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.