Slides from MarkLogic CEO Dave Kellogg presented on 10/28/10 at the MarkLogic Digital Publishing Summit in NYC at The Plaza hotel.

1. Slide 1 Copyright © 2010 MarkLogic® Corporation.
Re-Invention in Media;
Transformation Starts Here
Dave Kellogg
CEO, MarkLogic Corporation
10/28/10
(aka Kellblog)

2. Slide 2 Copyright © 2010 MarkLogic® Corporation.
Topics
 Thank you and welcome
 Thoughts on industry trends
 Thoughts on the plan of action

3. Slide 3 Copyright © 2010 MarkLogic® Corporation.
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

4. Slide 4 Copyright © 2010 MarkLogic® Corporation.
B2C / Magazine
Aggregation
Thank You To Our Customers For
Making It Reality
B2B Magazine
Financial/CCF
Legal Tax Regulatory
Trade
Education STM

5. Slide 5 Copyright © 2010 MarkLogic® Corporation.
Thank You For Enabling MarkLogic’s
Growth and Success
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50
100
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2004 2005 2006 2007 2008 2009 2010P
Employees
removed

6. Slide 6 Copyright © 2010 MarkLogic® Corporation.
Topics
 Thank you and welcome
 Thoughts on industry trends
 Thoughts on the plan of action

7. Slide 7 Copyright © 2010 MarkLogic® Corporation.
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

8. Slide 8 Copyright © 2010 MarkLogic® Corporation.
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

9. Slide 9 Copyright © 2010 MarkLogic® Corporation.
Ambiguity, II
 Feature
 Company
 Platform
 None of the above
As we watch technology waves pass, which is a …

10. Slide 10 Copyright © 2010 MarkLogic® Corporation.
If You Think You’re Good
 What’s going to happen to?

11. Slide 11 Copyright © 2010 MarkLogic® Corporation.
Re-Invention
 Steamships
 Mini-mills
 Hard disks
 Minicomputers
 Web publishing
 Perils of listening to
only to customers
Source: The Innovator’s Dilemma, Clayton Christensen

12. Slide 12 Copyright © 2010 MarkLogic® Corporation.
Re-Invention in Textbooks
• Form factor
• Business model
• Book itself
• Online itself
• Education itself

13. Slide 13 Copyright © 2010 MarkLogic® Corporation.
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

14. Slide 14 Copyright © 2010 MarkLogic® Corporation.
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

15. Slide 15 Copyright © 2010 MarkLogic® Corporation.
The Importance of Data
Finance, baseball, marketing, medicine,
football, management, education, media, …

16. Slide 16 Copyright © 2010 MarkLogic® Corporation.
Topics
 Thank you and welcome
 Thoughts on industry trends
 Thoughts on the plan of action

17. Slide 17 Copyright © 2010 MarkLogic® Corporation.
Can-Do Mentality

18. Slide 18 Copyright © 2010 MarkLogic® Corporation.
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

19. Slide 19 Copyright © 2010 MarkLogic® Corporation.
Thanks and Follow Me on Kellblog!