The Future of XML Publishing -- How XML Is Changing the Way We Do Business Today

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XML has changed the way organizations do business, but the changes aren't finished yet. Coming down the line are structured blogs and syndication of structured content. Learn where XML publishing is going and the impact on content creation, management and delivery.

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  • The Future of XML Publishing -- How XML Is Changing the Way We Do Business Today

    1. 1. The Future of XML Publishing: Web 2.0 = Internet 3.0 STC Salim Ismail May 2007
    2. 2. Overview <ul><li>Syndication (Internet 3.0) </li></ul><ul><li>Definition </li></ul><ul><li>examples </li></ul><ul><li>technology underpinning </li></ul>Consumer Enterprise Hidden Web Event-Driven Web 2.0 = Internet 3.0 Business Models
    3. 3. Syndication <ul><li>The voluntary dissemination of </li></ul><ul><li>data to anyone who wants it </li></ul>Consumer Enterprise Blogs Intranet updates RSS and ATOM Feeds ERP Reporting Systems Wikis CMS UGC XML Publishing Systems
    4. 4. What is Web 2.0 <ul><li>According to Tim O’Reilly…. </li></ul>
    5. 5. Other Web 2.0 Descriptors <ul><li>Services vs. data </li></ul><ul><li>UGC (User Generated Content).. e.g. blogs </li></ul><ul><li>Manipulate and ‘use’ data, not just presentation </li></ul><ul><li>Low latency (real time) </li></ul><ul><li>Data aggregation </li></ul><ul><li>Social Networking </li></ul><ul><li>Examples </li></ul><ul><ul><li>Flickr, Buzznet, Dabble </li></ul></ul><ul><ul><li>Wordpress, Typepad, Drupal </li></ul></ul><ul><ul><li>Eventful, Upcoming, Edgeio </li></ul></ul><ul><ul><li>YouTube, MySpace, FaceBook </li></ul></ul>Web 2.0: Consumer to Consumer
    6. 6. Web 2.0 Tag Cloud
    7. 7. Web 2.0 – Was led by Blogs <ul><li>Blogs exploding in use </li></ul><ul><ul><li>With the rise of the web in the 90s, we had millions of readers, but relatively few publishers (e.g. CNN, CNet) </li></ul></ul><ul><ul><li>Now, due to the ease of publishing with blogs, we now also have millions of publishers </li></ul></ul><ul><ul><ul><li>1m in 01/04, 10m in 01/05 and over 100m today </li></ul></ul></ul><ul><li>A Syndication ecosystem has evolved </li></ul><ul><ul><li>Ping servers, ping aggregators and blogging platforms all collaborate to disseminate RSS and Atom updates </li></ul></ul><ul><li>Blogs now being ‘overtaken’ </li></ul><ul><ul><li>MySpace, FaceBook, Bebo, etc… </li></ul></ul>
    8. 9. Overview <ul><li>Syndication (Internet 3.0) </li></ul><ul><li>Definition </li></ul><ul><li>examples </li></ul><ul><li>technology underpinning </li></ul>Consumer Enterprise Business Models
    9. 10. Web 2.0 = Internet 3.0™ We are increasingly watching… Messaging Request Response Publish Subscribe What’s your email address? Sending What’s your Website? Searching What’s your Feed? Watching Information Exchange Patterns Evolution of the Internet 80s Email 90s Web Browser 00s RSS Aggregator
    10. 11. Watching vs. Searching “ I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSub are more useful to me than Google.” Syndication facilitates ‘watching’ Watching is different from Searching Jonathan Schwartz, CEO, SUN
    11. 12. Example - Search <ul><li>Relevant </li></ul><ul><li>Immediate </li></ul><ul><li>Material </li></ul>Tell me whenever X happens Prospective vs. Retrospective Watching Listening Coverage Age Archives Retrospective Search (Google/Yahoo) Prospective Search
    12. 13. Overview <ul><li>Syndication (Internet 3.0) </li></ul><ul><li>Definition </li></ul><ul><li>examples </li></ul><ul><li>technology underpinning </li></ul>Consumer Enterprise Business Models
    13. 14. Blogs geared for text/HTML <ul><li>RSS is used as a wrapper for text and a syndication mechanism </li></ul><ul><ul><li>Atom is another, more evolved syndication spec </li></ul></ul><ul><li>A typical blog </li></ul><ul><li>post today </li></ul><ul><li>contains an </li></ul><ul><li>opinion or </li></ul><ul><li>specific </li></ul><ul><li>Information </li></ul><ul><li>(in text) </li></ul>
    14. 15. Syndication is enabling UGC <ul><li>Rather than just saying “I liked that book”, a form is filled out with fields for the title, rating, etc </li></ul>Publish structured data www.structuredblogging.org
    15. 16. The Internet is largely ‘hidden’ data <ul><li>Unstructured information (Visible Web) </li></ul><ul><ul><li>HTML and text oriented </li></ul></ul><ul><ul><li>Search-engine crawlable </li></ul></ul><ul><ul><li>Difficult to analyze </li></ul></ul><ul><li>Structured information (Hidden Web) </li></ul><ul><ul><li>XML, structured information (auctions, tickets, cars, jobs) </li></ul></ul><ul><ul><li>Lives mostly in walled gardens (eBay, Monster…) </li></ul></ul><ul><ul><li>Not easily available to search engines </li></ul></ul><ul><ul><li>Much of that can be syndicated </li></ul></ul>The hidden Web is 400-500x larger than the visible one VISIBLE WEB HIDDEN WEB Source: Crawling the Hidden Web Sriram Raghavan, Hector Garcia-Molina
    16. 17. Implications of Syndication <ul><li>Before </li></ul><ul><li>User fills form site stores data users search site </li></ul>
    17. 18. Implications of Syndication <ul><li>After </li></ul><ul><li>User fills form (publish) data is syndicated users get updates </li></ul>Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0
    18. 20. Aggregators Blogs RSS Readers RSS Feeds Closed Syndication or Branding Browsers Web Pages Search Engines Internet Information Flows Open Syndication or Branding Pings Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Garden DBs
    19. 21. Business Models – Internet 3.0 Publish (syndicate) Blogs Photos Video CGM Subscribe RSS readers Cell phones Web Clients Aggregate Search Engines Social Networks Vertical Search Tagging Aggregators
    20. 22. Blogs Aggregators RSS Feeds Browsers Web Pages Search Engines Newsgator Bloglines NetVibes Firefox / Flock SixApart Edgeio Blogger WordPress eBay Monster AutoTrader TechCrunch CraigsList Internet Explorer Y!360 Internet Information Flows Closed Syndication or Branding Yahoo! Google AOL Microsoft Pings Open Syndication or Branding Technorati IceRocket Weblogs.com Ping-O-Matic Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0 Walled Gardens
    21. 23. Internet Information Flows PublishStuff L.I.T Confabb Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process Web 2.0 Web 1.0
    22. 24. And The UX? <ul><li>Low latency </li></ul><ul><li>Superior UI </li></ul><ul><li>User participation </li></ul><ul><li>……. </li></ul><ul><li>User-centric </li></ul>
    23. 25. Overview <ul><li>Syndication (Internet 3.0) </li></ul><ul><li>Definition </li></ul><ul><li>examples </li></ul><ul><li>technology underpinning </li></ul>Consumer Enterprise Business Models
    24. 26. In Enterprises…. <ul><li>Blogs currently being used in two ways: </li></ul><ul><ul><li>Knowledge Management inside the firewall </li></ul></ul><ul><ul><li>Marketing/PR/CRM outside the enterprise </li></ul></ul>Blogs are text-based
    25. 27. Syndication in Enterprises <ul><li>Primary examples are: </li></ul><ul><ul><li>Documentation </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><li>True syndication currently limited to departments </li></ul><ul><ul><li>Data in silos </li></ul></ul><ul><ul><li>E.g. technical writing, finance </li></ul></ul>Syndication is an organizational issue
    26. 28. Internet 3.0 for Enterprises <ul><li>Most business systems today are ‘data’ oriented </li></ul><ul><li>Databases </li></ul><ul><li>Data warehouses </li></ul><ul><li>BUT, businesses don’t run on data…. </li></ul><ul><li>Businesses run on ‘events’ </li></ul><ul><li>New customer </li></ul><ul><li>Price change </li></ul><ul><li>Delivery notice </li></ul><ul><li>Spec change </li></ul>
    27. 29. Implications for Businesses…. <ul><li>Within the enterprise </li></ul><ul><ul><li>Syndication of information ‘events’ as a paradigm will take hold </li></ul></ul><ul><ul><ul><li>Sales lead management </li></ul></ul></ul><ul><ul><ul><li>Internal announcements </li></ul></ul></ul><ul><li>‘Outside’ the enterprise </li></ul><ul><ul><li>Low cost XML distribution (again, syndication) </li></ul></ul><ul><ul><li>Publish/syndicate information </li></ul></ul><ul><ul><ul><li>Price changes </li></ul></ul></ul><ul><ul><ul><li>Supply chain </li></ul></ul></ul><ul><ul><ul><li>Product announcements </li></ul></ul></ul>
    28. 30. Enterprise Bus Models – Internet 3.0 Publish (syndicate) Business Events Subscribe Exception handling Aggregate Analysis Routing
    29. 31. And the UX? <ul><li>Services vs. data </li></ul><ul><li>UGC (User Generated Content).. e.g. blogs </li></ul><ul><li>Manipulate and ‘use’ data, not just presentation </li></ul><ul><li>Low latency (real time) </li></ul><ul><li>Data aggregation </li></ul><ul><li>Social Networking </li></ul><ul><li>XML-based </li></ul><ul><li>Integrated </li></ul>
    30. 32. Web 2.0 = Internet 3.0 <ul><li>Consumer </li></ul><ul><li>Open up the Hidden Web </li></ul><ul><li>Low cost to starting new business </li></ul><ul><li>VC models are threatened </li></ul><ul><li>Enterprises </li></ul><ul><li>Business systems become event-driven rather than data-driven </li></ul><ul><li>Cost of deployment will drop dramatically </li></ul><ul><li>Implications for internal business structures </li></ul>
    31. 33. Conclusion <ul><li>Web 2.0 = Internet 3.0 </li></ul><ul><li>Structured Data (XML) Syndication </li></ul><ul><li>Event-based (Publish/Subscribe) </li></ul><ul><li>Participatory UX </li></ul>
    32. 34. Internet 3.0 – The Nervous System <ul><li>The internet is evolving into a complex organism </li></ul><ul><li>Search is the memory </li></ul><ul><li>Syndication provides the basis for the nervous system </li></ul>

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