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International Development in the Productionof
Digital Services by Public Libraries
Future Oriented Internet Based Library Services
Andreas Mittrowann
Andreas Mittrowann
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Vision
Public libraries are presenting themselves as
competent mediators of electronic media. Through
new, intelligent and citizen-oriented services
they win and hold new customers. A
future-oriented concept builds the foundation of
all activities and offers, which focus on the
customer and his needs. Constant change is
welcomed as the core element of all tasks.
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The shift of paradigms in public libraries

• Mission
• from preservers of the collective memory to
  user-oriented distribution of information
• Role
• from planning and managing physical collections
  to sifting, evaluating and navigating knowledge
• Competencies
• from unspecific competencies (everything for
  everybody) to management of information
• Services
• from physical media to a combination of physical
  and virtual knowledge, complemented by licenses
  and access authorizations

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Five trends we need to know

• Globalization
• things happen quickly and at the same time around
  the globe - from local to global competitor
• Knowledge economy
• from specialized company to merged services
• Convergence
• the library in a box
• Individualization
• the smallest unit is the customer
• Customer first
• people get used to customer-oriented, friendly
  and pro-active services

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Marketing the public library
Market research
Product policy
Distribution policy
Communications policy
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Market research for digital products

Silicon Valley Library System Reading Public
Library St. Joseph County Public
Library General questionnaire
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Distribution directions

• Pull services
• everything that makes the customer move towards
  the offer
• a supermarket
• the library
• a homepage
• Push services
• everything that brings the service or information
  about the service to the customer
• the pizza service
• direct mailings
• book delivery services for special target groups

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Distribution channels

• One to all
• mass distribution
• the user as a recipient
• passive knowledge
• One to many
• target group distribution
• selection of user groups
• active knowledge
  
• One to one
• individual communication
• intelligent knowledge

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• A structure for distribution services

pull
push
delivery service
one to all
public library
student travel agency
customer magazine
one to many
investment consulting
personalized alert service
one to one
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Distribution of electronic products

• Pull
• one to all i.e. homepage
• one to many i.e. electronic newsletters
• one to one i.e. MyLibrary.org
• Push
• one to all i.e. direct mailings of electronic
  
• newsletters
• one to many i.e. target group mailings
• one to one i.e. individualized E-Mails or SMS

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Pull one to all

• Home page
• Virtual tour by map
• Virtual tour by images
• Fiction Readers advisory
• Electronic texts (public)
• Electronic texts (licensed)
• Virtual gallery
• E-Mail reference
• Talk to a librarian
• Frequently asked questions
• Purchase request
• Online tutorials

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Pull one to many

• Homepage
• E-journals for special target groups
• Childrens Center
• E-Mail reference for children
• Newsletter for kids
• Senior center
• Employment opportunities
• Career bookmarks
• Business Center

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• Pull one to one

My Library personalized service PLCMC Virginia
Commonwealth University
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Push

• One to all
• Electronic document delivery
• Cologne library newsletter
• One to many
• Notification via E-Mail
• One to one

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One-to-one distribution a guideline

• Identify customers, individually and addressably
• Differentiate them, by value and needs
• Interact with them more cost-efficiently and
  effectively
• Customize some aspect of the enterprises
  behavior
• Source Don Peppers, One-to-one marketing

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• Want to know more?

www.wiltonlibrary.org/innovate.html
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The end
Thank you for you attention!