Platformpreso siia2013v5


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The notion of platforms in business isn’t new—automakers and product makers realized the value some years ago, software developers adopted it, and most recently Amazon, Google, and Apple have built businesses around the concept. This webinar is your first step in moving from siloed product-oriented architectures to a modular approach that enables quick creation of new products on a platform of shared content, services, processes and partners. Like Wayne Gretzky, you’ll soon be “skating to where the puck is going.”

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  • Take you on a whirlwind tour of concept called platform publishingThis session is an introduction, a primer to platform publishing. It will be followed by a session in New York on June 20 that digs much deeper into the concepts I am introducing today.
  • My goal this morning is to convince you that it is worth the time and effort to architect and plan information product publishing platforms, rather than just muddling along and bolting on the latest technology. I will talk about…
  • Relatively new concept, drawn from software development and some forms of manufacturingCan’t buy itAmalgam of ideas from software development, auto manufacturing, and companies such as Google, Apple, and AmazonRequires changes in thinking and doing
  • This is the Winchester Mystery House in San Jose—it was built by Sarah Winchester who believed that as long as construction on the house continued, she would not die.Designed using nightly seances—no plans or bluprints—38 years later…
  • Tea house in Shanghai—clearly couldn’t do this without planning and architectingWhen you think about your product development infrastructure—which does it resemble?Architectures are key to understanding platform publishingSimple definition is a way of describing the components of a system, their organization, and how they interact
  • Traditional publishing has been product-centric—new publishing infrastructure and workflows are often built for each new productThat worked OK when product needs, market conditions, and technologies were not changing rapidly
  • Contrast with previous diagramComponent architecture—modularLayeredIntegratedNew product is simply an instantiation of code, content, and logic
  • Working definitionOperative words:Modular—component architectureCohesive—components work together smoothlyFuture—supports products not yet envisionedFinally, holistic thinking- systems thinking
  • Products can scale quickly to meet demandResources are shared across products and product lines, content can be repurposed and re-used in different productsTechnology can be upgraded and extended to meet new product needsWork is done iteratively with a focus on creating superior products
  • Any of these look familiar?
  • Right content to the right person at the right time and in the right format or contextCustomer engagement is the new phenom and buzzword, but it is important—the notion is to provide the right content and services throughout the customer lifecycleResponsive design, cross-platform development, HTML5
  • Content is chunked and can be used in multiple productsSupports a roadmap-driven approach to product and technology enhancement
  • Next, we’ll focus on the five pillars of platform publishing
  • Modular applications are easier to maintain, upgrade, and replaceAPIs enable applications to talk to each other—they simplify what would otherwise be complex software programmingMay have heard of JSON or RESTful APIs—those are different approaches to APIs
  • This is a simple depiction of the contrast between an old-style monolithic application and a newer, modular oneThe Old style application is brittle and resists upgradingThe modular application is more loosely coupled and easier to upgrade or replace components
  • NYT exposed (some) content through APIsNon-commercial useEncouraging community and new creative usesPetri dish for innovation, talent
  • Lumped together because they are intertwinedNot talking about XML, but it is a prerequisiteSemantic content can “work for a living”
  • CMS have evolved a lot in recent years from WCMS to CXMSThey solve a lot of heavy lifting problemsIf you have a home grown CMS or one that is a few years old, it’s worth checking out “a newer model”Sitecore, SDL Tridion, MarkLogic (via partners)
  • At the lowest level, content is dumb—not very usableAs you move up the food chain, content can be re-used and repurposedAt the top of the food chain, applications can take action based on the meaning of content
  • Scripting languages—PHP, Ruby, JavascriptFrameworks: Ruby on Rails, Railway (JS), Zoop (PHP)Several models of cloud computing—I’m focusing here on Platform as a ServicePut all three together and let developers focus on solving business problems, not build plumbing
  • Heroku is a cloud-based platform as a service offering—now oned by Salesforce.comOffers a range of languages, frameworks and developer toolsSaves from the time, cost, and effort to modernize legacy development environmentsIf you have an older, legacy development environment in place think about the time it would take to replace it, versus moving to a new cloud-based approach
  • Analytics are tools and processes that help you understand what’s working and what’s not, and how to optimize content, products, and processesAnalytics works by detecting patterns and trends buried in data and answering questions such as:Who is reading what?What devices are readers using?What ads are working or not working?How are users navigating our website?Is this content better than that content?Lots of flavors—need to focus on what you need to know in order to avoid getting overwhelmed.
  • OmnitureSiteCatalyst (now owned by Adobe) is one example of web analyticsThis is a dashboard widget that displays a variety of statistics about a blog. Analytics tools typically display information via dashboards that are tailored to the needs of specific individuals: marketing, content, technology, etc.Adobe OmnitureIBM CoremetricsWebTrendsHubSpot
  • Last pillar is both important and challengingTalent is the often overlooked soft “stuff—arguably the most important component as the best technology in the world can’t overcome poor quality content productsAgile processes and agile thinking are key to making all of this work—they are the operating system of platform publishing
  • The diagram above is somewhat simplified, but shows the growth in the skill sets needed to create modern, cutting edge information productsIt is a long list, but far from completeI think finding the diverse skill set needed for cutting edge information products is going to become a constraint for publishers
  • This slide depicts a traditional approach to product development –waterfall, as well as agile, a newer approachWaterfall doesn’t handle change very well—it seems robust and reliable, but results often fall shortAgile uses an iterative approach where products are built out in full view of stakeholders. It isn’t foolproof, but in my view a much superior way to create and enhance products
  • SpringerImages is cool because it brings together several of the elements of platform publishing.Developed custom content platform onMarkLogicin only 7 months - that allows vastcollection of text, images and video to bestored, searched and delivered to scientistsAgile platform and processes allows Springer to offer robustproducts to new audiences, allows weeklyreleases of new features, and offers analyticinsights to how peers are using the content.
  • Platformpreso siia2013v5

    1. 1. Platform Publishing: Your Ticket to a Better, Faster, Cheaper Products Future Proofing Content Product Development Marc Strohlein Principal Agile Business Logic May 1, 2013
    2. 2. Agenda • • • • • What is Platform Publishing? A Quick Look at Architectures Defining Platform Publishing The Five Pillars Implementing Platform Publishing 10/31/2013 2013 Agile Business Logic 2
    3. 3. What is Platform Publishing? • Concept, not a thing • A way of thinking about product development – Architectures and roadmaps – Shared, re-usable content and resources • A way of doing product development – Agile, iterative processes – Diverse, cross-functional talent and teams 10/31/2013 2013 Agile Business Logic 3
    4. 4. Incremental, Not Architected 10/31/2013 2013 Agile Business Logic 4
    5. 5. Planned and Architected 10/31/2013 2013 Agile Business Logic 5
    6. 6. Product-Centric Publishing Product A Product C Product N Content Process A 10/31/2013 Product B Content Process B Content Process C Content Process N 2013 Agile Business Logic 6
    7. 7. Visual Depiction of Platform Publishing Product N Product A Product B Product C Content Authoring Search/ Browse Viewing/ Analysis Collaboration Analytics Tagging/ Taxonomies Security Search Ent. Job Function Integration Tools Content Integration Layer Big Data User and Profile Data (CRM) Web Content Infrastructure Layer 10/31/2013 2013 Agile Business Logic CMS Repository Purchased Content 7
    8. 8. Platform Publishing Defined Modular, cohesive collection of hardware, software, people, and processes that provide a unified foundation for creation and delivery of content products, now and in the future and, Holistic way of thinking about product development 10/31/2013 2013 Agile Business Logic 8
    9. 9. Extending the Definition • Platform Publishing Environments are: – Scalable – Shareable and reusable – Extensible and upgradeable – Agile 10/31/2013 2013 Agile Business Logic 9
    10. 10. Why Consider Platform Publishing? Innovation Drought Mobile Device Proliferation Competitors who Work 25 x 8 New Technology Juggernaut Your Product Development Your Technology Millstone Products Late and Over Budget Rapidly Changing User Expectations Social Everything Fickle Customers 10/31/2013 2013 Agile Business Logic 10
    11. 11. How Can Platform Publishing Help? • Enable user personalization—content in context • Create a customer engagement engine • Support diverse devices and formats easily 10/31/2013 2013 Agile Business Logic 11
    12. 12. How Can Platform Publishing Help? • Leverage and re-use content • Continuously enhance products and technology • Produce better, faster, cheaper, products 10/31/2013 2013 Agile Business Logic 12
    13. 13. The Pillars of Platform Publishing • Modular architectures and APIs • Modern CMS, XML, and semantic technology (intelligent content) • Cloud-based development using scripting languages and frameworks • Analytics • Diverse talent and agile practices 10/31/2013 2013 Agile Business Logic 13
    14. 14. Modular Architectures and APIs • Modular architectures make it possible to upgrade or swap out technology more easily – No more rip and replace • APIs enable an application to access content and services from another application – Flexibility for client delivery (Mash-ups) – Glue for modular architectures 10/31/2013 2013 Agile Business Logic 14
    15. 15. Modularity Monolithic Modular Product Production and Fulfillment System 10/31/2013 2013 Agile Business Logic 15
    16. 16. API Example: NYT 10/31/2013 2013 Agile Business Logic 16
    17. 17. CMS, XML, and Semantic Tagging • Modern CMS solves many content headaches • XML enables content markup • Content markup makes content componentized and re-usable • Semantic markup makes content “intelligent” 10/31/2013 2013 Agile Business Logic 17
    18. 18. Why a Modern CMS? • Older CMS – – – – Repository Versioning Workflow Security • Modern CMS – – – – – – Component content management Targeted content marketing Responsive design for diverse targets Social media management User experience management XML, HTML5, CSS, XSLT 10/31/2013 2013 Agile Business Logic 18
    19. 19. • Semantic tagging • Key word tagging • Structure tagging • Display tagging • No tagging-unstructured 10/31/2013 Value and Power Tagging Value Hierarchy 2013 Agile Business Logic • Act upon meaning • Recommendations • Relationships and linkages “like” • Personalization • Workflow integration • Discovery/search enhancement • Identify/manage components • Display formatted • Display 19
    20. 20. Scripting Languages, Frameworks, and the Cloud • Scripting languages speed development – Faster and “lighter” • Frameworks are like prefab construction— save time and work for developers • Cloud computing reduces IT workload and helps in modernizing legacy environments 10/31/2013 2013 Agile Business Logic 20
    21. 21. Scripting Languages, Frameworks, and the Cloud 10/31/2013 2013 Agile Business Logic 21
    22. 22. Analytics: The Brains of the Outfit Usage Content Relationships Usability Web, Mobile, Social Sentiment Effectiveness Popularity 10/31/2013 2013 Agile Business Logic 22
    23. 23. Web Analytics: SiteCatalyst Widget 10/31/2013 2013 Agile Business Logic 23
    24. 24. Talent and Agile Practices • New products require new skills • Engagement is harder in “short attention span theater” • Dry content is unused content • Agile practices get to “better, faster” 10/31/2013 2013 Agile Business Logic 24
    25. 25. Diverse Talent Author Editor Layout Publisher 10/31/2013 Author Editor Layout Publisher User Interface Designer User Experience Designer Storyboard Creator Software developer Graphic designer Multimedia specialist Mobile design and development 2013 Agile Business Logic 25
    26. 26. Development Processes Old Way: Serial New Way: Iterative To This 10/31/2013 2013 Agile Business Logic 26
    27. 27. Springer and MarkLogic Agile Platform 10/31/2013 2013 Agile Business Logic 27
    28. 28. Getting to Platform Publishing • Product and technology architectures (living documents) • Think global, act local • Build new, retire old • Use road maps and agile processes • Pay attention to culture! 10/31/2013 2013 Agile Business Logic 28
    29. 29. About • Marc Strohlein, Principal, Agile Business Logic • Author, “The Energized Enterprise: How to Tap Your Organization’s Hidden Potential” Agile Business Logic is a consulting firm that helps businesses, associations, and non-profits unlock their performance potential by optimizing and aligning strategies, people, processes, and technologies. 650-766-1067 10/31/2013 2013 Agile Business Logic 29