This presentation explores personalized information services such as portals, personal banking services, on-demand publishing, on-demand video, automatic current awareness, ToC services, electronic document delivery, “desktop librarian” (www.liveperson.com), recommender systems (e.g., amazon.com), information agents

Tonta, Yasar

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Personalization of Digital Information Services

Tonta, Yaşar

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“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalization of Digital Information ServicesYaşar TontaHacettepe UniversityDepartment of Information ManagementAnkara, Turkeytonta@hacettepe.edu.tryunus.hacettepe.edu.tr/~tonta/tonta.html“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Outline? Industrial Society vs. Information Society ? Collection management ? Disintermediation? Personalization of digital information services? Issues? Conclusion “IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Production Factors✦ Labor ✦ Capital✦ Knowledge✦ Labor + material = economic success✦ Material and service management is most important in the Industrial Society“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Industrial Society✦ Mass production– Standardized goods and services – “Any customer can have a car painted any color that he wants, as long as it’s black” (Henry Ford)✦ Mass distribution– Newspapers, radio-TV, etc.  ✦ Competition– In US: 260 different brands of cars, 87 colas, 3000 beers, 340 cereals, 50 bottled water, etc.✦ “Make, store, sell” (Mitchell M. Tsang)✦ “The Age of the Terrific Deal”: “as you want them”, “from anywhere”, “at the best price and highest quality”(Robert R. Reich)“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Organization in Industrial Society ? Based on mass production and mass distribution? “Mechanistical organization”? “Continuous development”? Traditional education and training? Rigid / hierarchical adminsitration? Economic models based on centralization“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Knowledge . . .✦ “None of the sources that are used to create wealth is as important as knowledge.” ✦ Knowledge ? “lifeblood of development” ✦ Knowledge ? the sine qua non of competition“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Information Society? “. . . pre-automation technology yields standardization, while advanced technology permits diversity.”? “Unstandardized” goods and services (Toffler, 1970s)? Cheaper to produce personalized goods and services using advanced IT: “. . . as technology becomes more sophisticated, the costs of introducing variations declines” (Toffler 1970, p. 236) ? “Sell, make, deliver” (Mitchell M. Tsang)“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Organization in Information Society ? Based on mass customization and personalization? Mass customization is an indication of a rich and complex society.? “Dynamic organization”? Customer focused education / continuous education ? Loose / horizontal administration? Economic models based on customization“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Customization / Personalization✦ Customization– Changing or customizing goods and services according to customers’ needs✦ Personalization– “. . .selecting and filtering information objects or products for an individual by using information about the individual.” (Koch, Möslein, Schubert, 2002):“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Information Services & Internet✦ Removal of temporal and spatial barriers✦ Provision of information services to remote users (24X7)✦ “Instant gratification”“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Collection Management✦ Increasing costs of information sources✦ One source – one user ? One source –multiple users✦ “Ownership vs. access” ✦ Ownership dictates use of centralized information management models✦ Budgets devoted to electronic information resources increasing (%15-%20)✦ Cooperative/consortial collection management practices“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Increasing CostsSource: Kyrillidou and Young (2001, graph 2). Available: http://www.arl.org/stats/arlstat/graphs/2000t2.html“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Collection Manager’s Responsibilities? Separate policies of licensing, processing, maintenance, storage and usage? “Interdependence” on other information centers, library consortia, information producers/providers and aggregators “IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Disintermediation? Intermediation ? requires centralization? is expensive? usually means long lines ? doesn’t serve remote users  ? IT makes information management less centralized, more distributed ? Disintermediation ? Increase in interlibrary borrowing transactions ? Decrease in reference and circulation transactions“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Impact of Remote AccessReference transactions (-12%)Total circulation  (-6%)Interlibrary loan (97%)Source: Kyrillidou and Young (2001, graph 1). Available: http://www.arl.org/stats/arlstat/graphs/2000t1.html. “IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalization of Information Services ✦ Explicit / implicit personalization✦ Active / passive personalization ✦ Personalization of display environment✦ Personalization of collections / content✦ Personalization of services“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.MyLibrary“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalized Information Services? Portals? Personal banking services? On-demand publishing, on-demand video? Automatic current awareness, ToC services ? Electronic document delivery? “desktop librarian” (www.liveperson.com)? Recommender systems (e.g., amazon.com)? Information agents“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.My Yahoo!“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Amazon.com“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Amazon.com recommends . . .“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalization Issues I✦ Standard content is offered to all users✦ Recognize users when they log on and personalize the content based on their rights and privileges✦ Providing information services using “pull” and “push” technologies✦ Personalized electronic books ✦ Need to move from “resource-centric” approach to “relationship-centric” approach“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalization Issues II✦ Difficult to implement in a distributed environment ✦ Network infrastructure✦ Security & privacy concerns✦ Interoperability – with library automation systems, student information systems, financial systems, etc.– With e-banking, e-commerce, e-health, e-government, e-(l)earning systems ✦ More sophisticated budgeting, pricing, use and training models“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Conclusion✦ Transform information services and make them available through distributed networks✦ Abandon “one-size-fits-all” approach and emphasize “relationship-centric” approach✦ Instant gratification is only possible with instant access to personalized information sources and services✦ If not satisfied with remote and personalized information services, users may ignore information centers altogether and “take their business elsewhere”“IATUL 2003 Conference”2-5 June 2003, AnkaraY.T.Personalization of Digital Information ServicesYaşar TontaHacettepe UniversityDepartment of Information ManagementAnkara, Turkeytonta@hacettepe.edu.tryunus.hacettepe.edu.tr/~tonta/tonta.html

English

Personalization of Digital Information Services.

E-LIS repository

“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalization of 
Digital Information Services
Yaşar Tonta
Hacettepe University
Department of Information Management
Ankara, Turkey
tonta@hacettepe.edu.tr
yunus.hacettepe.edu.tr/~tonta/tonta.html
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Outline
? Industrial Society vs. Information Society 
? Collection management 
? Disintermediation
? Personalization of digital information 
services
? Issues
? Conclusion 
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Production Factors
✦ Labor 
✦ Capital
✦ Knowledge
✦ Labor + material = economic success
✦ Material and service management is 
most important in the Industrial Society
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Industrial Society
✦ Mass production
– Standardized goods and services 
– “Any customer can have a car painted any color that he wants, 
as long as it’s black” (Henry Ford)
✦ Mass distribution
– Newspapers, radio-TV, etc.  
✦ Competition
– In US: 260 different brands of cars, 87 colas, 3000 beers, 340 
cereals, 50 bottled water, etc.
✦ “Make, store, sell” (Mitchell M. Tsang)
✦ “The Age of the Terrific Deal”: “as you want them”, 
“from anywhere”, “at the best price and highest quality”
(Robert R. Reich)
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Organization in Industrial 
Society 
? Based on mass production and mass 
distribution
? “Mechanistical organization”
? “Continuous development”
? Traditional education and training
? Rigid / hierarchical adminsitration
? Economic models based on centralization
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Knowledge . . .
✦ “None of the sources that are used to 
create wealth is as important as 
knowledge.” 
✦ Knowledge ? “lifeblood of development” 
✦ Knowledge ? the sine qua non of 
competition
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Information Society
? “. . . pre-automation technology yields 
standardization, while advanced technology permits 
diversity.”
? “Unstandardized” goods and services (Toffler, 1970s)
? Cheaper to produce personalized goods and 
services using advanced IT: “. . . as technology 
becomes more sophisticated, the costs of 
introducing variations declines” (Toffler 1970, p. 236) 
? “Sell, make, deliver” (Mitchell M. Tsang)
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Organization in Information 
Society 
? Based on mass customization and 
personalization
? Mass customization is an indication of a rich 
and complex society.
? “Dynamic organization”
? Customer focused education / continuous 
education 
? Loose / horizontal administration
? Economic models based on customization
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Customization / Personalization
✦ Customization
– Changing or customizing goods and services 
according to customers’ needs
✦ Personalization
– “. . .selecting and filtering information objects or 
products for an individual by using information 
about the individual.” (Koch, Möslein, Schubert, 2002):
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Information Services & Internet
✦ Removal of temporal and spatial barriers
✦ Provision of information services to remote 
users (24X7)
✦ “Instant gratification”
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Collection Management
✦ Increasing costs of information sources
✦ One source – one user ? One source –
multiple users
✦ “Ownership vs. access” 
✦ Ownership dictates use of centralized 
information management models
✦ Budgets devoted to electronic information 
resources increasing (%15-%20)
✦ Cooperative/consortial collection management 
practices
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Increasing Costs
Source: Kyrillidou and Young (2001, graph 2). Available: http://www.arl.org/stats/arlstat/graphs/2000t2.html
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Collection Manager’s 
Responsibilities
? Separate policies of licensing, 
processing, maintenance, storage 
and usage
? “Interdependence” on other 
information centers, library consortia, 
information producers/providers and 
aggregators 
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Disintermediation
? Intermediation 
? requires centralization
? is expensive
? usually means long lines 
? doesn’t serve remote users  
? IT makes information management less 
centralized, more distributed 
? Disintermediation 
? Increase in interlibrary borrowing transactions 
? Decrease in reference and circulation 
transactions
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Impact of Remote Access
Reference transactions (-12%)
Total circulation  (-6%)
Interlibrary loan (97%)
Source: Kyrillidou and Young (2001, graph 1). Available: http://www.arl.org/stats/arlstat/graphs/2000t1.html. 
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalization of Information 
Services 
✦ Explicit / implicit personalization
✦ Active / passive personalization 
✦ Personalization of display environment
✦ Personalization of collections / content
✦ Personalization of services
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
MyLibrary
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalized Information Services
? Portals
? Personal banking services
? On-demand publishing, on-demand video
? Automatic current awareness, ToC services 
? Electronic document delivery
? “desktop librarian” (www.liveperson.com)
? Recommender systems (e.g., amazon.com)
? Information agents
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
My Yahoo!
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Amazon.com
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Amazon.com recommends . . .
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalization Issues I
✦ Standard content is offered to all users
✦ Recognize users when they log on and personalize 
the content based on their rights and privileges
✦ Providing information services using “pull” and 
“push” technologies
✦ Personalized electronic books 
✦ Need to move from “resource-centric” approach to 
“relationship-centric” approach
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalization Issues II
✦ Difficult to implement in a distributed environment 
✦ Network infrastructure
✦ Security & privacy concerns
✦ Interoperability 
– with library automation systems, student information 
systems, financial systems, etc.
– With e-banking, e-commerce, e-health, e-government, e-
(l)earning systems 
✦ More sophisticated budgeting, pricing, use and 
training models
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Conclusion
✦ Transform information services and make 
them available through distributed networks
✦ Abandon “one-size-fits-all” approach and 
emphasize “relationship-centric” approach
✦ Instant gratification is only possible with 
instant access to personalized information 
sources and services
✦ If not satisfied with remote and personalized 
information services, users may ignore 
information centers altogether and “take their 
business elsewhere”
“IATUL 2003 Conference”
2-5 June 2003, Ankara
Y.T.
Personalization of 
Digital Information Services
Yaşar Tonta
Hacettepe University
Department of Information Management
Ankara, Turkey
tonta@hacettepe.edu.tr
yunus.hacettepe.edu.tr/~tonta/tonta.html


http://eprints.rclis.org/14767/1/iatul-1-2003.pdf

Personalization of Digital Information Services

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