Slides from my presentation at the Mark Logic Digital Publishing Summit at The Plaza Hotel in NYC on 12/10/09. Topics include trends re-shaping the media and software information infrastructure.

1. Unlock Content™
Building Blocks for Monetizing Content
@ramblingman (Dave Kellogg)
Chief Executive Officer
www.marklogic.com (Mark Logic Corporation)
12/10/09
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 1

2. Topics
The evolving media landscape
Information infrastructure
Mark Logic
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 2

3. Industry Transformation Is Hard
Fundamental industry transformation
Content
Media
Technology
Business model
It’s happened before us
The New England Textile Museum
And it’s happening now
The Silicon Valley Computer Museum
And it will happen again
The Social Networking Museum?
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 3

4. Technology Keeps Moving Ahead
Yelp augmented reality Shazam Music Discovery
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 4

5. Into The Truly Amazing
The ultimate human-computer interface
Can literally read your mind on simple thoughts
Game focus
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 5

6. Media’s Philosophical Coasts
East West
Content Technology
Authority Community
Taxonomy Hashtags
Distribution Internet
Paid Free
Sell Up-sell
Recently Now
MLS MSEE
Private equity Venture capital
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 6

7. Advertising Change Reflects Deeper
Marketing Change
Marketing Advertising Media
More accountable
More sales oriented (CPM, CPC, CPO)
More measured
More alternatives
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 7

8. Thoughts on Mobility
Is it just more technology headaches …
Mobile web browsers
Mobile phone operating systems
e-Book standards
… or an opportunity to re-start the game?
No “free” expectation
Integrated billing mechanism
“Publishers blew the Internet, mobile is their second chance.”
-- Colin Crawford, Media pundit
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 8

9. Looking Ahead: Four Key Trends
Presented at the London Online closing keynote
Increased XML usage
Increased security and surveillance
Surge in rich media
Rising Google pressure
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 9

10. Requirements for the Future
Enable these operations on content
Integrate
}
Enrich
Slice and dice
Deliver XML
Analyze
Contextualize
} Software
In order to learn quickly
New products Infrastructure
New services
to Leverage It
New business models
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 10

11. MarkLogic: Information Infrastructure
Common infrastructure (platform) reduces marginal cost of experimentation
Products /
Custom Content Content Role-based New
Services /
Publishing Analytics Mapping Apps Apps
Applications
Application Services
Infrastructure Development Connectors
and and
Operations Toolkits
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 11

12. Requirements for Information
Infrastructure
Mark Logic delivers better than anyone on this requirements set
Unification of structured and unstructured information
Open standard query language
Scalable architecture
Automated processing
Pipelining
Alerting
Location awareness
Real-time processing
Rapid application development
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 12

13. About Mark Logic
The leading provider of infrastructure software for information
applications
One of the fastest-growing companies in Silicon Valley
Headquartered in San Carlos, California
Strong media and government focus
Approximately 100 media industry customers
Lead investor: Sequoia Capital
Management from Business Objects, Oracle, Verity, Sun, and others
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 13

14. Who Uses Mark Logic?
Magazine Publishing Education Healthcare
Software / Services Legal Tax Financial Enterprise
Aggregation Scientific Technical Medical
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 14

15. Mark Logic 2010 User Conference
May 4-6, 2010
Intercontinental Hotel
San Francisco
Keynote from Chris Anderson
Editor of Wired Magazine
Author of The Long Tail and Free
Expect more than 600 registrants
Technology and applications tracks
Registration
Regular rate $995 by 4/15/09
Early bird $695 by 2/28/09
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 15

16. Read My Blog
marklogic.blogspot.com
twitter.com/ramblingman
Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 16