64th IFLA General Conference

August 16 - August 21, 1998

Code Number: 126-86-E

Division Number: 0
Professional Group: Contributed Paper Session II
Joint Meeting with: -
Meeting Number: 86.
Simultaneous Interpretation: Yes

Marketing Information Technology (IT)

Products and Services Through Libraries: Malaysian
Experiences
Shahar Banun Jaafar
National Library of Malaysia
Kuala Lumpur
Malaysia

Abstract

In recent years, libraries in developing countries have taken initiatives to introduce

Information Technology (IT) products and services to add value to their services. The advent
of new technologies such as: dramatic increase of digital storage media; convergence of
telecommunication and broadcasting, the availability of wealth of information resources
accessible through the Internet and also increasing reduce cost of computers in the
marketplace, make it possible for librarians to introduce IT products and services to fulfill
information needs of their customers. Libraries should promote the use of IT as an integral
part of library services in meeting the changing information needs of the community.
Libraries must ensure that these new services are visible and meaningful to the community
they served. Connecting libraries with communities using IT products and services is vital.
The author discusses the Malaysian's government plan to transform the country into digital
nation and how libraries can play their strategic roles in making IT product and services
easily accessible to the community. Marketing IT products and services that benefit the
community at large are some of the strategies that libraries should consider in order to
improve their services in the digital era. Marketing strategies of IT products and services act
as the driving force in achieving quality library services that meet information needs of the
community. In developing marketing strategies, the author discusses the need to undertake
environmental analysis to determine market trends that have major influence in the
information needs of library customers, conduct market research before marketing programs
can be introduced, develop marketing strategies through forward marketing, internal
marketing and reverse marketing, and finally institute a monitoring and review system in
order to maintain continuous customers' satisfactions of services offered by libraries.

Paper

1. BACKGROUND AND LIBRARY DEVELOPMENT IN MALAYSIA

Malaysia is located in the heart of Southeast Asia. It consists of the Peninsular Malaysia and
the states of Sabah, Sarawak, and the Federal Territory of Labuan in the north-western coastal
area of Borneo Island. The South China Sea separates the two regions. Antiquity writers once
referred to the Peninsular Malaya as the Golden Chersonese. Malaysia has a population of
about 21 million. About 51% of Malaysian populations reside in urban area. The result of the
1996 survey of Reading Habit among Malaysian population indicates that the literacy rate of
Malaysian is 93% and that 12% of urban population have accessed to computer.

Presently there are approximately 10,000 libraries of different sizes in Malaysia. These
libraries are: the National library of Malaysia, 14 university libraries (11 public and 3
private), 112 academic libraries, 330 special libraries attached to Ministries, government
departments, private corporations, associations, 14 state public libraries with 89
branch/district libraries, 12 regional libraries, 274 village libraries and 97 mobile libraries,
and about than 8,620 school libraries. Whilst the National Library, university libraries,
academic libraries, state public libraries, and some special libraries are managed by
professional librarians, school libraries/resource centres are mended by teacher librarians or
student librarians. There are 4 library schools in Malaysia. They are at the MARA Institute of
Technology, the University of Malaya, the International Islamic University, and at the
Universiti Kebangsaan Malaysia. All library schools are giving emphasis on the study of IT
and management of IT resources.

Funding for the National Library of Malaysia, government sponsored university libraries and
school libraries/resource centres are from the Federal Government. Special libraries received
their funding either from the government or from their parent organisations. State libraries
receive their funding both from State Governments as well as from the Federal Government.
The Federal government allocates development and part of the operational budgets to state
libraries through the National Library of Malaysia. These funding are for building of new
library buildings for state and branch libraries or for renovations of library buildings,
purchasing of library furniture, equipment, mobile libraries, computer systems and buying
library materials which include IT products as well as for organising reading campaign
programs.

Since the end of 1980s, libraries in Malaysia, especially the National Library and university
libraries have build up major bibliographic databases under the MALMARC project. In the
early 1990s, some major libraries have installed their own computer systems and developed
their own databases. In 1994, JARING ILMU (knowledge network) was introduced using
Internet as a platform for linking libraries. Under the JARING ILMU project, the National
Library installed computers with Internet facilities to 14 state libraries and 35 special libraries
in the Ministries and Federal Government department libraries. Libraries that subscribe to
Internet through Mimos Bhd, which acts as Internet service centre in Malaysia, will
automatically become part of the JARING ILMU. Presently, there are about 150 libraries that
have access to Internet. JARING ILMU is the beginning of library network that allows
libraries within Malaysia to have accessed the Worldwide Webs. Internet provides
opportunities for libraries to leapfrog into a new era of information technologies. Present,
there are pockets of databases developed by different institutions, some of which can be
accessible through Internet.

2. PRODUCTS AND SERVICES

IT products refer to sources of information and knowledge contents that are available in
electronic forms such as CD-ROMs, interactive video, films, audio digital products, online
publishing, public domain and commercial online databases available through Internet and
other propriety databases available through various private network providers. In addition,
there are cable and satellite TV programs with varieties of channels that provide information
to masses. This fast development of Information Technologies has provided new possibilities
for libraries to introduce IT products and services to its customers.

Since late 1980, many libraries in Malaysia have created Online Public Access Catalogue
(OPAC). Through most libraries have their OPAC accessible at their own premises, some
have them accessible through the Internet. The National Library of Malaysia has its OPAC
accessible through Internet and its databases on Malaysian resources such as indexes to
Malaysian journals, conference proceedings and selected articles available in CD-ROM. The
National Library of Malaysia also maintains a collection of off-air recordings on various local
TV programs related to business and IT, such as the Business Trends, Cyberwaves, important
speeches by Malaysia leaders, and a number of educational programs, for researchers to refer
at their convenient times. There are also specialized databases developed by research
institutions such as the SIRIMLINIK, PALMOILIS, MASTICLINK, SITTDEC, and CIVIL
SERVICE LINK accessible either through Internet and some through private networks. Some
major local newspapers are available through the Internet through NSTP Online can only be
accessible through subscription to private network. Local software houses are beginning to
develop local software in CD-ROM though there are still small in number.

A number of libraries have subscribed to Information sources in CD-ROM. Union list of CD-
ROM in Malaysian libraries can be obtained from the National Library of Malaysia's
homepage.

Under the JARINGAN ILMU (KNOWLEDGE NETWORK), the National Library of

Malaysia, encourages libraries to create and develop databases on sources of information
pertaining to their core competencies and make these databases and sources of local
information available through their homepages. Developing homepages are another means of
promoting library services using IT.

A number of public libraries in Malaysia are developing Hypermedia Children Centers where
children can view and interact with computers for group storytelling sessions, creative
graphics and compose their /own stories using computer or learn science with its varieties
CD-ROM collections.

Libraries should market its IT products and services so that the investment made by the
government or their parent organizations will benefit the society at large, and that IT
resources are fully utilized by library users. A marketing programs for IT products and
services must be introduced. Marketing IT products and services will enhance the library
image as a knowledge resource center. Peter Drucker once stated that "the purpose of a
business is to create and keep its customers". Libraries should adopt marketing approach in
the provision of library services. The focus of the marketing programs must ensure that
library users (customers) are satisfied with IT products and services being offered. Customer
satisfaction is important for libraries as it provide the following advantages. Firstly, libraries
will continue to receive financial support from the government and public contributions.
Secondly, libraries will be able to continuously add new IT products and services that will
entice library users to come. Thirdly, by introducing IT products and services, it will create
new images for libraries as infomedia, infotainment and edutainment centers, hence creating
learning environment that are enjoyable and entertaining for library users.

3. ENVIRONMENTAL ANALYSIS

Marketing acts as a driving force in achieving quality IT products and services, and
maximizing customers' satisfactions at the lowest delivery cost. A market orientation program
that promote the use of IT products and services in libraries need to be instituted in order to
create superior values to customer by increasing benefit relative to the cost of IT products and
services. This involves undertaking a market opportunity analysis. Market opportunity
analysis refers to "a formal methodology that assesses macroenvironmental trends,
customers, competitions and distribution channels in order to focus on the needs of a market
segment". To create customer satisfactions, it requires libraries to scan market environment
that has major impact on the information needs of its present and potential customers.

In Malaysia, there are major government policies and programs that require libraries in
Malaysia to change their paradigm, to reposition their roles, to change the library's image as a
"knowledge reservoir" instead of acting as a storehouse of printed materials.

Some of the Malaysian government policies and programs that have major influences to
information needs of the Malaysian societies are:

(a) Vision 2020, which envisioned Malaysia to achieve the status of a fully developed
nation by the year 2020. The thrust of the Vision 2020 is to develop Malaysia as an
information-rich society and knowledge economy that nurture on science and
technology culture;

(b) The Multimedia Super Corridor (MSC) which is aimed to transform Malaysia into
a digital nation. The MSC, located in an area of 15km by 50km, stretching from the
new Kuala Lumpur International Airport and the new capital city of Malaysia at
Puterajaya, will be the seat of the future electronic government. MSC will be the test-
bed for R & D companies to develop multimedia contents. Multinational IT
companies is given tax incentives to set up their R & D centers in MSC. The 7 MSC
flagships include: R & D cluster; electronic government, worldwide manufacturing
web, borderless marketing center; telemedicine, smart schools and multi-purpose
card. The development of MSC has prompted other states in Malaysia to set up their
own IT or cybercity centers with multimedia information facilities as an avenue for
providing useful information to the general public at state levels.
 (a) The National Information Technology Council has launched the National
Information Technology Agenda (NITA), aims to ensure that: (i) all Malaysians will
have access to information and learning through infostructure for personal,
organizational and national advancement, (ii) information and knowledge applications
will provide the basis to further enhance must quality of work and quality of life;

(d) The Ministry of Education of Malaysia has developed strategies to introduce IT as

an integral part of the education system. Some of the IT educational programs include
the setting up of smart schools, which will start will 14 selected schools in each state
and then developed in phases to other areas. By the year 2010 all schools in Malaysia
will be smart schools. The Computer-in-Education laboratory was set up to undertake
R&D in developing software for teaching. Through the JARING PENDIDIKAN
(Education Network) project about 50 selected schools will be linked to Internet. The
Multimedia University was established to provide courses in various aspects of
multimedia developments and IT. By the year 2020, it is expected that everyone who
goes through the school systems will be computer literate and be prepared for
technologically inclined job market;

(e) The policy of paper-less administration and electronic government which

encourages the entire public sectors to introduce computer systems for daily
operations;

(f) The Malaysian Incorporated Policy, which encourages the public and the private
sectors to work together as partners in order to facilitate the economic development of
the country, which in turn will benefit each other.

Advancement of technologies such as dramatic increase of digital storage media, the

convergence of telecommunication and broadcasting, the availability of wealth of resources
accessible through internet and reducing cost of computers with multimedia and Internet
capabilities will certainly have major influenced in information needs of library users. There
are also an exponential growth rate of electronic publications either online or in CD-ROMs.
The emergence of Internet and its worldwide Webs expose libraries to the wealth of global
information resources available in major libraries and institutions worldwide. Libraries in
advanced countries are beginning to undertake digitalization projects to convert their national
in-prints into digital formats, some make them available through the Internet.

In such an environment, libraries in Malaysia cannot remain as a storehouse/museum of

printed materials but must change its function as a "reservoir of knowledge" which
continuously source our and deliver information in variety of forms, including in electronic
forms, to its users.

As Malaysians improve their standard of living and are exposed to global information sources
through various electronic media, their information behavior seeking will also change. They
begin to demand for quality services in all aspects, including library and information services.
Libraries have no choice but to introduce innovative IT products and services that cater to the
changing information needs of Malaysian society. Libraries as "reservoir of knowledge" must
market its IT products and services to its users in order to reach out to its potential users.

4. MARKET RESEARCH
Before embarking on any marketing program, it is essential for a library to conduct marketing
research in order to determine information needs of its present and potential consumers
(library users), thereby providing services that satisfy and meet their information needs.

In 1996, the government of Malaysia has commissioned a research firm to conduct a survey
on reading habit of Malaysians. The survey gave valuable information on the literacy rate, IT
literacy, and to a certain extent, provided an overview of information needs of the Malaysian
society. The results of the survey showed the following data: (i) the literacy rate of Malaysia
is 93% (compared to 85% as indicated in the 1981 survey). (ii) Only 87% of Malaysians are
practicing reading with an average of 2 books a year. (iii) About 12% of urban Malaysians
have accessed to personal computers, and out of this, 49% use computers for playing
computer games, 19% use with graphics, 15% play educational games, 31% use computers
for general knowledge, and 18% use computer for reading stored materials. The survey
shows that computer literacy is 12% among the 10-14 age group, 16% among the 25-34 age
group, 10% in the 35-44 age group, 6% among the 45-54 age group, 1% for the age group of
55 an above; (iv) Only about 29% of Malaysian use library services.

The survey indicates that computer literacy among Malaysian is still low though is
increasing, and that the use of library among Malaysians is still low. To encourage more
Malaysians to buy computers for their family, the government is giving tax rebate for family
that buys computers. There is no import tax for computer facilities. With the changing
education system toward IT-based, it is expected that by the year 2020, everyone who goes
through the school system will be computer literate. Introducing IT products and services as
an integral part of library services, accompanied by good advertisement as well as
introducing systematic user education programs will encourage library users to come to
library.

Strategic marketing requires library to maintain an information system that collect data
pertaining to library users for planning future library services throughout the country.
Information and data pertaining to changing information needs of library users compiled from
regular surveys, trends relating to subject/ topics that are frequently referred to by library
user, frequently asked reference inquiries, that reference librarians received, statistic on usage
of library resources, profile of library users registered for special services, profile of expert
groups who can be tapped for specialized information sources, directory of libraries and the
strength of their special collections and services rendered, directory of library IT vendors and
IT publishers, and their performance indicators, etc must be maintained. It is essential that
libraries constantly scan the external environment in term of economic, cultural, educational,
technological and political developments that will have major impact to library services.

5. MARKETING STRATEGIES

Information services that libraries offer must fulfill information needs of their present and
future library services. Strategic marketing requires libraries to understand their customers
changing information needs in order to provide customer-focused services. Environmental
changes that are taking place at national and international levels have and will continue to
influence information needs of the Malaysian society. In the era of information explosion
where there is wealth of information being published and transmitted through electronic
media, libraries must take proactive measures to introduce IT products and services to cater
for information needs of the society that are fast transforming toward a digital society.
Quality marketing requires an integration of 3 marketing strategies, namely: forward
marketing that focuses on customers, internal/inward marketing that focuses on staff
development, and reverse marketing whereby libraries form strategic alliances/ partnership
with IT suppliers. The integration of these 3 marketing strategies is vital for total quality
marketing of IT products and services. Libraries should develop long-term strategies to make
their visions to become part of the nation-wide digital libraries a reality. In Malaysian, plans
for developing nation-wide digital library are being undertaken by special committee at the
National Library of Malaysia. The committee comprises of representatives of librarians from
different library sectors. The digital library will include the following components: (a)
integration of all libraries and knowledge-based institutions in the country through
networking. (b) Library acts a repository of multimedia digital knowledge and information
resources. (c) Library is actively involved in the creation of local information/knowledge
digital contents. (d) Library makes its databases accessible by anyone, from any locations and
at any time. (e) Library makes available Internet facilities for the public to access WWW. (f)
Library acts as one stop knowledge and information center for the community. (g) Library
develops as infotainment, edutainment and infomedia centers. (h) Library provides distant
learning, education-on-demand and video conferencing facilities. (i) Library can provide
incubator services that allows small entrepreneurs to use library's computer systems to create
databases and web pages until such time when they are able to have their own computer
systems. (j) Library provides remote services through Interactive Online Services for
reference inquiries, request for document delivery services, and reservation. (k) Library is
actively participating in relevant listserves, online forums and video-conferencing. (l) Library
acts as center for acculturation of IT. (m) Library acts as clearinghouse for intellectual
property rights, and (n) use of smart cards among libraries.

(a) Forward Marketing

Forward marketing refers to the marketing approach that librarians undertake to meet
information needs of their customers. Hence, librarians provide values to their
customers by providing IT products and services that fulfil their information needs. In
developing a customer value strategy, libraries need to understand how the customers
can be segmented. Customers can be groups according to such criteria as professional,
education levels, etc. For example, a businessman who is involved in the export and
import of goods has different information needs compared to other professionals such
as those in the legal professions or university students.

Forward marketing of IT products and services are essential in order to attract more
Malaysian to use library facilities. IT services offer by libraries must be inviting, user
friendly and delighted to the users. Libraries need to identify their present and
potential customers (users) and their changing information needs. Identifying
customers needs and wants is not an easy task as most libraries have many customers,
each with their own set of information needs.

In the process of developing marketing strategies for IT products and services that
create customer satisfaction, a library can build a house of quality and applied the
principle of Quality Functional Deployment (QFD) technique. The QFD provides
library managers a powerful tool to close the gap between design and marketing of
new IT services in libraries, so that the design represents what library's customers
want and need. QFD will help librarians to develop and refine measures of internal
and external performances that relate directly to customer satisfaction. Five quality
service attributes of IT products and services should be considered by librarians in
providing quality services. They are: (a) Responsiveness i.e. willingness to help
library users with prompt services according to the specific time needed by the library
user. Timeliness is crucial for quality information service, as information has value to
its intended user only when it is delivered at the time when information is needed for
decision making. (b) Reliability i.e. that library users have confidence and trust that
information delivered to them are accurate and current for them to make quality
decision making. (c) Availability i.e. that IT products and services are always
available when users want to use them. IT products must be arranged systematically
so that it is easy to locate. Library users should be able to reach library services from
any locations at any time through integrated online library systems. (d) Caring i.e.
that the library staff is able to provide friendly and personalized attention to each and
every library user. Library users do not feel intimidated at the moment of truth when
they first encounter with library personnel. For specialized and personalized
information services, the library staff should be able to search, retrieve and
consolidate information, not available in library collection, from other libraries or
from the WWW, and repackage the information according to the specific users. (e)
Environmental friendly, that the library provides conducive learning environment for
its users as well as its staff. The use of IT products and services must be made easy
and user friendly so that it will not deter users from making full use of its services.
Ergonomic of IT equipment used and facilities should be given prime importance.
Continuous maintenance of computer systems should be given priority so those users
do not encounter frequent computer failure. User education programs should be
systematically planned to guide users to the wealth of resources in their subject area
of their interest. Introducing IT products and services will change the image and
reputation of the library as a place purely for study to prepare for examinations.
Changing the public perceptions of a library as a print-based learning center to IT-
based resource center is important. Innovative and creative IT products and services
will attract potential users and retain the existing users.

Librarians must formulate short-term and long-term strategic plans for the provision
of IT products and services in order to meet the changing needs of the society.
Librarians must be sensitive to the "pulse of the nation" in term of the information
needs of the society. Libraries must serve as a "thermometer that gauge the
information pulse of the people". Information needs of a society change in accordance
with the development that are taking place in the nation. National policies, strategies
and programs that are introduced to change the nation towards a digital nation will
create demands for IT products and services in libraries.

To provide equal opportunity for the urban and rural communities to have accessed to
information, IT products and services will be extended to rural libraries. Libraries in
districts and rural areas in Malaysia have the potential to become catalyst of change
by catering to the information needs of rural communities. Most libraries in district
and rural areas of Sarawak, for example, are opened at night to allow users to make
full use of the library services. In most remote areas, there is no facility for
entertainment such as cinemas, theaters, shopping arcades, etc. Libraries can act as
one-stop community information centers by introducing services, such as audiovisual
and CD-ROM workstations equipped with ready educational software. Libraries will
provide a conducive learning environment for the rural communities as libraries are
developing as edutainment and infotainment centers. Introducing new technologies to
rural libraries will bring the rural communities to the mainstream of development and
thereby making a quantum leap into a new technological era.

(b) Internal Marketing

On the others hand, the provision of quality information services is very much
influenced by the efficiency use of IT products by its users. Becoming market
oriented require libraries to develop their human resources, in order to better response
to customers needs. In the long run, market oriented should lead to better services
through the provision of superior and quality IT products and services, higher
productivity among its staff and strong customer loyalty. This involves internal or
inward marketing.

Human resources are the most valuable assets of any organization. It is the people in
the organization, who individually or collectively, contribute to the achievement of the
organization's objectives to achieve competitive edge. As an organization, a library
exists to deliver value to its customers, and this is best achieved by adapting a long-
term perspective to the development of its people for the achievement of quality
services. With experiences and proper training in IT, staff will become the most
knowledgeable asset of the library.

The provisions of quality and efficient services depend on the knowledge, skill
competencies and experiences of library staff. These require libraries to take positive
measures to develop its human resources in IT. For internal marketing, the vision and
mission libraries must be communicated to all levels of staff so that they understand
the future direction of libraries and have a shared aspiration towards realizing the
vision of library to develop as digital library. The staff must be trained in the effective
use of IT products, such as navigating the net, so that, they in turn will be able to
guide library users in the effective use of IT products and services. This will make the
work of library staff more challenging and will create a new image for librarians as IT
managers in their own rights in providing library services. Continuous training in IT is
essential as IT products have shorter life cycle and new IT products always appear in
the marketplace. As an institution that promotes independent learning, the library
should be developing as a truly learning organization, where staff are encouraged to
continuously learning and undertaking research for continuous improvement for
themselves and for the organization. Staff from different departments who have
specialize expertise relating to their works can be tapped for answering reference
inquiries and for delivering quality IT products and services. System of rewards and
recognition must be given for staff who are committed and excel in developing IT
products and for those who are able to deliver quality IT products and services.
Librarians who have expertise and experiences in providing IT services can be invited
to give talks to librarian professional meetings or forums to share their experiences. In
Malaysia, the National Library of Malaysia and the Library Association of Malaysia,
jointly organized professional talks held monthly at the National Library. The aim is
to develop and continuously expose librarians in the new technologies. The National
Library of Malaysia has computer-training laboratory that provides hands-on training
of library staff on various aspects of IT.

(b) Reverse Marketing

 The quality of IT products and services depends also on the availability of IT products
supplied by IT suppliers. To introduce innovative products and services, libraries
should be in close contact with IT suppliers, such as publishers of IT products,
software houses, computer vendors, database providers, telecommunication service
providers. IT suppliers will be able to provide information on the state-of-the-art of IT
as well as the latest IT products in the market. This is done through reverse marketing
with suppliers. Treating IT suppliers as customers and partners will mutually benefit
both libraries and IT suppliers.

For sustainable IT products and services, libraries should form strategic alliances and
partnership with IT suppliers. Establishing partnership with IT suppliers will enable
libraries to tap skills and expertise of IT suppliers. IT vendors can be invited to give
professional talks on IT to library communities and can also be invited to give talk to
seminar/talk and forum organized by libraries or Library Association of Malaysia.
This will assist in upgrading the levels of IT knowledge among staff on the latest
development of the IT. Libraries should also participate and attend IT exhibitions,
forums and talks organized by IT suppliers. Partnership with IT supplier is
encouraged under the Malaysian Incorporated Policy.

Libraries in Malaysia have benefited by working as partners with different private

sectors. As government give tax exemption to private sector that contribute to the
development of libraries in Malaysia, a number of private companies has come
forward to contribute in the development of IT in libraries. ESSO (Malaysia) Sdn.
Bhd., for example, have contributed in the setting up of Children Hypermedia Centers
at the National Library of Malaysia, the Negri Sembilan State Library, Kuala Lumpur
Memorial Library, and Trengganu School Resource Centers. ESSO has also
contributed in developing children CD-ROM, such as Malaysia Children Nursery
Rhyme and Malaysian folk stories, by working with the National Library of Malaysia
and Kuala Lumpur Memorial Library respectively. These CD-ROM are distributed
free to all public libraries. In addition, ESSO has also sponsored the National Library
of Malaysia to organize series of Computer Camp children. The National Library of
Malaysia has worked with the Golden Arches (McDonald Malaysia) and Dewan
Bahasa & Pustaka (book publishers) to produce talking books of 10 selected award-
winning titles of Malaysian books. Though the books are targeted for the visually
handicapped persons, they can also be used for those with poor reading capabilities.
This year, Microsoft (Malaysia) Sdn. Bhd. has also come forward to works with
school and public libraries for the "Community Learning Connectivity" program and
developing courseware for schools. The National Library of Malaysia, in
collaboration with the Library Association of Malaysia, organize monthly IT talks for
librarians to update their knowledge in IT by inviting computer supplier to gives talks
on various aspect on IT. Such partnerships have benefited parties, librarians and IT
suppliers.

5. MARKETING PLAN

In order to promote the use of IT products and services, libraries must develop marketing
plans to market its services. The marketing plan should include the following services:
(a) Remote Access to Library Services
Presently, libraries entertain reference and referral services received through phones,
mails, and those who come personally. With the availability of Internet, libraries can
use their homepages to advertise their services, such as, calendar of events, new IT
services, new collection of topical subject, local heritage, sales of library publications
in their homepages. Public can also access library's OPAC from homes and offices.
Libraries can introduce Online Reference Inquiry Form (ORIF) in their homepage.
Library users will be able to key in reference inquires through the ORIF or to search
libraries' databases from any locations at any time. Hence, libraries are able to provide
24-hour services. In future, such service will include online self-registration of
membership, request for reservation and extension of loans, or request for literature
search from reference sources. For referral services, libraries should be able to source
out reference inquiries not available in the collection from other libraries in the
countries or from oversea, thus making it possible that global information be
accessible to the general public. Online reference inquiries will ensure better and
faster means of delivery of information products and services.

(b) Online Community Information Services

Libraries can develop online community information services and have it in the net.
Local youth members of the Rakan Muda (Youth Friendship Group) can be trained in
the use of IT, compilation and processing of local information for the net. Public
library can organized special youth computer camp to collect local information and
develop community information center. This can be done by working closely with
local youth associations. The Online Community Information Services can include the
following information: community leaders, local community events, local sport
events, directories of public utilities and youth associations, local entertainment
centers, places of interest to tourists, local historical and cultural heritages,
publications of interest to local communities and youth, local news and community
forum. Local businesses can be invited to advertise their products and services.
Advertisement in homepages can generate income for libraries.

(c) One-stop Information Center for IT Products and Services

Libraries can be developed as a one-stop community information center for IT

services. By allowing library users to access variety of online databases available
through the Internet, users do not have to go to different places to get information.
They can navigate the WWW by themselves or with the assistance of library staff. By
integrating IT products and services with other print product will make learning more
interesting and enjoyable. Libraries therefore, are developing as an informedia and
edutaiment center. Through effective inter-library loan and document delivery
services, users will be able to obtain information or documents of their interest from
other libraries. Thus, the nation's library resources can be made available to any
library, thereby realizing the system of national availability of information for the
benefit of the society.

(d) Packaging of Information

For personalized services, library staff should be able to response to request for
literature search on specific information. Such literature search will include:
compilation or bibliographies on selected topics of interest to specific user needs;
compilation of addresses for contact; compilation of data, statistic and fact related
business; compilation of profile on business products, country profile for potential
market; developing metadata on relevant websites, creating hyperlink of relevant
websites to cater for special user needs, etc. The library staff should be able to search
for such information from different sources either from available reference sources or
from the Internet, and repackage that specific information in according to specific
individual request, thus providing value-added services. Packaging of information
tailored toward specific information needs is a mean of providing personalized
services to users. Such services can be charged accordingly. For continuous
improvement of such services, libraries should devise a feedback mechanism to
determine the levels of satisfaction of services rendered.

(c) Hyperlinks with Specialized Information Services

Libraries can introduce specialized information services to specialize user groups for
nominal fees. For this service, library will maintain a database on User Profile for
users that register under this program. The database will include information about
their specific subject interests. Librarian will make regular scanning on relevant
databases and websites as well as from latest journal publications that matches the
interest of registered users. Information from various sources that match users'
interests are consolidated and repackaged in a systematic way in accordance to
specific user' needs. By doing so, registered members are always exposed to latest
information relating to their subject interests. Current awareness services on
information of users' subject interest will be delivered at regular interval. Feedback
mechanism should be instituted in order to monitor the effectiveness of library
services.

(d) Incubator and Secretarial Services

Incubator service is a special service given to researchers, small-scale entrepreneurs

or publishers that do not have computer facilities. They can make use of computer
facilities in libraries to produce their project papers or to advertise their new products
in the Internet available at the library. Libraries can also provide computer spaces for
small business firms to create database or homepages until such time they have their
own computer systems. These services can be a form of income generating for
libraries. Secretarial services can also be introduced so that user can do fast binding
for their project papers.

(e) User Education programs

Systematic user education programs on the use of IT can be introduced in order to

ensure that library users be able to fully utilize IT products and services available in
the library. User education programs can be targeted to different market segments of
library users as different groups have different information needs. By introducing
such services, a library is able to retain its existing library users and to recruit new
library users. The program will include basic information handling skills, use of
varieties of library resources including IT products, literature search by navigating the
Internet, search strategies for different information resources, use of reference
sources, compilation of bibliographies and information packaging, etc. Guides to
information search from the Internet should be developed and made available to
 library users In future, Online User Education Program can be considered and made
available through library Homepage and the Library's Kiosk.

(f) Forums and Seminars on IT

By working with IT suppliers as partners, a library can organize regular forums and
seminars on various IT related topics. Such forums and seminars will be opened to
library users as well as staff from other libraries. By doing this, users and library
professional will benefit and gain new knowledge on the latest development on IT.
Publishers can also launched their newly published books on IT or IT products at the
library. This form of reverse marketing will benefit both the staff of the library as well
as the IT suppliers.

(i) Consultancy/ Advisory Services

A library can also provide consultancy and advisory services in the setting up or
upgrading library services for IT companies and other private sectors. This is a form
of reverse marketing to library suppliers as well as forward marketing to potential
corporate customers. A special committee at the National Library of Malaysia is
developing standards and guidelines on for the setting up of digital library that can be
used as a guide for those institutions that intend to set up library services.

6. PROMOTION AND ADVERTISEMENT

For effective marketing of IT products and services, libraries must promote its services
through various form of advertisements so that library users are aware of new services being
offers. A systematic and organized marketing plan will raise the library image as innovative
library rather than as storehouse of printed materials. The library will gain higher status and
recognition from stakeholders for funding. Promotion of its IT products and services can be
made through the following means:

(a) Production of Brochures and Posters

The library should come up with attractive and innovative brochures, leaflets and
posters, which advertise its IT services and resources. Leaflets on Guide to the library
and its special collections, Guide to the library databases, Guide on navigating the
net, Reading List on IT, etc can be made easily available to the library users. Such
brochures and leaflets should be distributed to all new members, as well as to schools,
universities and institutes of higher learning, corporations, business enterprises,
libraries, etc. Such advertisement will inform potential users the new role of library as
center for acculturation of IT. Posters by IT suppliers and their major events such as
IT conferences can also be displayed at the library's Bulletin Board.

(b) Campaign to Business Corporations

Libraries in Malaysia are making efforts to campaign its services to Business

Corporations by encouraging their staff to give talks on IT products and services to
Business Corporations and to participate in their seminars, forums and exhibitions.
This will make private corporations understand the new roles of libraries.
 (c) Library Tours

Guided library tours for new registered members as well as those interested in the
library services is another means of promoting library services. By doing so users will
be able to ask questions and to find out more about new libraries' roles, functions, IT
products and services on the libraries.

(g) Library and Information Month

Organizing Library Month is a way of promoting and advertising its products,

activities and services. August has been declared as the national Reading Month for
Malaysia. During the month, the library can focus a theme, which will highlight
certain aspects of IT. IT suppliers can also be invited to participate in this festive
month. During this period, various activities will be held at the library such as IT
exhibition, special library tours (open house), launching of some IT products, Quiz on
IT with attractive prizes can be introduced. Computer Camp for youth and children
can be organized and prizes will be given for those who produce innovative IT
products.

(h) Advertisement in Newspapers, Business Magazine, TV and Radio

The library should advertise its services in the newspaper, magazine, TV and radio.
Staff should be encouraged to write articles related to new library services to be
published in professional journals, popular magazines and newspapers. Librarians can
appear on Radio and TV highlighting the new library roles on IT services for the
community.

(i) Participate in the Trade or Business Exhibition

Exhibition is one of the ways to attraction attention publicizing services of the library.
The library should organize regular exhibition, which focus on different aspects of IT
with different target audience in mind. The library should open its door for IT vendors
to exhibit its products and services at its Exhibition Hall. At the same time, the library
staff should participate in the Book Exhibition Trade Fair and IT Exhibition.

7. MONITORING AND REVIEW

The library should institute a monitoring system when new library services being introduced.
Monitoring system is designed to measure the effectiveness of IT resource being used and the
reaction of library users as well as to assess the effectiveness of the marketing strategy to
promote IT products and services. As IT products have shorter life cycle, librarians need to
monitor its use and the extent that the new IT services being introduced sustain the interest of
library users. Innovative and creative ways of marketing IT products and services must be
considered.

It is also essential to monitor changes that continue to take place in the external environment
and in the IT marketplaces as these changes may lead to changes being taken in the process.
Introduction of IT means changing new ways of doing things, and may have profound effect
upon the culture and social structures of libraries. The possibilities of library users accessing
OPAC from remote places and made request for reservation, loans, and even membership
registration online can alter the library's boundary with the external environment by changing
its relationship with its users, book suppliers, and other libraries as well as opening its
resources to the global community. All these should be closely monitored to avoid conflict
among staff.

The review process involves feedback from staffs involves in the change process, feedback
for the library users as well as library suppliers. Data collected as the result of monitoring and
reviewing the IT services is analyzed and conclusion is drawn about the effectiveness of the
marketing strategy. The information is used to shift the strategy toward a more effective
direction. Non-productive services and facilities should be phased out and reexamined to
determine the reasons for its failure. Efforts and resources should be redirected and focused
an area where demand is greater. Complaints and failures should be addressed and problems
dealt with.

Benchmarking with other libraries to measure and to compare its service performances with
other libraries/ information centers is also important. Having an information system enable
librarians to make quality decision making in introducing innovative IT products and
services.

8. CONCLUSION

In the digital era, IT products and services must be made as an integral part of library
services. Libraries that have introduced IT services should promote its use to the society.
Libraries must have marketing strategies to connect libraries and communities through IT and
services. Marketing strategies of IT products and services act as a driving force in achieving
quality library services that meet information needs of the community. For quality marketing
of IT products and services, it requires an integration of three marketing strategies, namely:
forward marketing, internal marketing and reverse marketing.

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