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Dave Kellogg at London Online 2010
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.