Dave Kellogg Keynote at MarkLogic Digital Publishing Summit

Copyright © 2010 MarkLogic® Corporation.
Re-Invention in Media;
Transformation Starts Here
Dave Kellogg
CEO, MarkLogic Corporation
10/28/10
(aka Kellblog)

Topics
 Thank you and welcome
 Thoughts on industry trends
 Thoughts on the plan of action

I Had A Dream
 One day leading media companies would gather
 To discuss the future of the industry
 With each other, industry pundits, MarkLogicians, and
ecosystem partners
 In New York City
 Once per year
 Every Fall
 At The Plaza
 With free drinks starting at 4:30PM

B2C / Magazine
Aggregation
Thank You To Our Customers For
Making It Reality
B2B Magazine
Financial/CCF
Legal Tax Regulatory
Trade
Education STM

Thank You For Enabling MarkLogic’s
Growth and Success
0
50
100
150
200
250
2004 2005 2006 2007 2008 2009 2010P
Employees
removed

Media Megatrends
 Ambiguity
 We can’t know what we don’t know
 Re-Invention
 Really pretend you’re starting over
 The Internet
 Apps and the Internet as platform
 Data
 Revenge of the nerds

Ambiguity
“It ain't what you don't know that gets you into trouble,
it's what you know for sure that just ain't so.” -- Mark Twain
“Prediction is very hard, especially about the future.” -- Yogi Berra
“We always overestimate the change that will occur in the next two years and
underestimate the change that will occur in the next ten.” -- Bill Gates

Ambiguity, II
 Feature
 Company
 Platform
 None of the above
As we watch technology waves pass, which is a …

If You Think You’re Good
 What’s going to happen to?

Re-Invention
 Steamships
 Mini-mills
 Hard disks
 Minicomputers
 Web publishing
 Perils of listening to
only to customers
Source: The Innovator’s Dilemma, Clayton Christensen

Re-Invention in Textbooks
• Form factor
• Business model
• Book itself
• Online itself
• Education itself

The Internet
 Web (i.e., http) is decreasing
component of Internet traffic
 Future is about
 Internet as communications platform
 Apps that leverage that platform
 Examples
 Buy a song or book
 Watch a movie
 Read RSS feeds
 Use Tweetdeck
 Use Facebook on your blackberry

Media’s Philosophical Coasts
East
 Content
 Authority
 Taxonomy
 Paid
 Sell
 MLS
 Private equity
 Formatting
West
 Technology
 Community
 Folksonomy
 Free
 Up-sell
 MSCS
 Venture capital
 Data

The Importance of Data
Finance, baseball, marketing, medicine,
football, management, education, media, …

Can-Do Mentality

The Plan of Action
 Because we do not know  platform-based approach
 Content platform = agility
 Because we must re-invent  content-centric approach
 Focus on content, not the container
 Because of the Internet and mobile
 An XML-centric approach
 Mobile applications strategy
 Because of data  analytic approach
 Balance quant with qual

Thanks and Follow Me on Kellblog!

Dave Kellogg Keynote at MarkLogic Digital Publishing Summit

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