Taking ISLI Standard Application as an Opportunity to Promote Transformation and Upgrade -- Application of ISLI Standard in Jinan University Press(JNU Press) 
Taking ISLI Standard Application as an Opportunity to Promote Transformation and Upgrade -- Application of ISLI Standard in Jinan University Press(JNU Press)
2018-07-04
1. Foreword
 
In May 2015, International Organization for Standardization (ISO) officially published ISO 17316:2015 Information and Documentation -- International Standard Link Identifier (hereinafter referred to as "ISLI international standard"), the ISLI identifies links of objects in the context of traditional media and Internet, and can be applied in integration of content resources.
 To quicken the application and implementation of ISLI international standard in China, ISLI National Standard was officially published in September 2016 and would be implemented from then on. State Administration of Press, Publication, Radio, Film and Television of the People's Republic of China (SAPPRFT) issued Notice about Implementation of ISLI National Standardin January 2017, the Notice specified the work requirements and concrete tasks of ISLI National Standard implementation, application and promotion. Administration of Press, Publication, Radio, Film and Television of Guangdong Province paid much attention tothe Notice and released Forwarding Notice about Implementation of ISLI National Standard from SAPPRFT in May 2017, and issued Notice on Conducting the Pilot Work of ISLI National Standard Implementation and Application, the Notice stipulated the idea of "pioneering-demonstration-promotion" and the action to select pilot units of application.
With characteristic content resources and solid foundation in informationization building,  JNU Press is a comprehensive university press and small and medium-sized publishing institution which specializes in publishing books of overseas Chinese, Chinese education and Chinese textbooks, traditional culture readers. After selected as pilot unit of application, JNU Press conducted profound exploitation in system assembly, resources management, process integration and product-making.


2. Status of ISLI Standard Implementation and Application
 
2.1 Core value of ISLI Standard

ISLI is the 11th international standard published by ISO in the field of information and documentation. Ten standards published before like ISBN, ISSN and ISRC have been applied widely in journalism and publishing industry in China. Seen from the identified objects, the sphere of application of afore-mentioned identifiers are distinguished by property of contents and carrier (media) forms, they can identify a fixed object, for instance a book, a periodical, a piece of music, a video.
ISLI, different from the above-mentioned standards, doesn't identify a single object, but identifies links of different objects. Integration of content, channel, carrier and industry can be achieved via link, which is a major breakthrough in the field of information and documentation. The core attribute "link" imparts openness and universality to ISLI, and can be applied in every phase of traditional publishing and digital publishing. Based on this, to develop technical application or integrate with other standards, which will effectively resolve the problems long troubles the publishing institutions in resource integration, data analysis and copyright protection. For instance, ISTC/ISBN+ISRC can be applicable to audio books, ISLI+ISNI+DCI (Digital Copyright Identifier) can build a system in copyright confirmation, management, tracking and tracing. Thus, to build a coding management system for resources, which will pave the way for the construction and application of big data system in journalism and publishing industry.
 
2.2 Status of ISLI Standard Implementation, Application and Promotion
 
The application and promotion in China is led by former SAPPRFT, industry association, registration centre and technical enterprise make joint efforts. China ISLI Registration Centre was established to provide registration, management and basic services on administrative level. On industry promotion level, it's now in guiding and promotion phase, China ISLI Registration Centre had carried out the work of application institution registration, some provinces and cities had been selected as pilot units in implementation. By the end of 2016, the achievement for ISLI standard application was mainly in R&D of underlying registration system and relevant application standard, the R&D of ISLI applied in knowledge service and digital education, releasing or circulation field have been launched.
Former General Administration of Press and Publication has started a project on the application of ISLI standard in knowledge service, i.e. ISLI/KLS (Knowledge Linking Service), ISLI/KLS industrialization application system has been formed, the application scope includes "E Knowledge" knowledge base in Publishing House of Electronics Industry (PHEI) and "i Construction" knowledge base in China Architecture & Building Press. The major form of ISLI standard applied in digital education is MPR publication. As of December 31, 2016, over 4000 MPR publications have been registered on ISLI/MPR publishing business platform. According to incomplete statistics, as of April 2017, the accumulative fixed price for MPR products (reading devices not included) amounted to 1.8 billion. China Children's Press & Publication Group (CCPPG), Beijing Language and Culture University Press and Foreign Language Education Company of Jilin Publishing Group have formed unique business model in children's readers and Teaching Chinese as a Foreign Language (TCFL) respectively. The products of ISLI/MPR standard application has set up brand effect. In addition, research program on Augmented Reality (AR) technology applied in publishing industry and standard of Augmented Reality (AR) technology applied in publishing industry, which are combined with ISCI, are being promoted smoothly.
To conclude, the promotion approach of ISLI standard application before 2017 targeted at products or concrete output, the participating publishing institutions were mainly large publishing groups or presses, the products were extended or expanded from previous digital publishing. On the one hand, the products from this model have set a good example, which would provide an effective route for ISLI standard industry application, but the reusability was weak, on the other hand, standard implementation focused on product development, which made the publishing institutions neglect the fundamentality and popularity -- origin of standard implementation -- objectively, and unable to know the long-term benefits of ISLI standard implementation in resources integration, channel management and control, market analysis and copyright protection for traditional publishing institutions.
 
3. ISLI Standard Implementation and Application Demand of Small and Medium-sized University Press
According to Status of Journalism and Publishing Industry of China in 2016, there are 584 presses in China (33 affiliated presses included), and about 110 university presses among them, small and medium-sized presses account for the majority.
 
3.1 Difficulty of Digitized Transformation for Small and Medium-sized University Press
 
Limited by product form and output value, small and medium-sized university presses meet much difficulty indigitized transformation and upgrade, such as, limited integration extent of technology and business, restricted resources integration, data analysis and sharing ability, separate informationization system construction, weak overall planning and overlapping construction.
 
 3.2 Key Values of Applying ISLI Standard for Small and Medium-sized University Press
 
The digitized transformation and upgrade for small and medium-sized university presses relies mainly on projects currently, usually they transform and utilize some stock resources, verify the extendibility of the channel of project and adopt them in the new projects. High investment, but low output, the project can't cover complete publishing business under this model. Small and medium-sized university presses can't solve the resources, channel and management problems by themselves.
Content-assets management needs standard and norm, and increment of them demands technical support in small and medium-sized presses. This is right the primary problem the application of ISLI standard will solve for the publishers. To embed ISLI identification mark and link with MPR codes make paper book integrate with digital contents, which can provide a low-cost approach for paper-to-digital conversion in the publishing house. The presses don't need to invest in platform and terminal construction additionally, every publishing is one resources aggregation, one publication can form one platform by itself, meanwhile, they will provide resource and knowledge services for the readers directly.
The advantage of applying ISLI standard for content-resources management and control lies in channel operation and data management. ISLI standard identifies links of different target objects from one source by underlying identification, these objects includes right-holders of each party in the industry chain. If the industry chain application of ISLI standard can be realized, the publishing units, authors, network operators and consumers can be positioned clearly, which will improve the cooperation status -- channel predominates, while the publishers are passive -- in the press. ISLI can also reflect edition, publishing, and sale information of the publication, the user data of the identified content-resources can be sent to press directly, and then the closed loop of information content production and circulation can be formed.
To revitalize the stock resources, accumulate newly-added resources, fast produce compound publication and circulate information data, small and medium-sized presses will effectively lift their adaptability in transformation and upgrade, avoid the unsustained development resulting from limitation of production factors and enhance their competitiveness in new types of business.
 
4. Implementation and Application of ISLI Standard
 
4.1 Sense First and Top-level Design
 
Based on the analysis of the value of ISLI standard application and combining the status in the press, JNU Press confirmed the idea of 'standard implementation + product-making + process integration', and took ISLI standard application as a key to digitized transformation and upgrade in the upcoming period, laid foundation of resource construction, system application and process management, which would make preparation for the industrialized technology application. While the value and positioning of ISLI standard implementation was well-defined, JNU Press hold some seminars to carry out propaganda and research, and invited technical company to conduct training and on-site demonstration, unified recognition was formed in the press and initiative was motivated on the editors, thus a good atmosphere of implementation was created.
For the concrete planning part, head of the press considered from an overall perspective, and made general plan, timing of system deployment, implementation demand and management guarantee system. JNU Press established special leading group and made clear on work: all new book (reprint and second edition included) need to apply ISLI identification mark, standard and process integration shall be realized, stock resources shall be developed and utilized, compound publication shall be planned.
 
4.2 Take the Lead in Launching and Deploying
 
JNU Press completed ISLI application unit registration in May, 2017, and took the lead in signing application agreement with Shenzhen MPR Technology Co., Ltd. In the same year, JNU Press assembled and deployed ISLI integrated technology system (root-content server), and gradually enhanced the integration of ISLI standard with its link technology and book production process. Putonghua Testing Course (third edition) waspublished during this period, which was the first book to embed ISLI identifier and apply MPR chain code (linked with audio resources) since ISLI standard was promoted and piloted nationwide.
 
4.3 Department Coordination, Process Integration
 
To guarantee the long-term and stable operation of standard system, JNU Press operated every software system at maximum limit on the basis of no breaking the old process and regulation. With the help of relevant rule and regulation, JNU Press reshaped contribution-soliciting, audit and quality inspection, for instance, the idea of MPR book production was blended into contribution-soliciting, the sense of developing multimedia resources was strengthened, the review of multimedia resources was strengthened in audit and quality inspection, the proofreading of identifier, chain code and relevant data was added in quality control.
 
4.4 Taking ISLI Standard Application Seriously
 
JNU Press has applied ISLI identification mark for 166 publications (reprint and second edition included), 149 publications were officially issued (84 new books, 3 reprint editions, 62 second editions), ISLI standard application ratio reached 100%. 131 ISLI e-books were published on Panmedia Reader (84 new books, 3 reprint editions, 44 second editions). 8 MPR publications including Putonghua Testing Course (third edition) andZhonghua Caiyi Series were made and published. The production process integrated with ISLI standard operated effectively and smoothly. Generally, editors in the press have good cognition for ISLI standard application, and their enthusiasm over planning and publishing of MPR books are high.


5. Experience and Advice on ISLI Standard Implementation and Promotion
 
 5.1 Experience
 
In the context of assembly and general popularization, small and medium-sized university presses are apt to implement ISLI standard in resources management and production at the current period. The key factors JNU Press can successfully promote are that they have good teamwork and systematic management.
Competent editors, high-level management team and seasoned sales team are all factors which will effectively lift the quality and efficiency of ISLI standard implementation. The practioners of traditional publishing including planning editor, editor, proofreader and marketing staff shall adapt themselves and improve in business and application skills. JNU Press attached much importance to the enhancement of standardization and systematic sense in business and informationization management staff in the course of informationization-building, the lifting of  systematic operation and process management standard were also paid attention to. The press put ISLI standard implementation at the key and primary position, and attached importance to sort-out of processes, link-up of steps, normativeness of operation and control of details, the process integration was truly realized and the aggregation of content-resources was gradually gotten, ultimately, JNU Press could cultivate digital products soundly and in order.
 
5.2 Advice
 
Firstly, the administrative department shall strengthen coordination, and quicken the assembly and general popularization. ISLI standard has high application value in policy services, industry management, enterprise development, market service, and its application scope is open, the pursuit of different development possibility relies on the congregation of information data from the whole industry. Technical application research focusing on the leading enterprises can be treated as pilot project, which shall make concentrated investment have high output. The general popularization work focusing on the majority of the enterprises in the publishing industry shall be consolidated. Only by realizing the assembly of standard application system and its link softwares in the whole industry and more ISLI products reach the readers can big data of the industry be formed and market vitality be motivated.
Secondly, the research work of ISLI standard system and its link technology shall be perfected with the coordination of different parties. The data exchange of ISLI standard with ISBN/ISRCand CNONIX shall be promoted, and ISLI standard shall be effectively linked up to the existing ERP system, CMS system and knowledge resources library in the publishing house. To form user interaction, distribution channel shall be gotten through and ISLI products shall be put into the market quickly.
 
6. Conclusion
 
In the background of "Internet plus", cross-border integration is the main characteristic of the times, for the traditional publishing enterprises, the key to digitized transformation and upgrade is to construct scientific and rational all-media integration standard system. The implementation and application of ISLI standard has great and far-reaching significance to the sort-out of new industry chain relations and building of sustainable industry chain. The small and medium-sized university presses, which are at a disadvantage in transformation and upgrade and have no competitiveness in the research of developing industry-level technical application, shall conduct the work of ISLI standard system assembly earnestly, taking this as an opportunity, they will have the chance to get more development space in the new round of industry upgrade.


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