The document discusses the opportunities and challenges presented by mobile applications and personalized, task-aware content. It notes that information providers are building services that fuse content and software to help solve business problems. Mobile devices are exploding in popularity but pose difficult technology strategy questions around standards, device-specific applications, and how to best exploit device capabilities. The document outlines examples of mobile applications and content platforms that deliver information across multiple channels from a common repository. It concludes that both old questions around product versus solution value and new ones around mobile strategies must be considered together.

1. The Mobile Opportunity: Developing a New Generation of
Personalized, Task-Aware Applications for Mobile Devices
Dave Kellogg
CEO, MarkLogic Corp.
2 Dec 2010
Slide 1 Copyright © 2010 MarkLogic® Corporation.

2. A Few Minutes To Explain The Title
 Mobile = iPads and such
 Opportunity = threat
 Next-generation = marketing pabulum
 Personalized = just for you
 And we know where you are
 Task-aware = you’re doing something
 And we know what it is
 Application = software to help solve a problem
Slide 2 Copyright © 2010 MarkLogic® Corporation.

3. It’s No Secret
 That information providers are building information services
that fuse content and software in order to help solve business
problems
 “Content in context”
 Before
 I can sell you 10 tomes on pathology
 After
 I can sell you a service that increases the number of diagnoses per
day by 25% and reduces errors by 30%
Slide 3 Copyright © 2010 MarkLogic® Corporation.

4. Task-Awareness
Slide 4 Copyright © 2010 MarkLogic® Corporation.

5. Solution Continuum
What is your value proposition?
Product- Solution-
centric centric
 This is hard, revolutionary, and risky
 What do we know about <task>?
 It is not black and white
 Movement towards solving a problem better than nothing
 The “generic solution” is the ante
 Making information easier to find
Slide 5 Copyright © 2010 MarkLogic® Corporation.

6. It’s Also No Secret
That mobile devices / platforms are exploding
Slide 6 Copyright © 2010 MarkLogic® Corporation.

7. And That Mobile Poses Hard
Technology Strategy Questions
 Standards wars
 Flash vs. HTML 5
 Device-specific (native) applications vs. insulation layer
 iPad, Blackberry, Inkling vs. browser or Zinio
 Extent to which you exploit device capabilities
 Simple delivery, basic interaction, complex exploitation
 And how do you know if such exploitation really works?
 Does rotating a 3-D molecule actually improve learning?
Slide 7 Copyright © 2010 MarkLogic® Corporation.

8. The Bad News: The Web is Dead
 Buy a Kindle book, make a Skype call, buy
an iTunes song, read an RSS feed, send a
tweet from Tweetdeck, check Weatherbug,
and locate yourself on Foursquare all
without using the Web
 Long live the Internet
 If your five-year digital publishing strategy
is web-centered, then you are at high risk of
arming yourself to win the last war
 Think: Internet, multi-channel, mobile
Slide 8 Copyright © 2010 MarkLogic® Corporation.

9. The Good News: No Free Expectation
 “The transition to online was pretty
rough for publishers, but mobility gives a
reset opportunity – a chance to better
balance digital revenue streams between
advertising and paid content and to
embrace the benefits of social
networking.”
 Colin Crawford
Slide 9 Copyright © 2010 MarkLogic® Corporation.

10. Strategic Quadrants
New
Obvious Visionary
Media
Type
Suicide Bold
Old
Product Solution
Value Proposition
Slide 10 Copyright © 2010 MarkLogic® Corporation.

11. AIP iResearch Application
 Lets iPhone users
read and locally store
AIP (physics) content
 13 journals currently
included
Slide 11 Copyright © 2010 MarkLogic® Corporation.

12. New England Journal of Medicine
 iPhone application
 Journal content
 Recent articles, images, audio,
and video
Slide 12 Copyright © 2010 MarkLogic® Corporation.

13. Harvard Business School Publishing
Dynamic generation of Kindle format e-books
Slide 13 Copyright © 2010 MarkLogic® Corporation.

14. Battle Command Knowledge System
 Multi-channel delivery of Army knowledge
and doctrine to soldiers in the field
 Read/write access
 Collaboration, filtering, forums
 Examples
 How to unjam a rifle
 How to test an RPG launcher
 Transfers and open positions
 How to remove moisture from sensors (or
lose a $1.3B aircraft)
Slide 14 Copyright © 2010 MarkLogic® Corporation.

15. How Do They Do It?
Multi-channel delivery
 Integrate content
 Common repository
 XML format
Content platform
 Lazy clean-up
 Content platform XML
 Multi-channel delivery Common
Repository
Content integration
Lazy clean-up
Slide 15 Copyright © 2010 MarkLogic® Corporation.

16. Conclusions
 There are some older questions
 Product vs. solution value proposition
 And some new ones
 Which mobile device orplatform, native or insulated
 You can think of these together
 Strategy quadrants
 The web is dead
 Long live the Internet
 And mobile is a second chance
Slide 16 Copyright © 2010 MarkLogic® Corporation.