Web Environment

The importance of ‘Web-Scale’

• Search Engine Optimisation, The ‘Long Tail’

The Library environment & web-scale

The OCLC Enterprise Product Strategy

• Enterprise Product Architecture

• Building Web-scale

Global Roll-out Issues

Summary

Reduce unnecessary fragmentation and redundancies

Create system-wide efficiencies

Increase the impact of libraries

Make the network work for libraries

Put librariesat the point of need

Create Web Scale

The importance of Web-scale - examplesThe importance of Web-scale - examples

Search Engine Optimisation

The ‘Long-tail’

Search Engine Optimisation the Library Brand and Library UseSearch Engine Optimisation the Library Brand and Library Use

How to OptimiseHow to Optimise

Increase traffic

Promote linking

• Social networking

• Persitent URLs

Build ‘URL equity’

• URL structure

• Focus links on single URLs

• Aggregate web disclosure

Exponential return…

Only web-scale will get near the first page

Union Catalogs, FRBR and Serach Engine OptimizationUnion Catalogs, FRBR and Serach Engine Optimization

Build equity in the work URL

• Globally aggregated web disclosure

• FRBR Don Quixote work viewaggregates information from 2,367 editions in 40,212 libraries

The Long Tail…The Long Tail…

The Library Long Tail(using holdings as measure of popularity)The Library Long Tail(using holdings as measure of popularity)

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Items ranked by system-wide popularity

“Head”

“Long Tail”

Head:Top 10% of WorldCat records (ranked by holdings)account for 80% of total WorldCat holdings

Long Tail:Bottom 90% of WorldCat records (ranked by holdings)account for 20% of total WorldCat holdings

Figure not drawn to scale;for illustration purposes only

Releasing the Long TailReleasing the Long Tail

Unified Discovery

• Web-scale

Rich connections

• Recommenders

• Tagging, usage stats, faceted browse…

• All benefit from network effects AND connection concentration

• URL equity

Libraries and the Long TailLibraries and the Long Tail

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By comparison, Chris Anderson (The Long Tail, 2006) reports:

Amazon: ~ 25% of sales from the “long tail”Netflix: ~ 20% of sales from the “long tail”

• 20% of collection accounted for 90% of use• ‘Long tail’ accounted for 10% of use(2 research libraries over ~4 years)

Libraries Need…Libraries Need…

Web Scale presence

Optimised disclosure to search engines

Efficient systems for mobilising the long-tail

• Web-scale recommenders

• Web-scale usage data

• Web-scale social networking

• …

But…But…The library presence is disaggregated and disconnected…

Local Libraries Group Systems

Global Systems

Web

OCLC Product Strategy – Bringing Web-Scale to Libraries…OCLC Product Strategy – Bringing Web-Scale to Libraries…

The enterprise product architecture

• How we are organized to deliver

The ‘fly-wheel’ business strategy

• Concrete product initiatives against the fly-wheel

Enterpriseproductarchitecture

Local

Global

Group

WorldCatGrid

Network level

Web-scale

OCLC’s unique strategic advantage is the ability to deliver local, group, and global solutions that simultaneously leverage the value of the network, and add value to the network.

Enterprise Product Architecture Enterprise Product Architecture

Content & Metadata Services

Grid Services

The content &Metadata that underpins all our services

The network interfaces &common components that share services acrossnodes and product lines

The specific product lines which provide access to services and automate business processes.

Product Lines

Enterprise Product Architecture : Organizing to deliver…Enterprise Product Architecture : Organizing to deliver…

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End-userEnvironment

Portfolio

End-userEnvironment

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ManagementSystems Portfolio


Grid Services Data utilities Network servicesStandards Common ComponentsDeveloper Network Registry Infrastructure

GridServices Portfolio


Content & Metadata Services WorldCat Cataloguing…Registry ContentBatch Loading Data Expertise…

MetadataServices Portfolio


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3rd PartyContentPortfolio


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DigitalRepository

Portfolio

DigitalRepository

Portfolio

Provide the most compelling Web-Scale presence for libraries

WorldCat.org : Focus on what users do…• Keep it simple…

Add social networking features• Reviews & rating improvements

• Personal lists, recommendations

• Tagging

• Build community

Add features• WorldCat Identities

Search Engine Optimization• Maximize efficiency of Search-engine access

• URL structures

• Motivate linking

Every library should realize they NEED to be represented on worldcat.org

Build Web Scale

FY 08 initiatives

Leverage the value of Web-Scale into end-user solutions for LibrariesLeverage the value of Web-Scale into end-user solutions for Libraries

Leverage the value of Web-Scale into end-user solutions for Libraries

Discovery• Launch and widely deploy WorldCat Local

• Add features• Article metadata, Delivery options…

• Integrate WorldCat into End User Environments

Delivery• Worldcat.org / Local as the entry point

• Comprehensive & intelligent delivery options

• Electronic resource resolution

• Consortial borrowing

• Buy-it

• Home delivery – from pilot to product

Create Local Value

FY 08 initiatives

Syndicate Grid services through partner programsSyndicate Grid services through partner programs

Syndicate Grid services through partner programs

Make data work harder

• xISBN, Audience-level,…

Integration components

• ILS Service integration

• Authentication / identity management…

Build community

• Developer network

Making it easier to participate & build web-scale

Maximize Uptake

FY 08 initiatives

Cataloging• Move record capture upstream

• Generate efficiencies in cataloging, selection & acquisitions

• Radically improve batch-load

Digital Repository• Link local, group and global nodes

• Integrate physical and digital metadata

Electronic Resource Management• Investigate potential for network-based ERM

Physical Repository• Investigate potential for network-based

circulation/acquisitions

Reduce the cost of library management through Grid-enabled systems & services

Increase Efficiency

FY 08 initiatives

Enrich the WorldCat Grid through greater data & service coverage

Greater data acquisition

• Global coverage (national library loads)

• Increase participation

• Add local data with global significance

New data types

• Registries…, Policy Directory

• Make the network work

Fuller integration of existing services

• Search Services, Circ Services, Authentication, IFM…

Move to the Network

FY 08 initiatives

Global Issues - Regional Roll-outGlobal Issues - Regional Roll-out

Although the relative size of symbols may not be an exact representation, the image visually represents the differences between markets in OCLC product heritage

Americas EMEA

ee

WorldCat-based productsCentralized services

eContent/digital contentNL, FS, PiCarta, ECO, etc.eLocal systems and institution-focused products

Asia Pacific

e

EMEA

e

APAC

e

Americas

e

eGrid:

Content-enabled

Systems & Services

BUILDING WEB SCALEIncrementally delivering local & group systems

framework around our content & services

BUILDING WEB SCALEIncrementally delivering

our content & services into our local & group systems

BUILDING WEB SCALEIntegrating activity into a

coherent strategy that delivers web-scale,

content-enabled systems & services

SummarySummary

Libraries need Web-Scale

The library infrastructure creates fragmentation and dis-aggregation

The OCLC Enterprise Product Architecture aims to:

• Link Local, Group and Global systems together to create network effects

• Incrementally build web-scale for libraries

Roll-out approach will be different in different regions to take account of the starting point

Enterprise Product StrategyEnterprise Product Strategy

EVERYCONNECTI

ONhas a

starting point.

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Speaker’s NameSpeaker’s Job TitleOCLC

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Thank You!Thank You!

Questions?

Strategic Introduction to the State of Technology


Robin MurrayVice-President Global Product ManagementOCLC

OverviewOverview

Introduction

Environmental Issues

• Technology suppliers / Market Dynamics

• The ‘Library system’ requirement

• User behaviour

• The Web environment

OCLC Response

• Enterprise strategy

Personal BackgroundPersonal Background

20 years library technology experience

Fretwell-Downing Informatics

• Chief Technology Officer 1995

• Chief Executive Officer 1997

• Launched in

• USA 1998

• Australia 1999

• Netherlands 2002

• Raised Venture Capital 2001

• Sold the company to OCLC PICA 2005

Appointed Director of Strategy & Marketing OCLC PICA

March 2007 – Appointed Vice President Global Product Management at OCLC

Business / Library / Technology

OCLCOCLC

Founded in 1967

• Over 50,000 libraries in over 100 countries use OCLC services

World’s largest library co-operative and supplier of systems & services to libraries worldwide

• Public, Academic, Corporate

Mission Statement

• OCLC exists to further access to the world’s information and reduce library costs by offering services for libraries and their users.

OCLC Online Computer Library Center

OCLC Online Computer Library Center

OCLC Headquarters in Dublin, Ohio, U.S.A. 1,400 EmployeesOther Offices in the U.S.A. Offices Outside the U.S.A.California – Ontario and Santa Rosa Canada – Calgary, Winnipeg & MontrealNew York – New York City France – Paris Pennsylvania – Bethlehem Mexico – Mexico City Washington – Lacey and Spokane The Netherlands – LeidenWashington, DC United Kingdom – Sheffield .

979

3,639

795

4,943 43,358

OCLC Customers & members worldwide

Key OCLC ServicesKey OCLC Services

WorldCat – the world’s largest library database

• 70 Million bibliographic records

• 1 Billion item locations

Online Databases

• 5,000 electronic journals, 120,000 electronic books

Technology

• Library Management Systems, Digital Repositories, Digitisation services

OCLC Product Portfolio StructureOCLC Product Portfolio Structure

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End-userEnvironment

Portfolio

End-userEnvironment

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Delivery PortfolioDelivery Portfolio

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Grid Services Data utilities Network servicesStandards Common ComponentsDeveloper Network Registry Infrastructure



Content & Metadata Services WorldCat Cataloguing…Registry ContentBatch Loading Data Expertise…



3rd P

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Dig

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DigitalRepository

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Environmental IssuesEnvironmental Issues

Technology suppliers / Market Dynamics

The evolving ‘Library System’ requirement

• “Synthesize, Specialize, Mobilize”

User behaviour

The Web environment


Global market is steady-state

• Still significant opportunities in niches

Many first & second generation companies

• Owner-managed / first round VC backing

Need to generate growth to realise economies of scale

• Organic growth

• New markets

• Acquisition essential

All companies with strategic vision• are looking to acquire…

• …or looking to be acquired

Significant further rationalisation will occur

Drivers:• Removing duplication – cost reduction

• Geographic coverage

• Niche players with ‘synthesizable’ services• Note new players will pop-up and be acquired


Evolving Library RequirementsEvolving Library Requirements

Synthesize, Specialize, Mobilize

• See ariadne July 2006• http://www.ariadne.ac.uk/issue48/murray/

Some simple examples

Conclusions & Opportunities…

Service Evolution…Service Evolution…

…System Revolution

…

Serials

Circulation

Acquisitions

Catalog

Collection

SynthesizedInformation

Space

Library ‘web services’

Non-library ‘web services’

Workplace applications

SynthesizedInformation

Space

Library ‘web services’

Synthesize - to combine often diverse conceptions into a coherent whole.

Synthesize

Mobilize

Specialize - involve specific knowledge in order to serve a particular purpose; to apply or direct to specific end or use.

Specialize

Mobilize - to put into actionWorkplace applications - points of need

• Local service• Local added value• Local context• Local knowledge

Library SystemsLibrary Systems

Atomic Library Services Atomic ‘non-Library’ Services

Mobilize

Value - Created by broadening scope of synthesization

Value - Created by broadening scope of mobilization

Value - Created by generating tight, minimal Interface definition- KEY SYNTHESIZED SERVICES

Adding Value…Adding Value…

Synthesize

Some ‘first-gen’ examples…Some ‘first-gen’ examples…

Synthesize

Specialize

Mobilize

Synthesize - DiscoverySynthesize - Discovery

Synthesize - Discovery

Synthesis allowsvalue-added servicesto be applied to alldata sets

Expect more of these

Synthesize - DeliverySynthesize - Delivery

SpecializeSpecialize

Synthesis enables specialization

• Local branding

• Local data sets & authorisation

• Localised data presentation

SpecializeSpecialize

Mobilize – “Getting in the flow”Mobilize – “Getting in the flow”

Synthesis enables mobilisation…

• Where are the users?

• Internet – search engines

• Intranet

• Workplace applications

• …

Mobilize D2D services to the point of need…

Mobilize: Internet – OpenWorldCat…Mobilize: Internet – OpenWorldCat…

Mobilize: Internet – OpenWorldCat…Mobilize: Internet – OpenWorldCat…

Synthesize, network

SEO for libraries

Libraries • Synthesize, Specialize, Mobilize…

• be ready to synthesize new services that add value to their offering

• be ready to outsource internal services to network service providers who can realize economies of scale

• External focus - Mobilize!

SSM - Conclusions & Opportunities…SSM - Conclusions & Opportunities…

Network service providers

• have to be looking for opportunities to provide new ‘synthesizable services’.

Systems providers

• opportunities for revolutionary systems

• have to ensure ‘plug-and-play’ compatibility with network services.

Standards Bodies

• External focus – mobilization

• Facilitate use of wider industry standards

SSM - Conclusions & Opportunities…SSM - Conclusions & Opportunities…

User behaviour & the web environmentUser behaviour & the web environment

With thanks to Lorcan Dempsey, Chief Strategist, OCLC.

Then: the user built their workflow around the library

Now: the library must build its service around the user workflow

Then: resources were scarce and attention was abundant

Now: attention is scarce and resourcesare abundant

Then: Web1.0 – static content, “hub-and-spoke”, little user interaction,

little re-use

Now: Web 2.0 - user-contributed content, peer-to-peer, social networking,

mash-ups

The Web EnvironmentThe Web Environment

Brand is the new real estate

The rich get

richer

OCLC Product StrategyOCLC Product Strategy

Reduce unnecessary fragmentation and redundancies

Create system-wide efficiencies

Increase the impact of libraries

Make the network work for libraries

Put librariesat the point of need

Create Web Scale

OverviewOverview

The enterprise product architecture

Building web-scale - the ‘fly-wheel’ business strategy


Local

Global

Group

WorldCatGrid

Library assets:• People

• Information objects

• Collections

• Policies

• Services

• Rights and licenses

• Vocabularies

• Institutions

• Other


Local

Global

Group

WorldCatGrid

Network level

Web-scale

OCLC’s unique strategic advantage is the ability to deliver local, group, and global solutions that simultaneously leverage the value of the network, and add value to the network.

Enterprise Product Architecture Enterprise Product Architecture

Content & Metadata Services

Grid Services

The content &Metadata that underpins all our services

The network interfaces &common components that share services acrossnodes and product lines

The specific product lines which provide access to services and automate business processes.

Product Lines

SummarySummary

Environmental Issues

• Technology suppliers / Market Dynamics

• The ‘Library system’ requirement

• User behaviour

• The Web environment

OCLC Response

• Libraries must build ‘Web Scale’



Robin MurrayVice-President Global Product Management

User behavior:Web-scale & the long tailUser behavior:Web-scale & the long tail

Web-scaleWeb-scale

Search-Engine Optimization

The long-tail

Search Engine Optimisation the Library Brand and Library UseSearch Engine Optimisation the Library Brand and Library Use

Search Engine Optimisation – Aggregated DisclosureSearch Engine Optimisation – Aggregated Disclosure

OptimizationOptimization

Build equity in the work URL

• Globally aggregated web disclosure

• FRBR Don Quixote work viewaggregates information from 2,367 editions in 40,212 libraries

• URL is the currency of the web• Maximize equity in URLs

Mobilization targets…Sites with ‘gravitational pull’Mobilization targets…Sites with ‘gravitational pull’

The Long Tail…The Long Tail…

The Library Long Tail(using holdings as measure of popularity)The Library Long Tail(using holdings as measure of popularity)

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“Head”

“Long Tail”

Head:Top 10% of WorldCat records (ranked by holdings)account for 80% of total WorldCat holdings

Long Tail:Bottom 90% of WorldCat records (ranked by holdings)account for 20% of total WorldCat holdings

Figure not drawn to scale;for illustration purposes only

Releasing the Long TailReleasing the Long Tail

Unified Discovery

• Web-scale

Rich connections

• Recommenders

• Tagging, usage stats, faceted browse…

• All benefit from network effects AND connection concentration

• URL equity

Libraries and the Long TailLibraries and the Long Tail

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By comparison, Chris Anderson (The Long Tail, 2006) reports:

Amazon: ~ 25% of sales from the “long tail”Netflix: ~ 20% of sales from the “long tail”

• 20% of collection accounted for 90% of use• ‘Long tail’ accounted for 10% of use(2 research libraries over ~4 years)

Union Catalogues – Purposes / Value PropositionsUnion Catalogues – Purposes / Value Propositions

‘Traditional’

• Efficient data maintenance

• Item location / Resource sharing

• Collaborative collection management

‘New’

• Aggregated web disclosure

• Web-scale library presence

• Data mining

• Benchmarking

Documents

Building Web Scale for Libraries