Mark Logic Vision and Strategy Dave Kellogg Chief Executive Officer May 15, 2007

The Mission “ Unlock content” Put content into databases Query it Build applications on top

“ Unlock content”

Put content into databases

Query it

Build applications on top

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

“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

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

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

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

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

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

Structure

Unstructured and semi-structured data

Theoretically structured but actually unstructured data

Time-varying structured data

Words

And all the wonderful ambiguities associated therewith

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

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

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)

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)

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

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

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

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

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

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

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 http://www.cs.brown.edu/~ugur/fits_all.pdf

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

http://www.cs.brown.edu/~ugur/fits_all.pdf

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

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

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

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

Resources Querying XML Melton and Buxton Mark Logic CEO blog (Dave Kellogg) http://marklogic.blogspot.com Discovering XQuery blog (Matt Turner) http://xquery.typepad.com XML and databases http://www.rpbourret.com/xml/xmlanddatabases.htm Stonebraker’s “One Size Fits All” papers http://www.cs.brown.edu/~ugur/fits_all.pdf http://nms.csail.mit.edu/~stavros/pubs/osfa.pdf

Querying XML

Melton and Buxton

Mark Logic CEO blog (Dave Kellogg)

http://marklogic.blogspot.com

Discovering XQuery blog (Matt Turner)

http://xquery.typepad.com

XML and databases

http://www.rpbourret.com/xml/xmlanddatabases.htm

Stonebraker’s “One Size Fits All” papers

http://www.cs.brown.edu/~ugur/fits_all.pdf

http://nms.csail.mit.edu/~stavros/pubs/osfa.pdf