Asidic Panel Presentation

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Panel presentation by Dave Kellogg on Future Strategies at the ASIDIC conference in Washington, DC on 9/10/07

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Asidic Panel Presentation

  1. 1. ASIDIC Panel Presentation Dave Kellogg Mark Logic 9/10/07
  2. 2. Three Strategies <ul><li>Contextualization </li></ul><ul><li>Content applications </li></ul><ul><li>Content agility </li></ul>
  3. 3. Contextualization <ul><li>Transition from publisher to information service provider </li></ul><ul><li>Are we in the railroad business or the transportation business? </li></ul><ul><ul><li>Need to mix competence with vision: Penn Central airlines </li></ul></ul><ul><ul><li>The transitions are not binary </li></ul></ul><ul><li>Asking the question: what do the customers actually do with the <information> with provide? </li></ul><ul><ul><li>Take more responsibility </li></ul></ul><ul><li>Content applications: for who doing what </li></ul><ul><ul><li>Role awareness </li></ul></ul><ul><ul><li>Task awareness </li></ul></ul>
  4. 4. Content Applications <ul><li>For who doing what </li></ul><ul><li>Determine what content is needed </li></ul><ul><ul><li>Make / buy partner </li></ul></ul><ul><li>Integrate that content </li></ul><ul><ul><li>Lazy vs. big bang </li></ul></ul><ul><li>Enrich it </li></ul><ul><ul><li>Lazy vs. big bang </li></ul></ul><ul><li>Contextualize it </li></ul><ul><ul><li>Contextual design </li></ul></ul><ul><ul><li>Application development </li></ul></ul>
  5. 5. Two Approaches <ul><li>Application-led </li></ul><ul><li>Led by the requirements of a specific application </li></ul><ul><li>All-in on building that one app </li></ul><ul><li>Assumes </li></ul><ul><ul><li>You know it will work </li></ul></ul><ul><ul><li>No need to restart / re-use / re-purposing </li></ul></ul><ul><li>Infrastructure-led </li></ul><ul><li>Less clarity on the application; an infrastructure-centric vision </li></ul><ul><ul><li>“ In parallel” </li></ul></ul><ul><li>Kellogg’s law: left to their own devices, engineers (and PMs) will solve for the general solution </li></ul><ul><li>Over-engineering, runaway projects </li></ul>
  6. 6. Content Agility <ul><li>Something in the middle </li></ul><ul><li>Driven by application requirements </li></ul><ul><ul><li>Lazy integration, clean-up, enrichment </li></ul></ul><ul><li>But with an eye towards an infrastructure vision </li></ul><ul><ul><li>Content applications platform </li></ul></ul><ul><ul><li>Fixed investment in platform reduces marginal cost of applications </li></ul></ul><ul><ul><li>Enables rapid experiment </li></ul></ul><ul><ul><li>“Fail quickly and often” </li></ul></ul>

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