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Meeting the Challenges with Innovation and New Products

Unlock Content ™. Meeting the Challenges with Innovation and New Products. Matt Turner Principal Consultant Mark Logic Corporation March 24 th , 2009. Topics. What I’m seeing in publishing The right tools, the right strategy Example content applications. Today’s Publishing Challenges.

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Meeting the Challenges with Innovation and New Products

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  1. Unlock Content™ Meeting the Challenges with Innovation and New Products Matt Turner Principal Consultant Mark Logic Corporation March 24th, 2009

  2. Topics • What I’m seeing in publishing • The right tools, the right strategy • Example content applications

  3. Today’s Publishing Challenges Non-traditional competition Cost/budget/margin pressure Time to market Going narrower and deeper Rising user demands Interactivity Contextualization Community Flexible delivery Format Business model • Market and Business Uncertainty • Less growth in some sectors • Increasing losses in others

  4. Today’s Publishing Challenges Instead of

  5. Today’s Publishing Challenges Can seem more like

  6. What’s needed are… • The right tools • The right strategy • Agility to respond

  7. The right tools – start with XML • XML: the silent success • Media neutral format • Aside: real XML formats are coming to the enterprise / office document world • Microsoft Office Formats • Adobe Formats

  8. The right tools – stay with XML • My browser speaks XML, I can make most other formats from XML and my content’s in XML ... • So why I am doing all this mapping between ... • XML RDBMS  Java  XML • Answer: you don’t have to • XQuery = misnamed and underpositioned • Not just a query language, a full application development language • Transcends data and content

  9. The Right Strategy XML Content Platform Content platform reduces new app cost and speeds creation process Old Perpetual re-development and fixed costs per app App App App App App App App ●●● VS. XML Content Platform ●●● • Decide what you want to build • Gather, transform content • Build app / delivery system • See if it works • Fixed costs per application • Gather content to create a platform • Decide what you want to build • Build app / delivery system on the platform • See if it works

  10. The Right Strategy • Re-use Assets • Target and focus applications on the user • Get the community involved

  11. Asset Re-use: Oxford University Press • Create new online content products to educators, students, and researchers • Re-use previously published content • Leverages content from multiple sources across multiple product lines • Maximizes value of existing content and lowers cost to produce and deliver new products

  12. Asset Re-use: Cooking with the Bible

  13. Re-use Assets: Enabled by Meta-data • Meta data as content • Rich, extensible meta data structures • Ever increasing • Enrichment • User input • Enables re-use

  14. Asset Re-use: AuthorMapper

  15. Asset Re-use: CQ Floor Video Search through transcripts, analyze and understand word usage

  16. Meta-data for Google Book Settlement Content Publisher XML Metadata IP Mgmt Metadata & Rights Metadata & Rights & Payments DAM Payments Books Rights Registry

  17. Target Applications • Elsevier RadConsult • Embedded in task completion • CQ Legislative Impact • Provides job critical information • uToronto Scholars Portal • Puts the librarian into the interface • Always part of good asset re-use • Packaging the content for a new targeted purpose: Oxford products are tailored for scholars

  18. Get the Community Involved • Connotea • Resource sharing • (before facebook) • Elsevier Article 2.0 Invitation to design a better article

  19. Community: Business Exchange

  20. Conclusion • Publishers are facing challenges from all sides • The right tools and strategy can provide the agility needed to keep ahead of them

  21. Resources • Discovering XQuery (my blog) • http://xquery.typepad.com • Mark Logic CEO Blog • http://marklogic.blogspot.com • Article 2.0 Contest • http://article20.elsevier.com/contest/home.html • Outsell Blog • http://thinking.outsellinc.com/ • Really Strategies Blog • http://blog.reallysi.com/

  22. Thank You Matt Turner Principal Consultant Mark Logic Corporation matt.turner@marklogic.com

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