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Business Model Innovation
Policies and practices in Archives
             Harry Verwayen
          July, Budapest SUN Course
1. What is a Business Model?
“A business model is the logic of
an organisation to create value”
        See: Osterwalter & co, Business Model Generation
Why is this relevant to policy
   makers in archives?
The Business Model Canvas
     See: http://www.businessmodelgeneration.com/
Value Proposition
              Activities                                   Relationship
      Resources
                                                                   Stakeholders
      Partners                                                     Channels




             Costs                                              Benefits


‘The business model describes the logic of our organization to create and deliver value’
2. Case study:

Nationaal Archief joins Flickr the Commons
The archive sector
aims to preserve
our heritage and
make it broadly
accessible
Digitization is a
powerful tool to
reach those goals
and create added
value. But how does
this affect our
business model?
We picked up the canvas and got to work
Here is the result...
The project made 400 photo’s of the
National Archive available on Flickr- The
               Commons
Why?
Why? Reach a larger
       audience
Why? Reach a larger
       audience


           create user-
           participation
Why? Reach a larger
       audience


           create user-
           participation
    (through social tagging)
Here’s how this
mapped out on the
canvas:
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
The ‘old’ model looked something like
                 this
Cost structure is
clear. Value creation
    is subsidized
In the new model things had
     drastically changed
Open Content




In the new model things had
     drastically changed
Open Content




In the new model things had
     drastically changed
Open Content
                        Platform



In the new model things had
     drastically changed
Internet




         Open Content
                        Platform



In the new model things had
     drastically changed
Technology
    driven


                               Internet




               Open Content
                              Platform



In the new model things had
     drastically changed
Technology
    driven


                               Internet




               Open Content
                              Platform



In the new model things had
     drastically changed
Technology
    driven


                               Internet




               Open Content
                              Platform



In the new model things had
     drastically changed
Technology
                     driven


                                                Internet
social tagging




                                Open Content
                                               Platform



                 In the new model things had
                      drastically changed
Results: >1 million page views

Results: >2000 comments
  Results: >14000 tags




   http://beeldenvoordetoekomst.nl/nl/news/evaluatie-pilot-nationaal-archief-joins-flickr-commons
Business Model Innovation Open Data
the experiment shows that
photo’s on flickr were viewed
160 times as much as on our
         own site...
Business Model Innovation Open Data
After evaluating the success, NA
integrated flickr into it’s regular activities.
It published recently it gets 5000 visits on
Flickr daily.
You see the point?
3. Let’s watch a short film
     watch the film here: http://vimeo.com/36752317
4. Case study 2:

The Problem of the Yellow Milkmaid
The Rijks Museum found out that yellow copies of
   Vermeer’s Milkmaid became so persistent on the
web that visitors started to believe the original was a
                                                 fake...
              See: White Paper, The Problem of the Yellow Milkmaid on
              pro.europeana.eu
At Europeana we used this as a case study to
investigate the risks and benefits of pushing for
openly licensed metadata in the cultural heritage
                      sector




           See: White Paper, The Problem of the Yellow Milkmaid on
           pro.europeana.eu
We started our investigation with ‘real people’ in mind:




                            End User
We started our investigation with ‘real people’ in mind:




                            End User
Who have many different ways to access our material...




                      Access to Cultural Heritage




                                End User
We looked at these as different spheres in a universe...

Public
                                                                                                       Private
(Europe)                                 TEL
                                                                                    books

                                                        Europeana

                Athena

                                               Europeana Travel                             search
                                                                                                                      scholar
       APEnet
                                                           Access to Cultural Heritage




                (Netherlands)

national
                                      Royal Library                                                   Community
archive
                                                                     End User

                                sound & vision                                                       wikipedia



 Public
                                  (France)
 (national)
                                                                                                                 Commons



                                                      culture.fr
                           bibliothéque
                           nacionale
Each with their own characteristics
Each with their own characteristics


               d
Publicly funde                ro p e
               l Agenda for Eu
Support Digita
                  ophy
Op en Data Philos
                                       TEL

                                                            Europeana




              Athena                            Europeana Travel




     APEnet
Which dictate the ‘logic of value creation’ (or business model)




                                                                        d el
                                                                  M o
                                                           e ss
                                                         in
                                                     B us
                                              T he
We found that ours had very much been ‘supply driven’
We found that ours had very much been ‘supply driven’
As we had aggregated millions of objects and made them
                     available through one specific interface

                               b rary
                         ch LI
                   l Dut
                  Roy a




                                        TE
                                          L




                                              APENET



                                                       National Archive

                                                                          2008-2011
         e
      vr
L   ou

                      rchief
             Drents a
As we had aggregated millions of objects and made them
                     available through one specific interface

                               b rary
                         ch LI
                   l Dut
                  Roy a




                                                                           ea na
                                                                  Euro p                CC
                                        TE
                                          L
                                                                                          -B
                                                                                    D        Y   -N
                                                                                     ig
                                                                                       ita         C
                                                                                             l




                                              APENET



                                                       National Archive

                                                                                   2008-2011
         e
      vr
L   ou

                      rchief
             Drents a
While this had been an essential pre-requisite for access and
                       distribution....
It did not allow for re-distribution through Linked Open
                          Data...
Fast growing sites such as History Pin
Or even Wikipedia!
We felt we needed to change our perspective
We felt we needed to change our perspective
We felt we needed to change our perspective
To the demand side
It became clear that aggregation was still neccessary...
It became clear that aggregation was still neccessary...
But the portal setup didn’t cater to the needs of wildly
            differing customer segments...
Who have their own workflows and preferences for accessing
                       information
Business Model Innovation Open Data
The key to this was changing the licensing framework
Business Model Innovation Open Data
But how does this affect the business model of our partner institutions???
What do you do?
We organised a series of
workshop, this one with an
emphasis on the risks &
rewards of opening up
metadata
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
Here is what we found out:
Business Model Innovation Open Data
Business Model Innovation Open Data
All participants perceived 3 risks and 3 rewards of opening up data as most
important:
All participants perceived 3 risks and 3 rewards of opening up data as most
important:
All participants perceived 3 risks and 3 rewards of opening up data as most
important:
Creation of metadata can be found in 3 different places their business
models
1. Metadata as a key activity
Basically...
Metadata is created as part of the mission of the institution to
make the material more accessible...
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
In this model, benefits quickly outweigh the
risks
2. Metadata as a key resource
Business Model Innovation Open Data
Business Model Innovation Open Data
Metadata is considered an asset used to improve the value of the
objects
Business Model Innovation Open Data
Business Model Innovation Open Data
Business Model Innovation Open Data
Initially, risks seem to outweigh rewards...
But strong case studies, technical developments and different
performance indicators would alter this equation...
3. Metadata as a core value proposition
This one is the most difficult....
Metadata in this case is created as a value proposition by
itself...
Business Model Innovation Open Data
Business Model Innovation Open Data
Directly generating revenue for the
institution
Very few institutions make money this way,
and over time, benefits will outweigh the
risks
Very few institutions make money this way,
and over time, benefits will outweigh the
risks
What was the result of this excercise?
from september 1 2012 all europeana
data will be released with CC0 license
But we are not quite there yet...
We still need strong case studies that show the value of
opening up data, better metrics to measure success in a
distributed online environment and technical developments
for identification and tracking. But above all, we need daring
policy makers and cultural professionals who are willing to
take a risk for the benefit of culture and society!
How about you?
What kind of innovation do you have in
             mind?

                 Value Proposition
        Activities                            Relationship
Resources
                                                      Stakeholders
Partners                                              Channels




     Costs                                        Benefits
Thank you

Harry Verwayen

harry.verwayen@kb.nl
But strong case studies, technical developments and different
performance indicators would alter this equation...
Business Model Innovation Open Data
Business Model Innovation Open Data
Value Proposition
         Activities                                   Relationship
 Resources
                                                              Stakeholders
 Partners                                                     Channels




        Costs                                              Benefits

‘The business model describes the logic of our organization to create value’
Business Model Innovation Open Data

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Business Model Innovation Open Data

  • 1. Business Model Innovation Policies and practices in Archives Harry Verwayen July, Budapest SUN Course
  • 2. 1. What is a Business Model?
  • 3. “A business model is the logic of an organisation to create value” See: Osterwalter & co, Business Model Generation
  • 4. Why is this relevant to policy makers in archives?
  • 5. The Business Model Canvas See: http://www.businessmodelgeneration.com/
  • 6. Value Proposition Activities Relationship Resources Stakeholders Partners Channels Costs Benefits ‘The business model describes the logic of our organization to create and deliver value’
  • 7. 2. Case study: Nationaal Archief joins Flickr the Commons
  • 8. The archive sector aims to preserve our heritage and make it broadly accessible
  • 9. Digitization is a powerful tool to reach those goals and create added value. But how does this affect our business model?
  • 10. We picked up the canvas and got to work
  • 11. Here is the result...
  • 12. The project made 400 photo’s of the National Archive available on Flickr- The Commons
  • 13. Why?
  • 14. Why? Reach a larger audience
  • 15. Why? Reach a larger audience create user- participation
  • 16. Why? Reach a larger audience create user- participation (through social tagging)
  • 17. Here’s how this mapped out on the canvas:
  • 18. The ‘old’ model looked something like this
  • 19. The ‘old’ model looked something like this
  • 20. The ‘old’ model looked something like this
  • 21. The ‘old’ model looked something like this
  • 22. The ‘old’ model looked something like this
  • 23. The ‘old’ model looked something like this
  • 24. The ‘old’ model looked something like this
  • 25. Cost structure is clear. Value creation is subsidized
  • 26. In the new model things had drastically changed
  • 27. Open Content In the new model things had drastically changed
  • 28. Open Content In the new model things had drastically changed
  • 29. Open Content Platform In the new model things had drastically changed
  • 30. Internet Open Content Platform In the new model things had drastically changed
  • 31. Technology driven Internet Open Content Platform In the new model things had drastically changed
  • 32. Technology driven Internet Open Content Platform In the new model things had drastically changed
  • 33. Technology driven Internet Open Content Platform In the new model things had drastically changed
  • 34. Technology driven Internet social tagging Open Content Platform In the new model things had drastically changed
  • 35. Results: >1 million page views Results: >2000 comments Results: >14000 tags http://beeldenvoordetoekomst.nl/nl/news/evaluatie-pilot-nationaal-archief-joins-flickr-commons
  • 37. the experiment shows that photo’s on flickr were viewed 160 times as much as on our own site...
  • 39. After evaluating the success, NA integrated flickr into it’s regular activities. It published recently it gets 5000 visits on Flickr daily.
  • 40. You see the point?
  • 41. 3. Let’s watch a short film watch the film here: http://vimeo.com/36752317
  • 42. 4. Case study 2: The Problem of the Yellow Milkmaid
  • 43. The Rijks Museum found out that yellow copies of Vermeer’s Milkmaid became so persistent on the web that visitors started to believe the original was a fake... See: White Paper, The Problem of the Yellow Milkmaid on pro.europeana.eu
  • 44. At Europeana we used this as a case study to investigate the risks and benefits of pushing for openly licensed metadata in the cultural heritage sector See: White Paper, The Problem of the Yellow Milkmaid on pro.europeana.eu
  • 45. We started our investigation with ‘real people’ in mind: End User
  • 46. We started our investigation with ‘real people’ in mind: End User
  • 47. Who have many different ways to access our material... Access to Cultural Heritage End User
  • 48. We looked at these as different spheres in a universe... Public Private (Europe) TEL books Europeana Athena Europeana Travel search scholar APEnet Access to Cultural Heritage (Netherlands) national Royal Library Community archive End User sound & vision wikipedia Public (France) (national) Commons culture.fr bibliothéque nacionale
  • 49. Each with their own characteristics
  • 50. Each with their own characteristics d Publicly funde ro p e l Agenda for Eu Support Digita ophy Op en Data Philos TEL Europeana Athena Europeana Travel APEnet
  • 51. Which dictate the ‘logic of value creation’ (or business model) d el M o e ss in B us T he
  • 52. We found that ours had very much been ‘supply driven’
  • 53. We found that ours had very much been ‘supply driven’
  • 54. As we had aggregated millions of objects and made them available through one specific interface b rary ch LI l Dut Roy a TE L APENET National Archive 2008-2011 e vr L ou rchief Drents a
  • 55. As we had aggregated millions of objects and made them available through one specific interface b rary ch LI l Dut Roy a ea na Euro p CC TE L -B D Y -N ig ita C l APENET National Archive 2008-2011 e vr L ou rchief Drents a
  • 56. While this had been an essential pre-requisite for access and distribution....
  • 57. It did not allow for re-distribution through Linked Open Data...
  • 58. Fast growing sites such as History Pin
  • 60. We felt we needed to change our perspective
  • 61. We felt we needed to change our perspective
  • 62. We felt we needed to change our perspective
  • 64. It became clear that aggregation was still neccessary...
  • 65. It became clear that aggregation was still neccessary...
  • 66. But the portal setup didn’t cater to the needs of wildly differing customer segments...
  • 67. Who have their own workflows and preferences for accessing information
  • 69. The key to this was changing the licensing framework
  • 71. But how does this affect the business model of our partner institutions???
  • 72. What do you do?
  • 73. We organised a series of workshop, this one with an emphasis on the risks & rewards of opening up metadata
  • 79. Here is what we found out:
  • 82. All participants perceived 3 risks and 3 rewards of opening up data as most important:
  • 83. All participants perceived 3 risks and 3 rewards of opening up data as most important:
  • 84. All participants perceived 3 risks and 3 rewards of opening up data as most important:
  • 85. Creation of metadata can be found in 3 different places their business models
  • 86. 1. Metadata as a key activity
  • 88. Metadata is created as part of the mission of the institution to make the material more accessible...
  • 93. In this model, benefits quickly outweigh the risks
  • 94. 2. Metadata as a key resource
  • 97. Metadata is considered an asset used to improve the value of the objects
  • 101. Initially, risks seem to outweigh rewards...
  • 102. But strong case studies, technical developments and different performance indicators would alter this equation...
  • 103. 3. Metadata as a core value proposition
  • 104. This one is the most difficult....
  • 105. Metadata in this case is created as a value proposition by itself...
  • 108. Directly generating revenue for the institution
  • 109. Very few institutions make money this way, and over time, benefits will outweigh the risks
  • 110. Very few institutions make money this way, and over time, benefits will outweigh the risks
  • 111. What was the result of this excercise?
  • 112. from september 1 2012 all europeana data will be released with CC0 license
  • 113. But we are not quite there yet...
  • 114. We still need strong case studies that show the value of opening up data, better metrics to measure success in a distributed online environment and technical developments for identification and tracking. But above all, we need daring policy makers and cultural professionals who are willing to take a risk for the benefit of culture and society!
  • 116. What kind of innovation do you have in mind? Value Proposition Activities Relationship Resources Stakeholders Partners Channels Costs Benefits
  • 118. But strong case studies, technical developments and different performance indicators would alter this equation...
  • 121. Value Proposition Activities Relationship Resources Stakeholders Partners Channels Costs Benefits ‘The business model describes the logic of our organization to create value’

Hinweis der Redaktion

  1. \n
  2. Ask Audience: what is a business model?\n
  3. Ask Audience: why is this important? why is this important for not for profit organisations like archives?\n
  4. Ask Audience: why is this important? why is this important for not for profit organisations like archives?\n
  5. \n
  6. \n
  7. Ask Audience: what is a business model?\n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \nkanaal: Flickr\n
  25. \nkanaal: Flickr\n
  26. \nkanaal: Flickr\n
  27. \nkanaal: Flickr\n
  28. \nkanaal: Flickr\n
  29. \nkanaal: Flickr\n
  30. \nkanaal: Flickr\n
  31. \nkanaal: Flickr\n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. Ask Audience: what is a business model?\n
  38. Ask Audience: what is a business model?\n
  39. \n
  40. \n
  41. \n
  42. there are many ways for people to get access to their heritage\n
  43. This is supplied to them through various channels, each with their own operating principles\n
  44. The sphere where we are operating from has specific characteristics\n
  45. The sphere where we are operating from has specific characteristics\n
  46. The sphere where we are operating from has specific characteristics\n
  47. The sphere where we are operating from has specific characteristics\n
  48. The sphere where we are operating from has specific characteristics\n
  49. The sphere where we are operating from has specific characteristics\n
  50. If we look at this from a business model perspective, the following picture can be drawn: \n
  51. For the past 5 years we have been focussing very much on the ‘supply side’\n
  52. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  53. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  54. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  55. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  56. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  57. A huge amount of effort has been invested in setting up an aggregation ecosystem, standardisation and harmonisation of metadata. \n
  58. This doesn’t allow for publication as LInked Open Data...\n
  59. This doesn’t allow for publication as LInked Open Data...\n
  60. Or even Wikipedia\n
  61. Or even Wikipedia\n
  62. In order to investigate how opening up data fits our model it is necessary to change our perspective\n
  63. In order to investigate how opening up data fits our model it is necessary to change our perspective\n
  64. In order to investigate how opening up data fits our model it is necessary to change our perspective\n
  65. In order to investigate how opening up data fits our model it is necessary to change our perspective\n
  66. In order to investigate how opening up data fits our model it is necessary to change our perspective\n
  67. To the ‘demand’ side\n
  68. \n
  69. \n
  70. How do we cater to different end user communities who have different needs?\n
  71. And will want to access this material through very different channels?\n
  72. \n
  73. If we want to do this, a necessary pre-condition is a change to the licensing model\n
  74. \n
  75. But how does this affect the business model of the participating institutions? \n
  76. Ask Audience: what is a business model?\n
  77. Ask Audience: what is a business model?\n
  78. \n
  79. \n
  80. \n
  81. \n
  82. \n
  83. Ask Audience: what is a business model?\n
  84. \n
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  86. \n
  87. \n
  88. \n
  89. Ask Audience: what is a business model?\n
  90. \n
  91. \n
  92. \n
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  94. \n
  95. \n
  96. \n
  97. Ask Audience: what is a business model?\n
  98. \n
  99. \n
  100. \n
  101. \n
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  105. \n
  106. Ask Audience: what is a business model?\n
  107. \n
  108. \n
  109. \n
  110. \n
  111. \n
  112. \n
  113. Ask Audience: what is a business model?\n
  114. Ask Audience: what is a business model?\n
  115. Ask Audience: what is a business model?\n
  116. \n
  117. Ask Audience: what is a business model?\n
  118. \n
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