ASIDIC Panel Presentation Dave Kellogg Mark Logic 9/10/07

Three Strategies Contextualization Content applications Content agility

Contextualization

Content applications

Content agility

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

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

Content Applications For who doing what Determine what content is needed Make / buy partner Integrate that content Lazy vs. big bang Enrich it Lazy vs. big bang Contextualize it Contextual design Application development

For who doing what

Determine what content is needed

Make / buy partner

Integrate that content

Lazy vs. big bang

Enrich it

Lazy vs. big bang

Contextualize it

Contextual design

Application development

Two 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

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

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 quickly and often”

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 quickly and often”