Today, many obstacles exist in traditional mechanisms for content licensing, commonly resulting in under-utilization of content or copyright piracy. For example, it can be very difficult to locate the appropriate rights holders, or there are often prohibitively high transaction costs involved in getting permission to use content. Used since Spring 2011 at Stanford for print course materials and extended in Spring 2012 quarter to online course materials, the Stanford Intellectual Property Exchange (SIPX) now creates a user-friendly way of clearing rights for both print and online course materials. Personalized course readers have been produced using PrintGroove by Konica Minolta. The SIPX system will be available for all Stanford courses in Fall 2012. mediax.stanford.edu

1.
Stanford
May
2,
2012
at S T A N F O R D U N I V E R S I T Y
Cloud-­‐based
Copyright
Clearance
Services
for
Course
Materials
MARTHA
G
RUSSELL,
PhD
FRANNY
LEE
Executive
Director,
Associate
Director,
Media
X
at
Stanford
University
Stanford
Intellectual
Property
Exchange
marthar@stanford.edu
fslee@stanford.edu
h0p://mediax.stanford.edu
h0p://codex.stanford.edu
h0p://innova7on-­‐ecosystem.org
h0p://sipx.stanford.edu

2. Overview
• Background
– Actors,
problems,
opportuni@es
• SIPX
– Ac@on
research
with
itera@ve
use
case
– What
it
is
and
how
it
works
• Benefits
– For
you
and
your
cons@tuents
at S T A N F O R D U N I V E R S I T Y

3. The REAL Issue
at S T A N F O R D U N I V E R S I T Y Deep Knowledge with Wide Applicability
IN
THE
HEART
OF
SILICON
VALLEY
IN
A
CULTURE
OF
RAPID
ITERATION,
WHERE
DISRUPTION
IS
CELEBRATED
WHERE
TALENT,
INFORMATION
AND
CAPITAL
RESOURCES
FLOURISH
THE
ISSUE
IS
NOT
THE
RATE
TECHNOLOGY
TRANSFER
THE
ISSUE
IS
THE
EFFECTIVENESS
OF
INNOVATION
AND
KNOWLEDGE
TRANSFER
WE
CALL
THIS
“COLLABORATIVE
DISCOVERY”
The
Media
X
approach
WORK
ON
BOLD
IDEAS
WITH
BUSINESS,
TEST
SUCCESS/FAILURE
CONDITIONS,
ITERATE
RESULTS
QUICKLY,
TRANSFER
INSIGHTS
AT
EVERY
STAGE

4. H-­‐STAR
HUMAN
SCIENCES
AND
TECHNOLOGIES
at S T A N F O R D U N I V E R S I T Y
ADVANCED
RESEARCH
INSTITUTE
RELATIONSHIP
INTERFACES
FOR
DISCOVERY
COLLABORATIONS
Goal:
Do
something
together
neither
of
us
could
do
by
ourselves.
Research
on
people
and
technology
—
how
people
use
technology,
how
to
beUer
design
technology
to
make
it
more
usable,
how
technology
affects
people’s
lives,
and
the
innovaIve
use
of
technologies
in
research,
educa@on,
art,
business,
commerce,
entertainment,
communica@on,
security,
and
other
walks
of
life.

5. Stanford University Medical Media !
& Information Technology !
SUMMIT Distributed Vision Lab !
a t S T A N F O R D U! I V E R S I T Y
N
DVL
Discovery Collaborations !
Electrical Engineering Psychology Span Stanford Labs!
Computer
Science EE Psy Linguistics Communication Between Humans
Philosophy Ling and Interactive Media
CS CHIMe
Phil SHL Stanford Humanities Lab
Graduate School
VHIL GSB Of Business
Virtual Human Stanford Center
Interaction Lab SCIL for Innovations
in Learning
Center for the Study Of
CSLI Language & Information
Art Digital Art
Center
EngineeringEng
& Product
Design School of Education;
Ed Education and
PBLL Law Learning Sciences
Work
Technology & Center for
Organization SSP Legal
Des Stanford Joint
PBLL Program in Design
Project Based Informatics d.school
Learning Symbolic LIFE
Laboratory Systems Program Learning in Informal and
Formal Environments

6. Media
X’s
Unique
proposi@on
• Pose
a
ques@on
to
the
Stanford
thought
leaders
that
will
create
– Opportuni@es
for
discovery
collabora@ons
– On
novel
research
– That
leverages
the
latest
research
interests
– To
iden@fy
the
new
ques@ons
that
will
lead
to
– Insights
that
address
edge
ques@ons
– 3
to
5
years
out
• Par@cipate
in
the
discovery
process
to
learn
• The
best
ques@ons
and
how
to
pursue
them
• Ra@onale
of
research
pathways
–
why?
why
not?
at S T A N F O R D U N I V E R S I T Y

7. Publish
on
Demand
Research
Theme
– istory
History
Publish on Demand H Theme
•
2005
Media
X
RFP
“Online
Media
Content”
• “…research
into
technological,
procedural
and/or
legal
mechanisms
that
would
facilitate
consumer
publica@on
and
use
of
material
in
online
forums,
such
as
blogs,
P2P
networks...”
•
Law
team
proposes
an
online
marketplace
for
rights
in
content
[SIPX]
•
Legal
feasibility
study
completed
in
September
2006
•
2007:
CodeX
team
organizes
working
groups
of
business
school,
computer
science,
and
law
researchers
to
explore
technical
feasibility
• 2010
Media
X
Theme
“Human-­‐Machine
Interfaces
for
Publish-­‐on-­‐
Demand
Services”
• Con@nues
and
expands
scope
of
“Online
Media
Content”
• “Publish-­‐on-­‐Demand”
ini@a@ve
ac@vates
research
in
law
and
computer
science
• Focus
on
use
case:
SIPX
with
PrintGroove
• 2012
Theme
broadens
to
course
materials
in
higher
educa@on
at S T A N F O R D U N I V E R S I T Y

8. Research Questions
What
are
the
causes
of
content
licensing
inefficiencies
in
Higher
Educa@on?
How
can
legal
informa@cs
technology
be
used
to
alleviate
licensing
inefficiencies?
Ac@on
research
with
itera@ve
use
cases
at S T A N F O R D U N I V E R S I T Y
at S T A N F O R D U N I V E R S I T Y

9. Causes of Inefficiencies
Problem
COSTLY/INEFFICIENT
• Students
can
pay
$15-­‐40/reader
for
the
service
of
copyright
clearance
–
not
for
the
license
• Professors
use
same
course
reader
over
and
over
to
avoid
having
to
deal
with
copyright
clearance
Ime
delays
• Double
payment
problem
–
oTen
too
complicated
to
determine
each
students’
exisIng
rights
to
use
content
Average
breakdown
of
cost
components
for
a
course
reader
prepared
through
a
tradiIonal
service
(i.e.
costs
paid
by
student)

10. Causes of Inefficiencies
TradiIonal
copyright
clearance
pracIces
in
educaIon
are
prohibiIve
GO TO Copyright Owner
- Identify
- Locate
- Request permission to copy
- Receive permission and
price
REPEAT this process
START by the number of
- Professor, TA If article/use
is not different articles a
or bookstore represented by professor wants to
wants to copy an Copyright u s e , o r f o r
article for Agency, GO TO different types of
class Copyright Owner
uses
GO TO Copyright Agency
-Check catalogue
-Request permission
-Receive permission and
price
COMMON
PROBLEMS
•
Indeterminable
ownership
•
No
response
to
requests
•
Time
(1-­‐2
month
processing
@meframes)
•
Cost
(manual
processes
create
large
transac@on
fees)
•
Ambiguity
(does
fair
use
apply?)
•
Professor
olen
needs
to
pay
for
en@re
class’
royal@es
up
front
DIFFICULT/IMPOSSIBLE
FOR
PROFESSOR
TO
DISTRIBUTE
NEW
CURRENT
ARTICLES
TO
CLASS
IN
REAL
TIME

11. Causes of Inefficiencies
Problem
Copy
Shop
Piracy
is
thriving
“…
[P]ublishers
say
the
underground
industry
across
Canada
costs
$75
million
annually
in
lost
revenue,
a
quarter
of
their
business.
Both
large
and
small
copy
shops
have
been
accused
of
the
pracIce
…”
Kenyon
Wallace,
Textbook
piracy
thriving
around
city's
campuses,
TheStar.com,
hUp://
www.thestar.com/ar@cle/568628
at S T A N F O R D U N I V E R S I T Y

12. Causes of Inefficiencies
Problem File-­‐Sharing
Piracy
of
Academic
Content
is
Thriving
too…
“Yet
technology
has
also
presented
tremendous
risks
for
those
who
supply
content
and
those
who
use
it.
In
2009,
college
reading
material
began
to
surface
on
peer-­‐to-­‐peer
file-­‐sharing
websites.
One
site
facilitated
the
exchange
of
nearly
5,500
academic
journal
arIcles
in
just
six
months,
cosIng
journal
publishers
an
esImated
$700,000.”
hUp://www.copyright.com/media/annual-­‐report/
at S T A N F O R D U N I V E R S I T Y

13. Causes of Inefficiencies
Problem Liability
Cambridge
University
Press
v.
Paon
Schools
and
educators
are
exposed
and
at
risk.
at S T A N F O R D U N I V E R S I T Y

14. Solution

15. Solution
SIPX
IMPROVES
PRINT
ON
DEMAND
WITHOUT
SIPX: $113 $78
$30 $120 (New course)
STUDENTS
SAVE: $64 (57%) $11 (14%)
$6 (19%) $87 (64%) --
(Correlates with student savings of 25-78% measured during original Spring 2011 SIPX pilot.)

16. Solution
SIPX
pilot
–
Stanford
Spring
2011
COPYRIGHT
ROYALTY
CHARGES
TOTAL
COSTS
(incl.
tax,
print
and
any
shipping)
TOTAL
SAVINGS
FOR
STUDENT
Bookstore/Service
SIPX
Bookstore/Service
SIPX
Pilot
1
(Econ)
$44.87
$0.00
$93
$20
$73
Pilot
2
(Psych)
$42.34
$36.45
$83
$62
$21
Pilot
3
(Physics)
$29.63*
$2.88
n/a
$18
n/a
STUDENTS
•
save
25%-­‐78%
because
of
automa@on
and
elimina@on
of
double
payments;
poten@ally
free
with
opt-­‐in
for
cost
subsidy
messages
•
customiza@on
features
to
cater
to
individual
product
and
cost
preferences
EDUCATORS
•
easier
and
faster
to
assemble
course
materials
•
course
materials
can
be
updated
more
frequently
•
no
longer
asked
to
take
full
responsibility
for
assessing
copyright
status
of
materials
used
SCHOOL
ADMINISTRATION
AND
GENERAL
COUNSEL
•
a
very
difficult
problem
is
now
solved
and
the
school’s
copyright
infringement
liability
decreases
•
grows
goodwill
to
jus@fy
school
fees
LIBRARIES
•
able
to
beUer
leverage
the
value
of
purchased
subscrip@ons
and
make
that
value
more
visible
to
students
•
pay-­‐per-­‐use
op@on
can
make
more
content
available
without
commiqng
to
an
en@re
subscrip@on
ParIcipaIon
increasing
rapidly
–
faculIes
and
departments
now
include:
• Psychology • Humanities • Math • Graduate Sch. of Business
• Economics • Education • Law
• Physics • Languages • Political Science

17. Solution
SIPX
IMPROVES
DIGITAL
DISTRIBUTION
ü
Seamless
integra@on
into
course
websites
and
learning
management
systems
ü
Student
pays
the
lowest
possible
royalty
with
one-­‐click
access
to
assigned
reading
ü
Reduced
piracy
liability
for
school
administra@on
and
professors
ü
Tracks
and
reports
usage
of
content
for
copyright
owners
Compe@tor
price
(in
print)
$
190.04
SIPX
price
$
131.87
Savings
to
student
$
58.17
(30.6%)

18. Providing
affordable
and
easy
access
to
cleared
educaIonal
content
requires…
+
+
Ability
to
locate
actual
Informa@on
about
Integra@on
with
digital
content
with
copyright
pricing
and
content
distribu@on
reliable
metadata
condi@ons
of
use
systems
Aggregators
&
publishers:
Publishers:

19. Building
from
the
user’s
perspecIve…
Print
Stanford
Publish
on
•
Educators
assemble
course
materials
online
Demand:
•
Content
cleared
in
real-­‐@me
PrintGroove/BizHub
•
Students
purchase
online
and
pick
up
book
in
2
business
days
at
bookstore
Digital
•
Educators
post
or
link
to
course
materials
online
Learning
management
systems
•
Students
retrieve
materials
online;
access
to
content
is
allowed
aler
rights
are
authen@cated
or
student
pays
necessary
royalty
Major
systems
in
higher
educa@on:
Blackboard
(subscrip@on
system)
-­‐
used
in
5000
higher
educa@on
ins@tu@ons
worldwide
Sakai
(open
source
solware)
–
used
in
350
universi@es,
including
Stanford’s
Coursework
(hosts
1400
courses)
and
Oxford’s
WebLearn
•
Educators
post
or
link
to
course
materials
online
Online
courses
•
Students
retrieve
materials
online;
access
to
content
is
allowed
aler
rights
are
authen@cated
or
student
pays
necessary
royalty
Stanford’s
online
Introduc7on
to
Ar7ficial
Intelligence
course
had
160,000
enrolled
students
•
Educators
assign
course
materials
e-­‐Readers
•
Students
purchase
online
and
use
e-­‐reader/app
to
access
content

20. HOW
SIPX
WORKS:
PROFESSOR
STUDENT
retrieves
reading
CONTENT
OWNER
assembles
content
gets
paid
Through
the
matching
SIPX
Find
arIcles
registra7on,
SIPX…
Receives
collected
through
a
simple
…checks
for
applicable
royalty
payments
keyword
search
by
discounts,
and
usage
analy7cs.
7tle/author
on
the
…transacts
any
necessary
school’s
web
pla[orm
royalty
purchase,
or
directly
on
SIPX.
…delivers
content
to
student
in
their
choice
of
print
or
digital
reading.
SIPX’s
system
also
adapts
for
researchers,
content
creators,
and
many
other
types
of
users
and
ac@vi@es.
Clip art provided by http://pixel-mixer.com

21. SIPX
PRINT
ON
DEMAND
DEMO

22. SIPX
PRINT
ON
DEMAND
DEMO
User
authenIcaIon
to
find
pre-­‐exisIng
rights
to
content
for
the
lowest
possible
price

23. SIPX
PRINT
ON
DEMAND
DEMO
–
Student
Purchase
CustomizaIon
opIons
for
students

24. SIPX
PRINT
ON
DEMAND
DEMO
–
Student
Purchase
Royalty
pricing
is
dynamically
calculated
through
SIPX’s
cloud
service

25. SIPX
PRINT
ON
DEMAND
DEMO
–
Teacher
Assembly
Easy
online
interface
for
educators
to
DIY
their
course
readers
System-­‐generated
cover
page
and
table
of
contents
Create
custom
excerpts
Easy
assembly
tools

26. SIPX
PRINT
ON
DEMAND
DEMO
–
Teacher
Assembly
Royalty
informaIon
and
content
drawn
in
real-­‐Ime
from
SIPX’s
cloud
service

27. SIPX
COURSEWORK
DEMO
–
Using
SIPX
Proxy
Links
SIPX
benefits
in
an
easy
1-­‐click
purchase

28. SIPX
COURSEWORK
DEMO
–
Using
SIPX
Proxy
Links
Students
seamlessly
view
the
cleared
documents
in
their
own
browsers

29. SIPX
COURSEWORK
DEMO
–
Using
SIPX
Proxy
Links
Students
pay
their
SIPX
bill
at
the
end
of
the
course

30. Benefits for YOU
•
Help
instructors
save
@me
• Reduce
liability
risk
for
copyright
infringement
• Promote
respect
for
intellectual
property
• Save
students
money
• Spread
good
karma!
• AUend
informa@on
session
to
get
started
at S T A N F O R D U N I V E R S I T Y

31. May 11 Information Session
Friday,
May
11:
9
AM,
#235
Wallenberg
Hall

32. New Research Questions
hat
are
the
causes
of
content
licensing
W
inefficiencies
in
Higher
Educa@on?
How
can
mul@-­‐disciplinary
research
about
intellectual
property
in
course
materials
help
to
alleviate
inefficiencies
and
improve
the
educa@onal
experience
–
for
instructors
and
students?
at S T A N F O R D U N I V E R S I T Y

33. Stanford
IT
Open
House
May
2,
2010
Ÿ
11
a.m.
Ÿ
Frances
C.
Arrillaga
Alumni
Center
Cloud-­‐based
Copyright
Clearance
Services
for
Course
Materials
MARTHA
G
RUSSELL,
PhD
FRANNY
LEE
Executive
Director,
Associate
Director,
Media
X
at
Stanford
University
Stanford
Intellectual
Property
Exchange
marthar@stanford.edu
fslee@stanford.edu
h0p://mediax.stanford.edu
h0p://codex.stanford.edu
h0p://innova7on-­‐ecosystem.org
h0p://sipx.stanford.edu
at S T A N F O R D U N I V E R S I T Y