Corporate Licenses: A thought on STM Sales model for Corporates

With a few years of content selling experience in India to both academic and corporate I thought this is a good time to pen some of my thoughts and experience of selling scientific literature and tools in India. In this blog I wanted to capture some of my experience and challenges in selling content, specially to corporate in India. These are my experiences purely based on interactions with the companies that we have been working and trying to capture. In my role today I manage corporate sales across India selling into pharma, semiconductor, IT & Manufacturing companies. From PSUs to contract research companies. In my contact rolodex you would find Product Engineers, Scientist, Solution architects, HR L&D, Training heads & CTOs.

Let me present my perspective of Research by Corporates in India? Who is research in Corporate India? What does research mean in India?

In India Corporate research can easily be compared with re-engineering, Low cost engineering, reduce cost engineering. If its pharma except for a couple of pharma companies most pharma companies are API, Bulk drug or doing contract research. When it comes to selling content to them its a story to tell and I hope I am able to do justice to this.

For starters lets look at life in a day of an Engineer at a R&D Centre, this is a typical captive R&D in India, these guys work on projects with a very specific task assigned and leaving very little to his imagination except for doing what he is told. This though is changing as Engineers are not willing to give in to the tasks alone, you see increasing number of patents filed from India as a testament to this but a lot more is desired. The other end of the spectrum is Indian Engineers are very happy doing what they are doing and not really worried about reading or staying update, most people not willing to invest in themselves to keep themselves updated and often ending up doing job below their skill level. People seem to become so comfortable with the 10-15% hikes they get every year that they dont want to even look beyond. At the far end of the spectrum is the Management, so what do they want. They want people to take initiative yet they dont want to give them any freedom. For every idea to be selected you have an internal bureaucracy to win and there is very little scope for failure. They want to maintain the control on who is doing what without cutting any slack. Cant blame them we are not very disciplined when we are left free ?

What happens in Pharma is even more fun to highlight, I like to quote a very senior chemist/scientist once who said "When you mix two chemicals the reaction will automatically happen whether you know chemistry or not. We really dont need to read a lot but know what we shouldn't do. And to do this we look at who else has done it and how. Hence we rely on patents and molecules that we have been told to identify and work". I understand this do what sells dont worry about the unknown someone will find a solution we will try to find an alternate and do it cheap.

There are many other such examples of what are we researching and to produce what. From most of my interactions I hear very similar lines. I have only 12 hrs of work time and in that most of the time goes in fire fighting where is the time to read? So then how do we sell content?? Is no one reading? I would very wrong if i remotely indicate this. We are..and if we have to go by footfalls on website and number of unique visits to publishers website I am confident that India ranks among the top 3. But what needs to be understood is that numbers do not mean anything in India. We are a 100 Billion plus and counting so numbers dont matter to me. What matters is out of the number of visits how many finally continue to return and bring more with them. I am sure that the returning numbers to website would be a relatively smaller number and in that if we are looking at regular visits that number might still be the smallest (as it would be in any other country as well but when you look at the ratio it would certainly be smaller than all others). What I am trying to get is the model in which most content is being sold in India to corporates. Buy pick n choose or buy collection of articles with minimum spend or enhanced licenses. If you ask any Content sales person in the industry today he/she would simply say corporate selling is challenging.

Why this view, yes it is challenging but the selling model is also questionable. For an engineer on the ground he has cost pressure and asking for any resource that will help him in his work would also mean adding cost to the product which neither his manager or his management is very keen on. Why spend on a notebook if you have give an ROI on every page utilized by the end user. People will start find new places to write if you ask them to explain the ROI on every page used. We cant ration everything if we do that people will find ways to steal and thats exactly what happens in content sales. My understanding of the industry and academia collaboration is my engineer will come to your library let him use the resources. My engineer friend is doing Mtech i will take his help to get the paper. Lets find if they have individual membership one of the team leads will become member and if we need one or two papers we will use his ID. All manifestation of a wrong model. We cannot have an ROI on a notebook.

So what do we do ??? Apart from the fact that most of the content, like this blog is becoming free, open source and that people are unwilling to buy new content whatever be the reason. While there must be millions of discussion out there on open source and not so open source I strongly believe that the sales model has to evolve.

Here is what I think may be the future sales model for most STM publishers. Tools to deliver tangible research or Sell reusable content at premium (similar to Standards/compliance reports). I have to believe that the content itself will become irrelevant but the outcome from the content would be Gold and that has to be charged. You cannot use all open source content and make millions from others. Just like in software if you make money you have to share the fruits with others (Android). If I am publishing and the company wants an affiliation sure why not.. The fees for company affiliation will be different and will be defined by the technology in question. I want to file a patent and the patent refers my papers, the patent is owned by the company so the company has to pay for the referral. What will be the pricing model ? How will you identify the opportunity and demand money from companies? This is the next billion dollar answer

Gia is now 3 and a growing Girl

This is much delayed what must have been published on 7th Jan is being written and published now.. No excuses..Sorry Beta!!

Where do I start "Gia Mera Beautiful" or "Tum hi ho Meri ashuqie tum hi ho meri Zandagi" I have never loved a song more than now when i hear you sing this song. I can really see the girl in you grow up every day!! Your love for all things girlie the sandals, the Bindi, the saree and the whole playing i am your mumma. Each day is blessing with you!! I love you so much and love to hear you say that you love me!!

I am growing with you honey and see you change. I hope i am able to keep pace with the changes you bring in. I honestly will try but will need all your support and love to understand you better with every passing year. I realise as you are growing impatient and learning many things. I am getting older, slower in learning and more irritable then before. I hope you forgive me for all the times i have lost my temper and as you say "Please dont scold me Dad" I want to say sorry for all those instances. My impatience and loss of temper is only when i am unable to communicate with you in a manner you understand what is important for you and help you do the right thing. I guess this battle will continue all our lifes and we just have to learn to deal with each other in the most loving manner possible. Today it is for eating your lunch on time, getting dressed on time, not sucking your thumb, washing your hands, some trivial things. Which i know time will heal but worries me everytime is when I see you fall sick. Its those times that i see you lying in the bed with Fever, i feel helpless. It is that helplessness that triggers some of the Anger. But honey please trust my love. I love you so much. Your smiling face is the biggest treasure I have found in my life. Love you tons!! Love you forever!! Papa

Volkswagen Vento Buying Experience

I am not only disgruntled but feel cheated, by the way, Volkswagen dealership (Elite motors) have conducted themselves during the Purchase process. I had inquired, test driven the Vento Comfortline Preferred edition 2013 model with Elite. I had agreed on the sales price and even signed the sales contract with them. Lucky for me before i was making the payment to them I thought of checking the details once again. On my re-check your dealer was cheating with 2014 pricing while giving 2013 car. They were miss leading with the choice of colors available and facts about the car. Today I feel that there is no audit or check by Volkswagen on their sales process and allow cheats like them in the market. I have enough reason to believe that Volkswagen is colluding with the dealers in trying to clear its old inventory at the cost of innocent buyers. I intend to take this to the court if I do not get proper clarification. From Volkswagen all I hear is a pathetic Sorry. I wonder if it was Germany or US will these dealers or can these authorized dealership get away just like that.

The worst part is that there is very little that we as customers can do. The sorry seems such a throw away word with people/companies in India


---------- Forwarded message ----------
From: VWVI R: Pune, Customercaresales 
Date: Tue, Apr 29, 2014 at 12:06 PM
Subject: RE: Contact Details on volkswagen.co.in

Dear Mr. Taparia,

Good afternoon!!

This has reference to your following email.

We are deeply concerned to note your feedback on the recent interactions with the dealership, Volkswagen Elite and apologies for the inconvenience caused to you in this regard. We are sensitized to your concerns expressed and  assure you that the same has been shared with the concerned as appropriate. We have also taken immediate note of your feedback put forth during your call to ensure errors of this nature are not repeated in the future.

We  understand that you have spoken with our Volkswagen representative, Regional Manager, Mr. Harish Babu, who admitted that there was an error that occurred on the part of the sales consultant.

We are also given to understand that you have now cancelled your booking with Volkswagen Elite and booked your vehicle with Volkswagen Palace Cross.

We thank you for your valuable feedback and would request you to kindly contact us incase of any further assistance.

Kind Regards,

Customer Care - Sales

Volkswagen Passenger Cars, India

CIN:U50401MH2007FTC168439

A tribute to great: Lalchand Somani

Today Morning my brother called me. He was crying and his painful voice was deafening what followed was an even worse news. My Uncle whom i have always looked up to as my Godfather and who has always been there for us passed away. Its a day thats been hard to describe, the intense sense of helplessness.
Not sure what i am greving about he is no doubt invaluable to all our lifes but just as painful as his loss is the thought and feeling that my cousins in Delhi are going through is even more painful. There is this feeling of being orphaned and a thought for my other mother. A mother who has been living for her husband serving him all her life.
I cant imagine what she is going through I dont know if there is anything more painful than this sudden and rude shock. No Goodbye no sorry no words. All words resonate uncertainity. We live with hope and imagination. Tomorrow morning she would wake up and suddenly she would realise the sudden emptiness a sense of loss and it would be like this for a few days.
I cant imagine how she would deal with it. I hope God gives her the strength and us the courage to stand by her and tell her that she has us and that we need her more than ever before.

As for the Man!! What can be said about him. He was an incredible family man. Lived all his life helping people setup families, business. A believer and a very loving father. He has been the pillar of strength for so many. His word and will is examplary. He will live in our thoughts always.

Jai Shree Krishna!!

Scrambled thoughts

Dear Blog,

Its been a while since I last wrote to you. I sure missed writing. When I started thinking about writing I really couldn't think of what I would write about or where do i start...

In the last few months I have been blessed with the opportunity to travel and travel to all parts of India. Everytime I have been to Mumbai I have always ached to meet friends but just could not. Feel bad to have lost a few friends in life. Then there are some friends who are always there for you unconditional support. Diwali is just a few days from today, I want to wish those lost friends and everyone a very happy diwali. Wish that we can connect again someday. Wish you and your family are happy and successful at everything that you do.
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Our lifes are so tough and twisted that we often forget how and where we store our energies and use it for the right purpose. In science they say energy is neither created nor destroyed it transforms from one form to the other. The Earth at its core is a molten mass of gases and hot lava which when finds its exit to the surface in its raw form creates a path of destruction (Volcano) the same core is a source of this unending energy when mixed with water gushes out in the form of steam providing for energy that can be used to power our homes, industry everything we need. Our heart and thoughts are the same in its raw, uneducated, undisciplined form and can think of using everything it possible can to destruct ourselves or those whose life we touch (terrorist, robbers, rapist, murders, cheats, etc) and when channeled in the right direction, educated and disciplined allows us to create new things, ways in which we create an enable ourselves for better living. At the core we all are the same all that changes are the situations, the conditions and challenges we face (ironically though we feel our problem is unique most of the problems in the world are common and so are the solutions to it). We would so easily blame everything around us for our volcanoes to burst but forget the other possibility. A possibility that allows inner peace and isolation from the disturbance around and to channel it for constructive work. We are often pressured at work and get irritated at some failures or dissatisfaction so much so that we are ready to throw away years of hard work and dedication or quit for want of something that is not going to be any different than it is here and now. The larger question is how can we channel this energy in to something meaningful and spare ourselves from the anxiety, depression, anger, etc.

I have believed that the answer is within and choice is ours. There are somethings in life that we cant change like the sun rise or sun set we have to learn to live with it. I am not suggesting one bit to give up and do nothing but learn to adept rather than react. The challenge most of the time is we react instead if we stopped for a moment and put things in perspective helping both ourselves and the person we work with. This will not only help the other person realize the cost of his behavior but also give us the results that would be far more satisfying and lasting. This path though longer and tougher because we inherently are built to defend ourselves need far more practice and belief. We are a source of undying power for ourselves and for those whose life we touch.

Happy Diwali!!

Gia, Turns 2 in a few days

Gia Honey,

As you turn two in a few days from now, I have been grappling with my toast and I thought while I will write and raise a toast on your birthday but I am sure you would hardly remember so I am putting it in black and white for you to read when you grow up. I write this with a lot of love and to tell you how much you mean to me and you always will.

On a starry night on 7th of Jan, I first held you in my arms with a tear in my eye. I was an anxious to be father and as I see you grow I am still an anxious father and guess that would remain with me. You are this incredible burst of energy with the most mischievous, naughty and intense eyes. It's such a joy to see you even when you are screaming and bringing the roof down. Honestly I try and be calm and I know its just a phase and shall pass. I want to say sorry for all the times I have yelled at you or lost my cool. I only do that out of my limitation to understand you and keep your tantrums in check. The only intend with this is to help you grow up polite, respecting and disciplined. Love you and love you so much dear. Wish you a very happy, healthy and a great learning year ahead. Like you say LAAB YOU :)

Lessons in Enterprenuership

It's been a while since I have been thinking about it but I finally got the time and the thought to may be keen a few things I learnt from my new venture. Oh yes!! For those who did not know I now have a small business while I am working for another company as well. What this allows me to do is find aspects of myself that I never knew exist.

Let me think !! It all started one evening sitting with a friend in my balcony when he had this idea about a property he came across through his work. The idea is plain and simple take the building from the owner and sublet it make money by the difference. What involved in it was not simple and it never is.

This is first business venture, though I have been brought up in a family business and have done some form of business and too me it all seemed natural and easy progression. But it never seems to amaze me when you get into something how different and how much you learn in such small time. The facets of your characters that get overhauled it simply beautiful.

For me I am naturally averse to conflicts and try and resolve things by waiting on it or running away from it. Yeah you read it we often brush things under the carpet when its not in our comfort zone. That's what has changed ever since I started my own business. Conflict and differences are a part of the daily business. Whether it is with your employee or with your customer or with your partners. Unless you take them head on you are not going to resolve any issue.

1. First learning for me, be clear on your vision. Spend that extra time to notice the details, the pine print of the agreements, partnership deeds, dealing with customers.
2. Take a decision, notice the pros and cons. Most importantly stick to your ground and be prepared for the consequences. they are not going to be limited but that's the difference. The key difference in success or failure.
3. Never rely only on word, everything should be document and detailed. With no eye for detail it will be impossible to win customers or partners.

My job allows me the freedom to fund my business but its a big risk the money that could have repaid your home loan, funded your dreams are riding on a partnership, a risk that we all believe in. It could very easily go down the drain and with it will come despair. So its imperative that you safeguard yourself with all eventualities. No exit plan, no crash landing, no limit tables are an invitation to doomsday.

This adventure has allowed me to learn so much and respect whatever I have earned so much more that I really feel lucky to have the luxury of a job and at the same time do business. To me business is more about character and vision. Without these I don't think anyone would ever be able to create something out of nothing. A good idea could very well go down the drain without the vision and the strength of your character, the leadership and discipline. You have to be honest to your vision.

To be continued.....