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Presented at the 2008 O'Reilly Tools of Change for Publishing Conference (http://toc.oreilly.com)
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Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 1
Unlock Content™
XML Content Platforms: Driving Agility in Publishing
John Kreisa – Director of Product Marketing2/12/08
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 2
Topics
What do we mean by agility?Why is agility important?How do XML content platforms drive agility?ExamplesSummary
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 3
What is Agility?
agile• adjective 1 able to move quickly and easily.
2 quick-witted or shrewd.
— DERIVATIVES agilely adverb agility noun. — ORIGIN Latin agilis, from agere ‘do’
Source: Oxford English DictionaryYou have to respect 20 volumes, and a $995 price (even on Amazon)
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 4
What is Content Agility?
Load content as-isProcess and transform contentLeverage the structure (or lack of) in contentQuery and analyze contentDeliver to multiple formats easilyQuickly create syndicated servicesRapidly prototype new productsEnable dynamic publishing
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 5
Topics
What do we mean by agility?Why is agility important?How do XML content platforms drive agility?ExamplesSummary
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 6
Today’s Content Challenges
Information packagingContent from different sourcesRepurposing content to createnew productsMaking content findable
User demand for interactivityPersonalization, user generated content, mash-upsTask-based interfaces ! content in context
Flexible deliveryMultiple output formats and access devicesAllowing “consumption” via various business models
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 7
IT Departments Need Agility
How will content be packaged?How will you slice it?How easy is it to integrate new content?How can you enable user interaction with content?How many different structures will you have?How will it be distributed?How quickly can applications be developed?What will be the next disruptive technology?
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 8
Business Needs Agility
How will users consume your content? What will the partner relationships be?Who will acquire who?Will you differentiate on business model? Will you differentiate on how you offer content to your users?Competition is nimble and fast – you need to be agile!Competition has flexible business models
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 9
Users Want Agility
People are a key part of contentCreating new content (cell phone novels!)
Enhancing content Interacting with contentSocializing aroundcontent
Content the way they want it
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 10
The Agility Imperative
“Success in 2008 and beyond lies in publishers transforming into highly adaptive, agile solutions providers, with the new agile mindset and processes essential to meet the need for speed in today’s environment.
Becoming agile is a must for publishers to achieve and maintain velocity in an industry undergoing such rapid change.”
Information Industry Outlook, 2008October 3, 2007
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 11
Topics
What do we mean by agility?Why is agility important?How do XML content platforms drive agility?ExamplesSummary
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 12
MarkLogic Server
XML repositoryStore content & retrieveManipulate and enrich content
Powerful search featuresFull-textSemi-structured (XML)
XQuery application languageNatively understands XMLNo impedance mis-match
Platform for information productsBuild and deploy applications
MarkLogic Server is the industry's leading XML content platformMarkLogic Server is the industry's leading XML content platform
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 13
Multi-grained Access to Information
Does this table interest you?
Perhaps this list?
These paragraphs (you’ll make the list)?
Or, take the whole section?
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 14
Fully Leverage Your Content
News Article Book Research Report
Journal Article Product Sheet Operations Manual
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 15
Multi-grained Re-use
Content can be dynamically accessed, assembled and
delivered for a specific audience or purpose.
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 16
A New Paradigm for Content
Content Platform
Content platform reduces new app cost and speeds creation process
Content platform reduces new app cost and speeds creation process
App
OLD
VS.
App App
NEW
App
Decide what you want to buildGather, transform contentBuild app / delivery systemSee if it works
Gather contentCreate platform for product creationDecide what you want to buildDeliver appson top of the platformMake it better
fixed costs per app
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 17
Topics
What do we mean by agility?Why is agility important?How do XML content platforms drive agility?ExamplesSummary
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 18
How We Make Our Customers Agile?
Powering . . .
Search applicationsCustom publishingDigital asset distributionOnline content deliveryContent assembly
MarkLogic accelerates the creation of information products
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 19
Agility Through XML
Embracing XMLCorporate initiative to leverage investment in XMLDeliver richer interaction with content to usersCreate business models to reach new markets
Working to deliver articles in contextExplore how enriching traditional search and display of journal articles could change their business and serve members.
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 20
Agility Through Centralized Content
Creating a single centralize repository for all XML content
Leveraging the power of XQuery to develop applications
Providing better operating efficiency, security, and opportunity to develop a more powerful services layer
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 21
Content Agility Through Search
McGraw-Hill Education - Digital Asset Library
Designed to help archivists, editors, and authors find previously published content using metadata and full text searches.
This library will reduce content acquisition and creation costs,accelerating time to market in a very competitive environment.
Books, ArticlesBooks, Articles
New Products
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 22
User Agility Through Rich Interfaces
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 23
User Agility Through Rich Interfaces (2)
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 24
User Agility Through Rich Interfaces (3)
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 25
Agility Through Analytics
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 26
Agility Through Applications
RadConsult - Diagnostic decision support for Radiologist at point of work
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 27
Agility to Deliver Personalized Custom Publishing
O’Reilly SafariU: Custom Publishing Application
Over 20 publishersGranular access and assemblyDynamic table of contents and indexPrinted, bound and shipped to university book store in 7 days
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 28
IP Mgmt
Syndication Server
DAM(metadata +
content)
Web Services
Loader
Admin interface (search, load, etc.)
Other partners
Search,Get Catalog,Get TOC,Look inside book,Etc.
Agile Delivery of Content
Syndication Server
System to store, manage and distribute content
Copyright © 2008 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 29
Summary
Content agility drives organizational agilityIT flexibilityBusiness flexibilityUser flexibility
XML content platforms provide the capabilities for content agilitySearch applicationsCustom publishingDigital asset distributionOnline content deliveryContent assembly