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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.
- 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.