MP3 players are not just for music a case study of Wellington City Libraries experience with downloadable audiobooks
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- Elinor Shepherd
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1 MP3 players are not just for music a case study of Wellington City Libraries experience with downloadable audiobooks The MP3 player more than any other device has revolutionised the way music is listened to. The tiny players have had a huge effect on the recording industry as we knew it. Devices get smaller and smaller as their technical capabilities and storage capacity grows and grows. Headphones are everywhere - they are the accessory of the moment for connected people of all ages and stages. MP3 players however, can store so much more than music. Wellington City Libraries was the first library network in New Zealand to take advantage of MP3 technology for audiobooks. Our customers have enthusiastically embraced downloadable audiobooks from the digital download company, OverDrive. Customer demand for such products is there, but can we sustain it for the future? There are gnarly issues to be resolved. There is licensing, DRM (digital rights management) and the Apple vs. PC, or ipod vs. other MP3 players, to take into consideration. Find out how WCL is dealing with all of these and other real life dramas of quality content, compatibility, where and how to download, revenue streams and working within the institutional network security to get a new service flying. Introduction Welcome to this presentation about Wellington City Libraries experience in providing downloadable audiobooks for our customers. We propose first to give you some background on our decision to our choosing downloadable audiobooks for the libraries, the steps involved in putting this service in place, the ongoing challenges, and future directions, decisions, developments and enhancements. Background At Wellington City Libraries we try to keep our eyes on what is happening on the new technology front, particularly when the technologies apply to the services we provide. You only need to step on a bus or a train or even a plane for that matter, to see that almost every other person is wearing headphones - almost a `headphone plague if you will. People of all ages and stages are wearing them, and while there may be serious concentration ramifications for cyclists and drivers they are out there still wearing those headphones! This audience of listeners has created an opportunity for us to offer new material. Analogue formats, particularly vinyl records and audio cassettes, have virtually disappeared from library shelves. CDs and DVDs have replaced them, but consumers are turning more and more to digital download media, as devices have greater storage capacity and are more sophisticated, smaller and lighter. Publishers and distributors alike are reporting significant revenue increases from digital sales. The rise in enthusiasm for digital content has been contributed to by a number of key factors: illegal file sharing has encouraged publishers to provide legal downloadable content as a nation we have increasing access to/ownership of PCs increasing access to high speed internet, which will continue to improve over time ipods, other MP3 players and iphones are the cool electronic devices of the moment.
2 This has meant that: the amount of content available is growing many people have the technology to use digital content electronic formats can be accessed fairly quickly there are no time and space constraints to downloading and use We decided the environment was right to start offering downloadable audiobooks. Our already existing listening audience contained distinct groups which could be targeted with the new service, e.g. those who already used audiobooks on cassette or disc, commuters, exercise/fitness enthusiasts, art and DIY enthusiasts, and of course the sight and mobility impaired. Investigating audiobook options We looked at the companies offering digital downloadable products. We found a number of vendors who had a credible track record in providing electronic content to libraries. Companies such as OverDrive, NetLibrary and Audible had successfully collaborated with libraries for some years. Audiobooks represented a new electronic format for them. Deals negotiated between these companies and book publishers mean that a substantial range of downloadable audiobook titles are available to libraries in a way that is not yet possible with popular music or movies. These companies provide other digital products such as ebooks and evideo. WCL had trialled ebooks in the past, but the uptake did not justify continued spending on that format. We may revisit ebooks in the future, however. Some companies also offer evideo, but this too is something we have opted not to pursue at this stage. Once we had determined that downloadable audio would be the focus of our energies and available financial resources, a `terms of reference paper bringing together all our thoughts and assumptions was presented to our Libraries Leadership Team in We were given the go-ahead to investigate further, and in April 2007 in a full report we sought approval to go ahead and contract with OverDrive for service. The full report contained the results of our literature searches and detailed the merits and demerits of the offerings of OverDrive, NetLibrary and Audible. Criteria used were price, quality and quantity of content, download options, and flexibility in configuration. We concluded that OverDrive easily outperformed the others in all of these areas. We then began our negotiations with OverDrive, becoming one of the first Australasian public library systems to offer downloadable audiobooks to customers. Implementing OverDrive Three purchasing options were offered to us by OverDrive for consideration: a one-time setup and configuration fee plus monthly maintenance and hosting fees a three year content service plan a four year content service plan. We chose the first option as there was no significant cost advantage in either the second or third option. Our chosen option also allowed the freedom for us to terminate the contract without further obligation, in the unlikely event that the service was completely unsuccessful. As well as the ongoing fees, the content, i.e. the `books, are an additional cost, which requires an ongoing collection budget.
3 We integrated OverDrive into the library website, although it operates as a stand-alone catalogue. The collection can be browsed in-library via the OPACS or remotely through an internet connection. We haven t chosen at this stage to link the audiobook records to our regular catalogue. MARC records are available but would need to be purchased separately and this is an option we may investigate in the future. OverDrive has a very effective customer training system. As part of our contract with them we have had a number of teleconferences using the low tech speakerphone, but with the added advantage of an OverDrive staff member manipulating the website whilst we watched via a datashow. Various procedures were demonstrated and explained, with another OverDrive staffer available to answer questions via live chat. We had several of these webinars covering basic staff training, basic customer training, using and interpreting reports, and selection and collection development. The OverDrive page on the website steps library members through downloading the `free software necessary to actually download a book. Digital audiobooks can all be downloaded onto a PC, some can be moved directly from a PC to a compatible MP3 player, and others (where licensing permits) can be burned to disc. Putting OverDrive into libraries A pilot programme was launched, which is still ongoing. The aim of the programme was to introduce the service to Wellington City Libraries customers and to iron out the problems which inevitably arise with a new service in a new technology format. As already explained we were confident that, given the popularity of audio books on cassette tape and CD, customers would happily take up the product. There was still the problem of customers who have never embraced audio books but who would benefit from them, as well as those who remain firmly wedded to their cassette and CD players and reject even the idea of doing anything remotely computer related. These customers needed to be won over. We decided to purchase a number of players to lend out free of charge, to encourage customers to try downloadable audiobooks. We hoped this would make them feel more comfortable with the MP3 technology and therefore more inclined to purchase their own players. There were also some challenging decisions to be made on how the audiobooks would be downloaded. During the investigation, we had established that Wellington City Libraries could not directly download any material through the Wellington City Council network, due to a robust firewall. From the beginning, then, it was clear that we could not offer customers the facility to download items onto their players through the Library s network-connected computers. What to do? The solution arrived at is not ideal, but has proved to be very workable. There are two ways customers can access the collection. Customers who don t have private access to the Internet can borrow a Libraryowned MP3 player and have their choice of books downloaded on to it by library staff through a computer operating on an alternative Council firewall. Customers with private access to the Internet can download their choice of books onto their own MP3 player.
4 There are some problems with these arrangements, however. The Library needs to own a reasonable number of MP3 players for customers without private access to the Internet. Customers with their own players, but without private access to the Internet, cannot have material downloaded on to them by the Library, again because of firewall issues. Downloading is labour-intensive for staff, up to 20 minutes per book depending on the file size. There needs to be enough staff members trained in downloading procedures to be able to respond to customer requests in a timely manner. We are committed to downloading requested material within a 24-hour period, although most are done within 3 to 4 hours. Downloading at home doesn t present any problems to customers with broadband access to the Internet, but is a challenge to those with dial-up access. Ongoing technical support for customers with downloading problems needs to be provided, and in a timely manner. Selection of content The selection and purchasing of books is done on a quarterly basis. Individual titles are selected from new titles lists, with OverDrive invoicing the Library. There is the option of either purchasing individual copies of titles or purchasing rights to an unlimited number of copies. We usually purchase individual copies with occasional duplications, e.g. we have 2 copies each of popular Bill Bryson titles. A number of the OverDrive titles are actually available in downloadable format before they are released in print. However, the choice available to libraries outside Europe and the United States is limited to those titles which have had Australasian rights attached to them. This is an ongoing concern which will be discussed later. Customer use of OverDrive Customers (or staff members on behalf of customers) entering the Wellington City Libraries OverDrive site are able to choose their titles for downloading, and, if they are on issue already, reserve them. The issue period is two weeks, after which the titles `return electronically and are available for borrowing again. While some customers are borrowing library players and having their audiobooks downloaded by WCC staff, the overwhelming majority using the OverDrive service are downloading them at home onto their own players. We acknowledge that downloading audiobooks is not completely straightforward and some computer competency is required. Despite this, we only get a small number of queries from customers downloading from home. Some relate to network glitches, some to internet speed and a small number are faults. Most queries come in through our website and we are able to offer a resolution from our own in-house knowledge. Those we can t find a solution for are referred to OverDrive by .
5 Despite very little initial marketing, customers picked up on the new service very quickly. Customer numbers increased again after a low-key marketing drive and the service continues to pick up newcomers. The table below gives a brief summary of OverDrive usage statistics for Wellington City Libraries. OverDrive statistics on 12 September 2008 Description Current Total since August 2007 Number of customers issuing titles Number of collection titles/copies Number of issues Number of reserves Future challenges After a full year of operation, we are now faced with some challenges. Some were anticipated and planned for, but others have not been so easy to work through. Downloading challenges That customers cannot download to their own players on Library PCs is possibly deterring some potential users of the service. WCL now owns a considerable number of players which have been in continual use since the service began, some by the same customer. We are investigating options for customers to download audio books on to their own players through Library PCs. Since down-loading requires proprietary software which can not operate with the Council s firewall in place, we will need specially designated PCs which stand outside the Council network. These downloading stations would be freely available to OverDrive customers to use as a self-help service. Whilst they would alleviate some of our customers downloading problems, they will also create new demands for WCL in terms of providing extra PCs for the purpose. Whatever arrangements for downloading are in place, libraries will need to provide timely technical assistance to customers. In WCL s case, most technical problems are resolved by the staff. For the small number which must be referred to OverDrive, the response has been fast and the solutions successful. Providing more downloading options will generate more enquiries for help, however, and this could prove to be more labour-intensive than at present. Likewise, moving into other e-formats, such as evideos and ebooks, will lead to an even higher demand for technical help services. Digital rights management challenges The issue of DRM (digital rights management) has caused WCL some concern. DRM is access control technology used to limit the use of digital media. The Windows DRM format of most of our audiobooks means that not all MP3 players can have the OverDrive audiobook files downloaded directly onto them.
6 This applies particularly to Apple s ipods. Since a significant number of library customers own ipods, it does limit the number of customers who can take up the service. Some OverDrive books are licensed to be burned to CD; this can be viewed as a workaround. Additionally, OverDrive has just begun to offer a few titles in MP3 format compatible with ipods. At the time of writing there is only a small amount of fiction, classics, and non-fiction titles available, but hopefully the number of titles will be increase. They are not yet available to Australasian libraries, however. In spite of this incompatibility, MP3 players other than ipods are continuing to gain market share so compatibility issues are gradually becoming less of a problem. Internet access challenges Internet access is an ongoing problem in New Zealand. Broadband coverage is increasing and becoming more affordable, but New Zealand broadband services are still relatively slow and expensive. Downloading through a dial-up connection is particularly slow. As a large number of New Zealand households still use this option, easy and quick downloading will remain a difficulty for some of our customers. Licensing challenges A major challenge which still remains for Wellington City Libraries and any other Australasian library is the quality of the content available to us. OverDrive must secure the Australasian rights from book publishers to enable libraries in this part of the world to access audio books. Much of the more popular fiction and non-fiction material does not have Australasian distribution rights. The content issue is of great concern to us. We had initially thought that all content listed for purchase in OverDrive would be available for purchase. In fact, we have found that only a proportion of this material is licensed for use to countries outside the United States and Europe. Much of the material we can t access is the more bestseller fiction by authors such as Janet Evanovich and James Patterson, and popular, high-profile non-fiction. We have raised this issue with OverDrive, who themselves may not have been aware of the full impact of the licensing issue when they initially sought our custom. They have assured us that they are investigating how to make more material available. There has been a slight improvement recently in the range of material offered - some of it very new and available even before the print format of the work. Even so, we continue to be concerned about the quantity of quality content available to us and are actively lobbying OverDrive to seek wider distribution rights for their material. Charging challenges Charging for downloadable audiobooks is a significant problem for us. Wellington City Libraries has always had a charging regime in place for audio books on cassette and CD and they are an important source of revenue for us. It had been intended from the start that downloadable audio books also become chargeable items, to be consistent with our other audio products. OverDrive, however, has no inbuilt facility in its software to handle cash transactions. Furthermore, there is no option for customers to pay for on-line items via internet banking or credit card. WCL is now investigating other options to enable charging. These include paying a yearly subscription for access to the product, although this will pose other problems, such as ensuring a smooth renewal process.
7 There are other impediments to charging for the service. We know our customers are prepared to pay for audio books, but they are discerning, and will only pay for a service which offers them a reasonable choice of items which are of sufficient quality. It is doubtful whether they would be prepared to pay for an unending stream of do-it-yourself inspirational books and pot-boiler novels. A further impediment is the difficulty of rationalising the audiobook collections in terms of charges and loan periods. Whereas a customer borrows a downloadable audiobook for a 2- week loan period for no charge, customers borrowing audiobooks on cassette and CD bear a charge of $1 for a 4-week loan period. Consistency is important for customers and we will have to find a solution to this problem before the end of the pilot period. Yet another impediment to charging for the service is that we will need to ensure that a consistently high level of technical support is provided in a timely manner. WCL is well able to handle the present number of technical help enquiries. With a rise in the number of OverDrive customers, however, and with the introduction of charges, we would have to ensure that this level of service is maintained. Customers would expect this if they were paying for a service. Customer feedback Customer feedback on the OverDrive service has been received by , telephone, feedback forms, a survey, and through conversations with Library staff. It has been predominantly positive, and reflects the high levels of usage. The positive feedback commented on its portability - being able to listen to books in cars and on walks and the ease of being able to manipulate the players for the physically impaired. Housebound customers and out-of-towners living in remote locations (including an aid worker in rural New Guinea) are also benefiting from the service. The less positive feedback included complaints about the incompatibility of ipods, and ongoing comments about the quality of the content. OverDrive is still in its pilot period. We are very pleased, however, at how well the service has been received by our customers. To quote one customer, I listen in my car, it gives me excuses for long walks, it annoys my husband and cats. There are no downsides to this. More books please.
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