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2007 Mark Logic User Conference Keynote
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2007 Mark Logic User Conference Keynote


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Here are Dave Kellogg's slides from the 2007 Mark Logic user conference in San Francisco, May 15 to May 17, 2007.

Here are Dave Kellogg's slides from the 2007 Mark Logic user conference in San Francisco, May 15 to May 17, 2007.

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  • 1.  
  • 2. Mark Logic Vision and Strategy Dave Kellogg Chief Executive Officer May 15, 2007
  • 3. The Mission
    • “ Unlock content”
      • Put content into databases
      • Query it
      • Build applications on top
  • 4. The History
    • “The correct way to deal with unstructured data in an relational database is to put it in a column of type [whatever].”
      • Mike Stonebraker, Ingres, 1987
    • “Files are dead, henceforth all information will go in the database.” Larry Ellison, Oracle, 1997
    • “The correct way to deal with unstructured information is to stop trying to jam it into a database that was never designed to handle it.”
      • Dave Kellogg, Mark Logic, 2007
    * These are pseudo-quotes, not verbatim, except for Kellogg
  • 5. The Why
    • Needs to be done
      • The standard reasons for database-izing data
    • The database industry has failed
      • Content’s stubborn resistance to comply
      • Misuse / over-application of enterprise search
    • Is content funny data … or is data funny content?
    • Majority rule: 5x more content than data
  • 6. What We’ve Built
    • The world’s best place to put XML content
    • Big
      • 10s to 100s of TB and beyond
    • Fast
      • Capable of millisecond response time at scale
    • XQuery
      • Open, standard query language
    • When it comes to content …
      • It’s 1983 and we’re Oracle
  • 7. Content, Schmontent
    • Structure
      • Unstructured and semi-structured data
      • Theoretically structured but actually unstructured data
      • Time-varying structured data
    • Words
      • And all the wonderful ambiguities associated therewith
    Two dimensions of vagaries
  • 8. The Strategy
    • Bowling alley* strategy
      • Product completeness, partner selection, go-to-market efficiency
    • Head pins
      • Publishing / media
      • Federal Government
    • New prospective pins (in development)
      • Aviation, life sciences, financial services, technical content delivery, large-scale archiving
    • The end-game is a broad, horizontal platform play
      • * See Inside the Tornado by Geoffrey Moore
  • 9. A Striking Parallel
    • The value proposition for the relational database was
      • Answer any question
      • Without having to know you’d be asking it in advance
    • Today’s state of affairs with XML, RDBMS, and enterprise search
      • You can answer any just about any question
      • But you have to know in advance
      • (And your content better be quite regular and you may have to do a lot of coding)
  • 10. What Will Be
    • Two markets will emerge on top of content servers
    • Content applications enablement
      • Task- and role-aware applications
      • Web 2.0 style and features
      • What our publishing customers do
    • Content analytics
      • Advanced content analysis
      • What our government customers do
  • 11. Content Apps: Top-to-Bottom XML
    • My browser speaks XML, and my content’s in XML
    • So why I am doing all this mapping between ...
      • XML = hierarchies
      • Java = objects and classes
      • RDBMS = tables
    • Answer: you don’t have to
      • XQuery = misnamed and underpositioned
      • Full application development language
      • Transcends data and content
  • 12. The Game Changer
    • So you have the world’s best place to put XML
      • Who has XML?
      • Who wants XML?
    • What’s going to change that state of affairs?
      • Office 2007 XML
    • Everyone is going to have lots of XML
      • Large, horizontal productivity apps opportunity
  • 13. The End of One Size Fits All
    • One Size Fits All: An Idea Whose Time Has Come and Gone
    • “ The last 25 years of commercial DBMS development can be summed up in a single phrase: “One size fits all”. This phrase refers to the fact that the traditional DBMS architecture (originally designed and optimized for business data processing) has been used to support many data-centric applications with widely varying characteristics and requirements.
    • In this paper, we argue that this concept is no longer applicable to the database market, and that the commercial world will fracture into a collection of independent database engines, some of which may be unified by a common front-end parser.”
    • Stonebraker and Cetintemel
  • 14. The Rise of Special-Purpose DBMSs
    • Streams
      • Streambase, Exegy, Skyler, Coral8, Amalgamated Insight
    • Huge memory stores
      • TimesTen
    • Data warehouses
      • Greenplum, Netezza, Hyperroll, Teradata
    • Column-orientation
      • Vertica
    • XML content
      • MarkLogic
    • XML data / messages
      • Ipedo, Tamino, eXist
    Things Codd wasn’t thinking about when he invented the relational model
  • 15. Conclusion
    • Whether you came to here to solve a practical problem or change the information technology world …
    • Thanks for coming
    • It looks to be (and has been) an exciting ride
    • It’s 10 minutes past dawn on a new era of database technology
    • Forces moving the market inexorably towards content and XQuery
    • Our kids will
      • Not understand the data/content dichotomy
      • Think of SQL the way we think of COBOL
  • 16. Resources
    • Querying XML
      • Melton and Buxton
    • Mark Logic CEO blog (Dave Kellogg)
    • Discovering XQuery blog (Matt Turner)
    • XML and databases
    • Stonebraker’s “One Size Fits All” papers
  • 17.