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customers interact. If this system is overly complex or intimidating, customers will go
elsewhere. If the system is not sufficiently stringent, it will be open to abuse and content
will leak.This is a fine line which decision-makers must tread with care if the dormant
financial potential in their cultural collections is to be (legitimately) unlocked and not
Finally, it is worth bearing in mind that the material that a cultural heritage organisa-
tion places online should fulfil a variety of purposes, not least of which is encouraging
potential visitors to make the physical journey to visit the institution in person.Turning
virtual visitors into physical visitors is as important a process in the digital age as finding
new ways to use digital representations of holdings to generate income streams.
Rights Management and
Payment Technologies
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