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Copyright © 2007 Mark Logic Corporation Slide 1
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ASIDIC Panel Presentation
Dave Kellogg
Mark Logic
9/10/07
Copyright © 2007 Mark Logic Corporation Slide 2
Three Strategies
Contextualization
Content applications
Content agility
Copyright © 2007 Mark Logic Corporation Slide 3
Contextualization
Transition from publisher to information service provider
Are we in the railroad business or the transportation business?
Need to mix competence with vision: Penn Central airlines
The transitions are not binary
Asking the question: what do the customers actually do with the <information> with provide?
Take more responsibility
Content applications: for who doing what
Role awareness
Task awareness
Copyright © 2007 Mark Logic Corporation Slide 4
Content Applications
For who doing what
Determine what content is neededMake / buy partner
Integrate that contentLazy vs. big bang
Enrich itLazy vs. big bang
Contextualize itContextual designApplication development
Copyright © 2007 Mark Logic Corporation Slide 5
Two Content Apps Approaches
Application-led
Led by the requirements of a specific application
All-in on building that one app
Assumes
You know it will work
No need to restart / re-use / re-purposing
Infrastructure-led
Less clarity on the application; an infrastructure-centric vision
“In parallel”
Kellogg’s law: left to their own devices, engineers (and PMs) will solve for the general solution
Over-engineering, runaway projects
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Content Agility
Something in the middle
Driven by application requirements
Lazy integration, clean-up, enrichment
But with an eye towards an infrastructure vision
Content applications platform
Fixed investment in platform reduces marginal cost of applications
Enables rapid experiment
“Fail early and often”