Presentation by Mark Logic director of industry solutions, John Kreisa, given at the SharePoint Summit, April 7, 2009 in Montreal, Canada

1. Unlock Content™
Enabling Dynamic Assembly and Reuse of
Operational Documents with SharePoint and
Microsoft Word
John Kreisa Director of Industry Solutions
Mark Logic Corporation
Copyright © 2009 Mark Logic Corporation. All rights reserved. 1

2. Operational Docs, So What?
How do you make a Starbucks non-fat vanilla latte?
Big Mac?
Operational documents define and drive organizational behavior in
services oriented organizations
Maintenance and publication of this information is time consuming
and expensive
Example service industries: financial services, retail, hotels, airlines
etc.
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3. Agenda - Outline
About JetBlue
The operational document problem
The solution – SharePoint, Word, MarkLogic Server
About Mark Logic
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4. About JetBlue
Founded in 1998
9th largest domestic carrier
60 cities served, ~190 aircraft in service
600 flights daily
11,000+ Crewmembers
Headquartered in New York, primary
hub at JFK
A new kind of value airline
High-quality service and product
Low operating costs
Brand strength
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5. Agenda - Outline
About JetBlue
The operational document problem
The solution – SharePoint, Word, MarkLogic Server
About Mark Logic
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6. The Existing System Had Issues
Document system was manual-oriented
Flight Operations Manual (FOM)
Station Operations Manual (SOM)
Flight Attendant Manual (FAM)
Etc…
Document system was manually-maintained
Document system was „published‟ to PDF
Document system was manually-accessed
Numerous outstanding internal „findings‟ related to documentation
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7. Intranet Home
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8. JBDocs Home
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9. Flight Crew Operating Manual (FCOM)
456
pages!!
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10. And Content is Needed in Many Docs
FAA
Winter Operations
1.0 De-Icing
1.1 Responsibility
1.2 Authority
1.3 Procedures
Section 1.3 Section 2.4 Section 5.2.1
Station Operations Manual (SOM) Flight Operations Manual (FOM) Ground Operations Manual (GOM)
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11. Problem Definition – „Hard‟ Factors
Comply with standards and regulations
Air Transportation Oversight System (ATOS)
FAA, DoT, OSHA, EPA…
Content ownership at lowest sensible level
From “manuals” to “processes”
Provide for online access
Crewmembers and Business Partners
Provide for offline access
Pilots in cockpit
Regulatory review
FAA representatives need access
Future-proof the solution
International (IOSA)
QMS, SMS
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12. Bottom Line – They Had…
A problem that HAD to be solved
In their case: regulatory compliance
A problem that‟s time-bound
In their case: beginning of 2009
A problem that‟s clear-cut enough
In their case: comply with ATOS requirements
A current situation that‟s bad enough you can‟t just tweak it
In their case: the current manual system is compromised
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

13. Agenda - Outline
About JetBlue
The operational document problem
The solution – SharePoint, Word, MarkLogic Server
About Mark Logic
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14. Solution Requirements
Distribute authorship
„Book owners‟ are obsolete
Put ownership on the process owners and their SMEs
Use non-technical tools
But have XML as a base technology
Enable workflow and automation
Automate routing and approvals
Provide dynamic delivery to all consumers
Once approved content automatically flows to appropriate
location
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15. Solution Details
Make organizational changes
Create Corporate Publications group
Distinct from existing Technical Publications
Provide cross-departmental governance structure
Design system using corporate standards
Leverage authoring & management tools “crew members” are
familiar with
Use standard content creation tools e.g. SharePoint and Word
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16. Corporate Publications Group
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17. Governance Structure
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18. Technical Architecture
Content Creation & Assembly
SharePoint UI SharePoint
Word + Add-in
Author
workstations
Dynamic Content Delivery
Document viewer
web application
Workstations
Synchronization
Laptops &
Services
handhelds
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19. Leverage & Enhance SharePoint
Leveraging SharePoint for library services
and business workflows
Document review and approvals
Versioning
Enhancing SharePoint with dynamic
publishing and reuse apps
Seamless automated bulk mirroring
Documents pushed to delivery
infrastructure upon approval
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20. SharePoint Managed Work Flow
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21. Use Familiar Authoring Tools
Business users (SMEs) author documents
Find and reuse operational content from
within Microsoft Word
Leverage Open XML
Enrich Word docs for search and
analytics
Enhancing with with custom metadata
Rapidly assemble new policies and
procedures
Improved productivity for non-technical
authors
Avoiding expensive and complicated
special-purpose authoring tools
Higher adoption rate
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22. Office Example 1
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23. Office Example 2
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24. Office Example 3
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25. Where Are They?
Create Corporate Publications group 
Charter cross-departmental governance structure 
Technical architecture
Designed 
Implemented - in-process 
Tested and launched - 
Content development
Templates and metadata 
Identify process owners – 
Train and develop content – in-process
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

26. Agenda - Outline
About JetBlue
The operational document problem
The solution – SharePoint, Word, MarkLogic Server
About Mark Logic
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

27. How We Help Our Customers
MarkLogic accelerates the creation information products
Integrate content from different sources
Repurpose content into multiple uses
Build custom documents and views
Deliver content through multiple channels
Search-and-discover previously unknown information
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

28. What Does MarkLogic Server Do?
The industry’s leading XML server
Store content in a single centralized repository
Use XQuery to access, manipulate and retrieve
Search and locate content with pinpoint accuracy
Extensive full-text and structure search features
Analyze to understand and exploit what you have
Built in indexes to speed analysis of data
Deliver content to users in multiple contexts
Send content to multiple devices and users
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

29. Q&A
Thank you
John Kreisa
Director of Industry Solutions
john.kreisa@marklogic.com
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30. Addendum
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31. About Mark Logic
Enterprise software and services company
Headquarters in San Carlos, California (Silicon Valley)
Product: MarkLogic Server
Industry's leading XML server
Accelerates the creation of information products
>150 top-tier customers
Elsevier, McGraw-Hill, Oxford University Press, O‟Reilly
Media, JetBlue Airways, US Army, JP Morgan
Strong financial backing
Sequoia Capital, Tenaya Capital
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

32. Recognized Technology Leader
EContent magazine “100” top digital content companies
Winner in 2005, 2006, 2007, and 2008-2009
Information Today Reader‟s Choice Award
Best Enterprise Application in 2006 and 2007
KMWorld magazine“100”
Companies that matter in Knowledge Management
Winner in 2005, 2006, 2007, and 2008
Trend-Setting Product in 2008
SIIA “CODiE” awards
2005 Best Vertical Solution – Publishing
2006 Best Content Management Solution
2008 Finalist in Three Categories
Ranked 4th fastest growing IT company in Silicon
Valley with 15,174% growth from 2003-2007 by Deloitte
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33. Representative Mark Logic Customers
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Copyright © 2009 Mark Logic Corporation. All rights reserved.

34. MarkLogic Server Features
DBMS Features Search Features
XQuery 1.0 Full-text extensions to XQuery
Transaction semantics Integrated XML and text search
Triggers (CPF) Fielded search
Alerting (“profiling”)
Non-blocking read-consistency
Point-in-time queries Relevance tuning
Geospatial indexing Language processing
(stemming, tokenization, spell check)
Backup and recovery
Entity extraction / enrichment
Administration
Foreign language support
High-availability
Thesaurus support
Scalability and performance
Taxonomy support
Analytics – facets and co-occurrence
XML classification
Lexicons and lexicon frequencies
Scaling architecture
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35. Granular Access to Information
Or, take the whole section?
These paragraphs?
Perhaps this list?
Does this table interest you?
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36. Fully Leverage Your Content
Article Book Report
Assessment Item Case
Journal
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37. Platform for Content Apps
Mark Logic
Old
Content platform reduces new app
Perpetual re-development
cost and speeds creation process
and fixed costs per app
●●● App
App App
App
App ●●● App App VS.
Content Platform
Decide what you want to build Gather content to create a platform
Gather, transform content Decide what you want to build
Build app / delivery system Build app / delivery system on the platform
See if it works See if it works
Fixed costs per application
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38. Centralized Information Platform
Custom documents Applications
Devices
Static Dynamic
App App
Metadata
Briefings
Policy
Reports Content enrichment HTML/XML
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Copyright © 2009 Mark Logic Corporation. All rights reserved.