1. New Capabilities of the DOI:
a Win Knowledge
4
(win/win/win/win for End Users, Librarians,
Publishers & Vendors)
Society for Scholarly Publishing
June 2, 2004 – San Francisco

2. New Capabilities of the
DOI
A guided tour, with live examples, of the new
capabilities of the Digital Object Identifier (DOI) –
demonstrating its new value for:
1. End Users (Knowledge Workers, Students,
Professors)
CrossRef now represents a whole ecosystem:
>10 million STM Journal Articles, >300 publishers
2. Librarians internationally, other parties in value chain
But only the tip of the iceberg: new capabilities
3. Publishers take the DOI another quantum leap in potential
See “Not Your Father’s DOI: New Applications
Show Wider Promise” – by Steve Sieck, EPS
4. Vendors
2

3. End Users (Knowledge Workers,
Students, Professors)
1. Content is richer, more functional, contextually interlinked
2. Content is easier to find:
 contextually (from other content)
 within search engine rankings
 via 3rd party websites (portals, news sites, reviews, author sites)
 on their own intranets
3. Content is easier to use and integrate into the work
process
 Internal reports, footnotes, bibliographies
 Intranets, local Knowledge Mgmt systems, Collaboration systems, LMS
 Professors’ websites, online syllabus/req’d reading, assignments
3
McGraw-Hill World Aviation Directory (+ Aviation Week, Business Week, S&P) - McGraw-Hill Access Science - DOI within email HBSP Textbook Map PDF –-
SRI - WebMD

4. Librarians
1. Recapture your patrons from Google & other search
engines
2. Drive up the utilization of the content you have paid for
3. Measure & document this higher utilization – better justify
your content purchases & subscriptions; retain or increase
your content budget
4. Deliver greater patron satisfaction via superior content
5. Enjoy improved functionality from your vendor systems
(IOLS, ILL, LMS, Document Delivery, Subscription admin)
6. Reduce intranet-related costs, esp. in maintaining content
access as integrated with internal intranet & navigation
4

5. Evidence of Utilization : DOI traffic via Googl
>3X greater than regular Web site traffic
DOI Traffic Report - Major Educational Publisher
7000
6000
5000
Total Visits
4000
3000
2000
1000
0
1 2 3 4 5
Total Visits from 1451 2329 2272 2081
Publisher's Web
site
Total Visits from 178 1079 5118 6469
DOIs
January - April 2003
5

6. Publishers (incl. Aggregators)
1. Produce and deliver better/rich content: more functional,
contextually interlinked
2. Interlinked content itself becomes a sales/marketing tool:
exposes users to related offerings
3. Content is easier to find, therefore drives up utilization
 contextually (from other content)
 within search engine rankings
 via 3rd party websites (portals, news sites, reviews, author sites)
 on customers’ own intranets
4. Higher utilization means: higher renewal rates, more
seats or concurrent users, more enterprise-level deals
5. Easier integration into the end-user work process means:
greater customer lock-in, greater customer satisfaction
6
CDI Customer Examples - McGraw-Hill World Aviation Directory (+ Aviation Week, Business Week, S&P) - WebMD

7. Publishers (incl. Aggregators) – cont’d 1
More EXTERNAL benefits – broader, more flexible, yet
less expensive partnering, syndication, distribution:
1. Partner with complementary content providers – increasing
distribution and exposure to new audiences – yet with zero
technology investment or operational setup
2. Syndicate/distribute to new, highly-qualified audiences
3. Measure the success of new partnerships/syndication relationships
4. If not working, change “on the fly”
5. Implement new business models, bundlings/packagings, access
control approaches – all “on the fly”
6. Enable superdistribution
7
Greenwood (“Add this Link to Your Site”) - Syndication to fan sites (Warner Music) - Hoovers-Snapshots-Harvard Business Partnering demo – SRI PDF excerpt

8. Publishers (incl. Aggregators) – cont’d 2
INTERNAL benefits – improve Content Mgmt/DAM to reduce costs,
enable rapid/flexible product development, and integrate heterogeneous
internal systems (not just multiple CMS/DAM, but others too):
1. Identify and interlink all related content assets internally (no more “Silos”)
2. Unify multiple asset repositories (across different systems, platforms,
departments, management processes) – without modifying these other systems
or disrupting staff
3. Interlink content assets with related info in other systems never before
interlinked: rights info, contracts, sales tracking, advertising…
4. Create new or recombinant products more rapidly (incl. granular publishing,
custom publishing)
5. Bring them to market faster
6. Transition seamlessly to the Web when the content is published externally
(internal DOI migrates smoothly to external DOI)
7. Accomplish all of the above via existing installed systems 8
SRI or M-H Aviation - Gale E-Docs - McGraw-Hill Access Science --- CDI IntraConnect/Canto Cumulus

9. Vendors
All previous benefits can be delivered via existing installed
vendor systems, with minimal modification
 CMS/DAM systems can migrate upstream from dept-level solution to
“enterprise dashboard” interlinking multiple CMS/DAM systems,
and/or linking related systems like Rights, Contracts, Sales Tracking,
Advertising…
 Knowledge Management systems, Collaboration systems,
Learning Mgmt systems can seamlessly, permanently & persistently
interlink all related internal content, and/or related external content
 IOLS, ILL, DocDel,intranets – all can support local linking as
customized to the needs of the local institution, while still benefiting
from the permanence/persistence of the DOI and its infrastructure.
They can also streamline/reduce their administrative costs & effort.
9


10. Win Knowledge
4
Win/win/win/win (win4) for: End Users,
Librarians, Publishers & Vendors
 Utilizes standards-based, robust, internationally-support
DOI infrastructure
 Clear and well-documented business case
 Allows customization by all players in value-chain
 CDI Win4Knowledge program and suite of
products/services
10

11. What’s new here?
 DOI for internal use (content mgmt) as well as external (public) use
 Turnkey implementation (e.g. 2-5 hours of customer time)
 CDI has fully automated MultiLink creation & ongoing maintenance
 Business case now well-documented (both revenue and cost-savings)
 Works for Aggregators as well as primary Publishers
 CDI Win4Knowledge program and suite of products/services – now
supports Libraries, Aggregators and Vendors in addition to Publishers
 Adoption has spread across media, across industries
 Syndication/Distribution/Partnering capability, w/no tech or operations
 More metadata standards: Dublin Core, ONIX, soon PRISM, SCORM
11
 No more per-DOI pricing

12. Further Drill-Down
• Content Management/DAM
• Syndication/Distribution/Partnering
• Digital Rights Management
• What is the DOI?
• Who is CDI?
12

13. The Dilemma of Scalable DAM
• Single-vendor, centralized enterprise solutions
don’t succeed
– Seybold Report article, Jan 2002
– Forrester Research report, Jan 2003
– Jupiter Research report, Jan 2003
– Our own real-world experience
• Workgroup-level solutions are problematic
– Don’t scale or…
– Are considered overkill for workgroups
13

14. All the Experts Agree
“[DAM] has been a virtual Tower of Babel at large media companies. As they deploy
more and more [different] types of systems, they get further and further away from the
original concept of enterprise content management—the “anyone can do anything
with any content anytime” vision.
Publishing executives have recognized this problem and would like to solve it. But
until now, there have been two choices of solution: either scrap everything that has
been built in favor of yet another attempt at building the Grand Unified Content
Management & Distribution System, or build new technology around existing systems
that integrates them into a seamless whole. Both of these approaches require major
custom development and integration projects that tend to take well over a year to
complete and to have price tags hovering around the eight-figure mark.
Enterprise Content Integration (ECI) is a name we’re giving to a new technology
concept that makes the solution to the Tower of Babel problem considerably cheaper
and faster, while enabling easy expansion to new types of online product distribution
for media companies.”
Seybold Report article,
Enterprise Content Integration: Next Step Beyond DAM?
January 2002 14

15. All the Experts Agree - 2
“Enterprisewide digital asset management
(DAM) is a myth for media companies.
Publishers and networks should attack specific
workflows with open, cheap, modular tools –
not with galactic DAM deployments.”
Forrester Research report,
Don’t Go Broke Managing Digital Assets
January 2003

16. All the Experts Agree - 3
“Companies … can save months of development time and, in
some cases, millions of dollars by deploying federated content
management (FCM) in lieu of centralizing or taking on messy
point-to-point integrations.
While the ends of enterprise content management are admirable,
centralizing on a single solution is infeasible for most companies.
In some cases, consolidating on a single platform can prove
disastrous for a large company, even beyond the point of zero
return on investment.”
Jupiter Research report,
Federated Content Management
January 2003

17. Scaling DAM: Overcoming the
Dilemma with a New Approach
• Leave departmental solutions in place
– Protect recent investments
• Integrate them into an enterprise framework
– Minimally disrupt current processes
• Adopt federated instead of one-size-fits-all approach
– Accommodate new & different systems over time
• Provide most benefits of enterprise DAM at far less
cost and deployment time
– Achieve 80/20 rule
17

18. ECI: a Practical Approach to
Enterprise Content Management
ECI = Enterprise Content Integration:
• Build enterprise content catalog
– Can be based on existing, installed commercial product
• Standardize on common metadata subset
– Normalize individual metadata sets
• Integrate content catalog with workgroup &
department level content systems
– Use DOIs as integration mechanism
18

19. Essential Benefits of ECI
1. Know what you have
2. Find what you want
3. Know where it lives
4. Know whether you have the rights to use it
5. Be able to get it
19

20. Comparison of Effort*
DOI-enabled ECI Enterprise DAM
Resource Cost Resource Cost
Create common layer of people
Create metadata standards
L people H
metadata standards for entire enterprise
Acquire metadata creation skills people H Acquire metadata creation skills people H
Populate lightweight common people
Populate large enterprise people
L H
metadata set and create DOIs metadata set
Convert to XML on back end tools
Migrate to XML-based content tools &
M VH
as needed creation tools & processes people
Build metadata catalog & tools M Build central asset store tools H
harvesting functionality
Migrate content to central tools &
Leave content where it is - - H
asset store people
Integrate with content creation tools
Integrate with content tools
M H
& distribution tools distribution tools
*For more details, see white paper Enterprise Content Integration with the DOI: A Business Case
20
for Information Publishers, by Bill Rosenblatt, DOI: http://dx.doi.org/10.1220/whitepaper5

21. Quantitative Benefits - Examples*
• Cost avoidance of ~$120k for a vertical market information
publisher building a new cross-brand Web portal.
• Annual incremental revenue of $700k for a periodical
publisher from being able to publish more books per year
of repurposed periodical content.
• A 94% reduction in staff effort, representing a potential
savings of over $400k per year, for a textbook publisher
building Web sites to accompany textbooks.
• Over $1.2 Million in incremental revenue for a publisher of
financial information from selling documents through third-
party investment selection tools.
*For more details, see white paper Enterprise Content Integration with the DOI: A Business
21
Case for Information Publishers, by Bill Rosenblatt, DOI:http://dx.doi.org/10.1220/whitepaper5

22. Example: CDI IntraConnect as
integrated with Canto Cumulus
22

23. Reduce/Avoid Costs by “Future-Proofing”
ECI - and the DOI generally - future-proofs
all parties against…
…changes in external vendors
…changes in business models
…changes in technology
…changes in internal systems
…changes in external partners
23

24. Further Drill-Down
Syndication/Distribution/
Partnering
24

25. Further Drill-Down:
Syndication/Distribution/Partnering
• Distribute links instead of loading content!
• Never again have to police and maintain broken links
• Customize existing DOI functionality to needs
throughout the value chain
• Easy to implement & customer
• CDI MultiLink Syndicator™
– live example (Greenwood Publishing “Add this Link to Your Site”)
– product description (http://doi.contentdirections.com/syndicator_bookdemo/letter.cgi)
• Partner rapidly/flexibly with zero cost/effort in
technology development or operational setup
25
(http://doi.contentdirections.com/hoovers_snapshots_hbsp/)

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

27. Centralized linking agreements
Common interchange
N publishers = N links
© International DOI Foundation

28. Further Drill-Down
DOI:
The Keystone to
Digital Rights
Management (DRM)
28

29. Why the DOI is the Missing Link for
Practical, Reliable, User-Friendly DRM
• Enables interoperability between systems (like any other universal standard identifier)
• Enables permanent links between all parties – links which never break, despite changes in
DRM vendors, outsourcing/insourcing of various parts of the DRM chain,
revamping/replacement of component systems in the chain, etc.
• Permits links to be updated dynamically over time – to offer new services, redesign
websites, change business partners, etc. (in addition to replacing or reconfiguring DRM
systems) - all without affecting any other systems or having to re-master and re-distribute
the content itself.
• Can be assigned to non-content "objects", thus extending the same identification and linking
benefits to all the other "objects“ involved in the DRM process: customer records, digital
signatures, digital certificates, watermarks, artist records, contracts, licenses, access control
records, etc.
• ONLY practical method of enabling superdistribution (the "Holy Grail" of DRM) – no other
way to ensure persistence and reliability after content gets shipped out the door and goes
into P2P pass-along mode
• Supports far more robust anti-piracy per se
• Unlocks the full marketing potential of DRM by empowering "granular" or "recombinant"
content – including free samples vs paid full-content, pay-as-you-go, rent temporarily,
subscribe, etc. 29

30. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/E
Wrapping/
©
Encryption
ncryption
Rights specification:
Publisher DRM
-Read-only
© ©
Packaging -Copy and Paste
Software -Forward
-Print
30

31. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/
Content Encryption
Hosting
Rights specification:
Publisher
© DRM
-Read-only
© Packaging -Copy and Paste
Meta- Software -Forward
data -Print
31

32. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/
Wrapping/
©
Content Encryption
Encryption
Hosting
Rights specification:
Publisher
© DRM
-Read-only
© ©
Packaging -Copy and Paste
Meta- Software -Forward
data -Print
-Visited Publisher website, and been
referred to copy of encrypted content
-Linked to encrypted content from an
index or library catalog
-Received the encrypted file from a
friend or colleague (superdistribution)
Customer
©
32

33. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/
Wrapping/
©
Content Encryption
Encryption
Hosting
Rights specification:
Publisher
© DRM
-Read-only
© ©
Packaging -Copy and Paste
Meta- Software -Forward
data -Print
• Credit card validation
E-Commerce
Rights • Billing
Vendor • Reporting
Clearinghouse
$
• Checks user ID
• Checks rights assigned (if any) to user by Publisher
• Takes payment
• Issues key or Permit
• Reports to Publisher (either aggregate sales
numbers or individual customer information)
Customer
©
©
33

34. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/
Content Encryption
Hosting
Rights specification:
Publisher
© DRM
-Read-only
Packaging -Copy and Paste
Meta- Software -Forward
data -Print
• Credit card validation,
E-Commerce
Rights • Billing
Vendor • Reporting
Clearinghouse
Content
Distributors/ • Checks user ID
• Checks rights assigned (if any) to user by Publisher
Syndicators/ • Takes payment
Aggregators • Issues key or Permit
• Reports to Publisher (either aggregate sales
numbers or individual customer information)
© Customer
©CustomerCustomer
Customer © Customer
© ©
34

35. Drill-down on Interoperability
throughout the DRM Value
DOI
Chain DOI
Secure
Wrapping/
Content Encryption
Hosting
DOI DOI
DOI Publisher
© DRM
Packaging
Meta- Software
data
DOI DOI
E-Commerce
Rights
Vendor
Clearinghouse
DOI
Content
Distributors/
Syndicators/
Aggregators How can all these
transactions flow
© Customer
©CustomerCustomer successfully ???
Customer © Customer
© ©
35

36. Drill-down on Interoperability
throughout the DRM Value
DOI
Chain DOI
Secure
Wrapping/
Content Encryption
Hosting
DOI DOI
DOI Publisher
© DRM
Packaging
Meta- Software
data
DOI DOI
E-Commerce
Rights
Vendors
Clearinghouse
DOI
Content
Distributors/
Syndicators/
Aggregators
© Customer
©CustomerCustomer
Customer © Customer
© ©
36

37. Drill-down on Interoperability
throughout the DRM Value
Chain
Secure
Wrapping/
Content Encryption
Hosting
Publisher
© DRM
Packaging
Meta- Software
data
E-Commerce
Rights
Vendors
Clearinghouse
Content
Distributors/
Syndicators/
Aggregators
© Customer
©CustomerCustomer
Customer © Customer
© ©
37

38. Further Drill-down
What is the
Digital Object
Identifier
(DOI)?
38

39. What is the DOI?
• An identifier system with a linking system behind it
• Identifies any kind of “object” (music, film, book, article,
database record, watermark, person…)
• Links based on the identifier are:
– Permanent (routing is updated via one central record in a global directory)
– MultiLinking (one-to-many linking, not just to a single page like a URL)
• The underlying routing system is:
– Free to end-users
– Minimum-cost to businesses (part of Internet infrastructure, like DNS)
– Scaleable
– Industry-standard 39

40. Origins & Pedigree
• Invented by Internet Pioneer Dr. Robert Kahn (co-inventor of
TCP/IP, packet switching, etc.)
• Funded by DARPA (which also funded Dr. Kahn’s construction of the
ARPAnet)
• CNRI (Corporation for National Research Initiatives): Dr. Kahn’s
non-profit research organization; runs IETF, IAB, XIWT, other bodies
which manage Internet’s infrastructure
• Motivation was to address the “fragility” of the Web
• Identification and linking based on permanent IDs, not temporary
locations
• Unify heterogeneous information repositories at the “information”
level, just as Internet did at the “data communications” level
40

41. Drill-down: “What is the DOI?”
1. As an identifier, the DOI is…
“The UPC (Bar Code) for the Internet”
2. As a linking mechanism, the DOI is…
“The Next-Generation URL”
41

42. “The UPC (Bar Code) for the Internet”
• 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”)
42

43. DOI Number Format –
incorporates any existing
number or identifier
DOI
Prefix Suffix
http://dx.doi.org/10.1036/0071362940
(makes the DOI into a hyperlink)
10.1065/abc123defg = the whole DOI
10.1065 = Owner’s Prefix abc123defg = Suffix
• Suffix can be ISBN, UPC, CUSIP or any internal Access Number, proprietary number, or
random number
• any length; any combination of numbers, letters, or foreign character sets (supports Unicode)
• A DOI is an opaque string (a “dumb number” - a good thing – essential to its permanence)
• Expressed as a URL: http://dx.doi.org/doi_number - makes it backward-compatible with URLs
and the Web, until we see doi://… instead of http://…

44. Why a “UPC (Bar Code) for the
Internet?”
• Globally-unique ID: identifies the object uniquely,
universally, unambiguously
• Enables computers to talk to each other about it
• Interoperate smoothly, eliminate errors, reduce costs
• Across companies, across systems, across platforms
• Across transactions of all kinds: sale, distribution,
syndication, rights/permissions, access control,
authentication, branding…
44

45. Unifying the entire value chain
Customer / End User Services Customers / End Users
Search
DOI
Subscription Technology DOI
Agents Providers Individuals
DOI Search
DOI
Engines
Universities
Abstracting and DOI
Indexing (A&I) Library
DOIServices Automation Libraries
SystemDOI DOI Corporations
Vendors DOI
Publishers/
Publishers
Aggregators
DOI
DRM
E-Commerce Editorial / Content
DOI Content
Services DOI
Vendors/ Service Prep Systems Hosting
DOI
Providers Providers
DOI Rights DOI Content
DOI DOI Web
Typesetters Publishing
Clearinghouses Content DOI Management
Distributors/ Systems Systems
Aggregators/
Online Syndicators
DOIPrinters/ Authors /
Bookstores DOI
Creators
DOI Manufacturers
45
Distribution and Sale of Content Content Creation/Supporting Services

46. “The Next-Generation URL”
• A central directory provides a level of indirection between the ID and
its location(s) or services
• Analogous to DNS: a single directory logically, but distributed
physically
• All broken links everywhere can be fixed via a single central update
• New destinations or services can be added at will
• Linking is now one-to-many (“MultiLinks”™)
• MultiLinks are always up-to-date; never stale
• Via CDI’s implementation, these links can serve needs locally as
well as globally (e.g. linking within a university environment or
corporate Intranet, or linking within a Media company for DAM/MAM
purposes)
46

47. Why a “Next-Generation URL?”
URLs are not sufficiently reliable
http gopher ftp Total
Number of
journals 33 26 2
URLs
listed 81 36 29 148
%
functional 67% 28% 31% 50%
Data from Ford& Harter, College and Research Libraries, July 1998
Brewster Kahle (1997): half life of a URL = 44 days
OCLC (2002): 20% of public websites from 9 months ago are now gone
SnapNames (2002): # of expiring domains now exceeds those new/renewed

48. URLs point via a LOCATION
URL
URL
URL Content
URL URL
URL
URL
URL
URL
URL
URL
URL
URL URL
48

49. Locations change!
URL
URL
URL
404
URL URL File not found
URL
URL
URL
URL
URL
Content
URL
URL
URL URL
49

50. DOIs point via a permanent,
object-level identifier…
URL
DOI
URL
DOI
Publisher
URL
DOI Content
DOI
URL DOI
URL
DOI
URL
DOI directory
DOI
URL
DOI
URL
URL
DOI URL
DOI
Content
DOI
URL
DOI
URL
URLDOI
DOI URL 50

51. …thru a central, distributed
directory (like DNS), but far
DOI
more scalable
DOI
Publisher
Internet
DOI
DOI DOI DOI DOI
directory directory
DOI
directory
DOI
DOI directory
DOI
DOI
DOI
directory
DOI
DOI
Content
DOI
DOI
DOI
DOI
51

52. DOIs also point “one-to-
many,” not just to a single
page
DOI
DOI
Publisher
DOI
CDI Multi-Linking
DOI DOI
•purchase content
DOI •get metadata
directory •get price quote
DOI •request rights clearance
DOI •request permissions
DOI
DOI
DOI Content
DOI
DOI
DOI
DOI
DOI
52

53. …and can therefore be re-
directed as desired
DOI
DOI
Publisher
DOI
CDI Multi-Linking
DOI DOI
•purchase content
DOI •get metadata
directory •get price quote
DOI •request rights clearance
DOI •request permissions
DOI
DOI
DOI
DOI
DOI
DOI
Bookstore Bookstore
DOI
DOI
53

54. * * * Live Examples *
* *
(both large & small,
commercial & non-profit)
available on the Web at
http://www.contentdirections.com
For demos click links under “See the DOI in Action”
For live Customer Examples click “Live Customer Examples”
or http://doi.contentdirections.com
54

55. Further Drill-down
Who is
Content Directions,
Inc. (CDI)?
55

56. Who is CDI?
• First business created specifically to help organizations
implement the DOI standard
• Founded and led by DOI pioneers with unparallelled
experience creating innovative DOI applications
– Drove the universal adoption of the DOI within STM Journal
Publishing (>300 international publishers, >10 million DOIs)
– Entire sector has now made its content the center of an online
“ecosystem” embracing readers, authors, libraries, distributors,
other content partners
• Now driving adoption in several industries (publishing,
healthcare, educational materials, still images, music…)
• Privately-owned company 56

57. Selected Customers
Warner Music
Group
57

58. Study Documents 12-to-1 Payback
Available free via its DOI:
http://dx.doi.org/10.1220/eps1
• Scenario: Book Publisher with 3,000 titles
• Conducted by consulting firm EPS
• Commissioned by CDI, but conducted via independent interviews with CDI customers,
non-CDI customers, and other organizations that offer similar results via different (and more
expensive) approaches
• 12-to-1 ROI is for only the first of four areas of DOI benefit (Content Marketing).
• Three forthcoming papers to address other areas of DOI payback such as Better/Broader
Syndication/Distribution, Faster/More Flexible Online Partnering, and Supply-Chain
Efficiency. 2nd paper currently underway (Syndication/Distribution).
Source: EPS Area of DOI Impact Key Measures
Revenue Discoverability More e-store traffic from potential
Growth buyers
Site Usability Higher conversion rates – turning
visitors into buyers
Merchandising Selling more to each visitor to the site
Cost
Reduction
Web Content
Maintenance 58
Increased IT and editorial productivity

59. CDI Widely Recognized as the
Leader
in the DOI Space
• Only company profiled extensively by tech guru Esther Dyson in
Release 1.0. (See “Online Registries: The DNS & Beyond” – Sept 2003;
DOI: http://dx.doi.org/10.1340/309registries). Dyson places CDI and the
Handle System in context of the future of the entire Internet, and at the
center of the major Registry initiatives on the Internet today, including
RFID tags and even Internet telephony.
• CDI’s internal enterprise product (CDI IntraConnect™) recognized in
Seybold Reports (Bill Rosenblatt, "ECI Progress Report: More Solutions
Arrive“ Aug 2003 http://www.seyboldreports.com/TSR/0310page1.html)
• NYNMA Award as a “Top Technology Company of 2002”
• Named one of the “Hot 10” emerging companies at RVC SoftEdge 2003
Conference (Sept 2003)
• Many testimonials to both CDI and the DOI, incl. Terry McGraw, Bob
Bolick, Pat Schroeder, Robert Kahn and many others under “News –
59
Testimonials” at http://www.contentdirections.com

60. Opinions from Industry Leaders
• Patricia Seybold: “We predict that, within five years, the DOI standard will be used to tag
any “published” material from any industry—that is, all content or information that is officially
released for consumption, whether within or outside of your firewalls.”
• Harold McGraw III: “The DOI is…a standard that will contribute strongly to the development
of the e-book marketplace and the market for all digital content, and deserves the support of
the publishing community."
• Dr. Robert Kahn: “The applications…and related technology being brought to market by
Content Directions and the other participants [Microsoft, Adobe, etc.]…represent the tip of
the iceberg in terms of the economic value that will be unleashed by the widespread
adoption of this new approach.”
• Steve Sieck (EPS): “A unique aspect of CDI’s approach is a contextual multilinking
capability… By developing software that essentially automates the registration of new
content, inter-relates its associated metadata, and creates “purchasing links” to retailers,
CDI has streamlined the implementation process to the point where a publisher’s primary
task is identifying how DOIs can be deployed most strategically... [T]he vision of content IDs
bringing order to a chaotic digital world seems a bit closer.”
60

61. ONLY CDI Offers a Full Range of DOI
Services Required for Customer
Success
• Permanent Links
• Improved discoverability supporting all business models
• MultiLinks™ as well as UniLinks
• Interlinking of related content:
• Not just initially, but ongoing.
• Not just within a business unit, but across business units.
• Not just within a company but across companies
• Continuous integrity-checking of all links. Repairs/alerts as nec.
• All levels of “granularity”
• Track traffic/sales for business case & ROI
• Syndication & partnering capabilities, with no tech development or
operational setup
• Value-added tools for DOI registration, management, quality-assurance,
look-ups 61

62. Strategy and Business Case CDI Consulting
• Education
Overviews or intensive workshops tailored to Executives and/or Staff.
Methodology (hi-level
• Business Case summary)
Identify increased revenues, cost savings, and implementation costs
Business Planning
• “State-of-Readiness” assessment of:
Editorial, Marketing, and 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 (Content
Mgmt/Web Publishing Systems, Digital Rights Mgmt, E-Commerce...)
Post- Implementation Value-Added Services
• CDI will develop or consult on developing company- or industry-
specific value-added applications. E.g.:
• Reference Linking
• Automation of relationships with online bookstores/
syndicators/aggregators
• Advanced DRM solutions
62
• “Multiple-resolution” applications

63. Or: JUST DOI-it
Two steps:
1) Create your DOIs NOT a big IT Project!
2) Use your DOIs
Hours, not days
• To create DOIs:
– Specify the desired MultiLinks (a Marketing exercise: can be one mtg and/or a
simple email response to a proposed standard menu)
– Export existing product metadata (from existing systems in existing form!)
– CDI does all the rest: creates the DOIs & MultiLinks, interlinks all related
products, forever keeps the interlinking up-to-date, points to retailers for
purchasing & other transactions, polices bad links, etc.
• To use DOIs:
– Put them on your Web site, in PDF catalogs/brochures, etc. just like any other
hyperlink, wherever you already refer to your products (example:
http://books.mcgraw-hill.com)
– Syndicate them to other Web sites, portals, business partners, etc.
– Install CDI’s server code which displays the MultiLinks and also allows filtering
63
depending on who the audience is and where they are seeing your DOIs

64. CDI Contact Info
• David Sidman, CEO: (212) 792-1847
dsidman@contentdirections.com
IID (Internet ID - personal DOI): http://dx.doi.org/10.1570/dsidman
• Hal Espo, Consultant (Publishing & Information
Industries): (917) 533-7375
hespo@contentdirections.com
• Marty Kahn, Chairman: (212) 848-0401
mkahn@rho.com
CDI Web site: http://www.contentdirections.com
Live Customer Examples: http://doi.contentdirections.com

65. 65