Document (#23809)

Author
Hess, T.
Anding, M.
Title
Content syndication : Konzept und erste praktische Erfahrungen
Source
Information Research & Content Management: Orientierung, Ordnung und Organisation im Wissensmarkt; 23. DGI-Online-Tagung der DGI und 53. Jahrestagung der Deutschen Gesellschaft für Informationswissenschaft und Informationspraxis e.V. DGI, Frankfurt am Main, 8.-10.5.2001. Proceedings. Hrsg.: R. Schmidt
Imprint
Frankfurt am Main : DGI
Year
2001
Pages
S.41-53
Series
Tagungen der Deutschen Gesellschaft für Informationswissenschaft und Informationspraxis; 4
Abstract
Um E-Commerce-Angebote attraktiv zu gestalten, reichen Informationen zu den eigenen Produkten und Dienstleistungen nicht aus. Erforderlich ist vielmehr die Integration von Inhalten, die die eigenen sinnvoll ergänzen, aber in der Regel im eigenen Unternehmen nicht verfügbar sind. Ein ähnliches Problem stellt sich im Bezug auf Intranets. Für die Nutzer eines Intranets ist ein Angebot wenig interessant, dass sich lediglich auf hausintern erstellte Informationen beschränkt. Attraktiv ist vielmehr, wenn in ein Intranet auch weiterführende Inhalte zu Kunden, Lieferanten, Branche oder Region enthält. Vor diesem Hintergrund gewinnt Content Syndication an Bedeutung. Content Syndication beschreibt die an kommerziellen Zielen orientierte Bereitstellung von Informationen an Geschäftskunden, so z. B. für E-Commerce-Angebote oder Intranets. Ziel des Beitrags ist es, einen Überblick über Konzept und erste Umsetzungserfahrungen mit Content Syndication zu geben. Dazu ist zwischen einer ökonomischen und einer technischen Perspektive zu unterscheiden. Als Einstieg in die ökonomische Perspektive wird das Fallbeispiel der Tanto AG dargestellt, einem Syndicator aus Hamburg. Tanto (www.tanto.de) stellt über einen elektronisch verfügbaren Katalog Informationen aus den verschiedensten Gebieten online zur Verfügung. Der Kunde kann die Inhalte einzeln bezahlen oder aber ein Abonnement eingehen. Auf Basis dieses Beispiels lassen sich die generellen Gestaltungsparameter für das Geschäftsmodell eines Syndicator aufzeigen: Zielsetzung des Anbieters, Einordnung in sein sonstiges Leistungsspektrum, abgedeckte Themenfelder, Exklusivität der Inhalte sowie Abstützung auf Markennamen (von Inhaltelieferanten). Die nähere Analyse dieser Parameter zeigt eine Reihe von Besonderheiten. So verfolgen keinesfalls alle Anbieter das Ziel, mit der Übertragung von Inhalten unmittelbar Erlöse zu generieren. Vielmehr erhalten sie häufig als Gegenleistung die Möglichkeit, auf den WWW-Seiten des Nachfragers kostenfrei Werbung zu platzieren, den eigenen Markennamen in den Inhalten deutlich zu verankern oder aber Interessenten (z. B. durch Kurztexte und integrierte Links) bequem auf die eigenen WWW-Angebote zu locken. Als Beispiel für die technische Ebene wird das Standardisierungsprojekt in der Fachverlagsgruppe BertelsmannSpringer präsentiert Ziel von BertelsmannSpringer ist es, die in den Fachverlagen entwickelten Inhalte über die hauseigenen Online-Anbieter (wie z. B. das Baunetz, www.baunetz.de) mehrfach zu verwerten. Zu diesem Zweck wird ein XML-basieter Standard für den Inhalteaustausch zwischen Verlagen und Online-Anbietern gerade schrittweise eingeführt. Ausgehend von diesem Fall lassen sich die wichtigsten Fragen einer technischen Unterstützung des Content Syndication aufzeigen. Dazu zählt neben der Einführung von Standards (wie z. B. dem News Industry Text Format oder der Information and Content Exchange Specification) auch die systemtechnische Unterstützung einzelner Aufgaben bei Anbieter und Nachfrager. Ein besonderer Fokus ist dabei auf die (halbautomatische) Klassifikation von Inhalten sowie die Bereitstellung für den Nachfrager (im Push- oder Pull-Modus) zu richten. Auf Basis dieser Überlegungen wird ein erstes Zwischenfazit zu den Möglichkeiten und Grenzen von Content Syndication gezogen. Ergänzend wird ein kurzer Ausblick auf Application Syndication gegeben. Application Syndication sieht vor, dem nachfragenden Unternehmen das Recht einzuräumen, in sein eigenes WWW-Angebot bzw. sein Intranet ein Anwendungssystem eines entsprechenden Anbieters einzubinden. Es ist daher als Weiterentwicklung von Content Syndication zu betrachten, befindet sich aber noch ganz überwiegend in der Erprobung
Theme
Information Resources Management

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