David R Worlock MarkLogic Digital Publishing Summit New York D ecember 2009 Network Content in the context of reuseability Customeruser is in the lead Application is semantic in some sense ID: 782594
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Slide1
The Road to Network Publishing
David R Worlock
MarkLogic Digital Publishing
Summit
New York, D
ecember
2009
Slide2“Network”
Content in the context of re-useability
Customer/user is in the lead
Application is semantic in some sense
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Slide3What are the components of value in the content businesses?
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Slide4Where are we now – in the aftermath of Web 2.0 ?
Community – in full flood
Workflow – proving more difficult than we thought ?
Vertical Search – vital , but did we fully understand the implications ?
Somewhere we forgot the drivers – productivity , improved decision-making,cheaper costs of compliance , better risk management – but our users did NOT
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Slide5The Legacy of Recession
Recession is when service change goes faster
Competitive leapfrogging becomes commonplace
Not everyone emerges at the same time and the effects lingerIt takes a longer time than we usually anticipate to return to the old growth rates - which is why our users want us to go faster to help them return to growth
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Slide6Commoditization is the biggest enemy
Our users , even if they cannot grow the topline , are under huge pressure to restore and improve margins
This drives the focus on productivity, decision-making and cheaper compliance
And in turn , users seek to apply the cheap , or the free , or the “good enough “ solution
We need to demonstrate how expensive this can be !
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Slide7Reactions in a Networked World
Users can data share without necessarily losing competitive edge
Users can buy in bulk at a central point , and re-use and add value in their own intranet environment
Generalized “solutions “ become mere products. Custom is king
Data quality and uniqueness remains important , but not beyond the price point
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Slide8How must we react to the Challenge?
Structure our content to allow custom restructuring
Create modular applets to help users to customize
Federate with third party content across common structures in order to build more complete solutions
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Slide9Super-Customization
Hand the API to the user
Invite users to recombine your content with theirs to create unique datasets , but using your tools
Seek to lock in support and update to secure resubscription and reliance
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Slide10But we sell products , not services !
eBooks are a whole new market
Here we can price to format again , avoiding value pricing
BUT, there are real risks here , unless…
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Slide11… we network publish here too…
Make them fully searchable , and contextually open to third party content
Attach the applets that draw fresh value out of collections
Generate the links that allow them to be network toolsPrice them to quality , not to format
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Slide12Case Studies in Solutions
Thomson Reuters :
Pharma
and InnovationsMcGraw Hill and Reed Business: Construction Network and BIMDMGT: Landmark and Quest
Complinet
Elsevier Health: Evolve
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Slide13Case Studies in Applications
ChemSpider
Open Calais Toolkit
Oxford Music Online ( MarkLogic)AIPUniPHY.com and iResearch
(
Collexis and MarkLogic)
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Slide14Lessons Learnt …
Revenue streams can diversify: education and audit at Complinet are good examples
Tools to improve
useability and enable client data sharing in the intranet can be vital (LexisNexis)
Management and marketing tools can be as important as process improvement (Westlaw)
Community and client inter-action can change brand perception and realize “lock-in” ( Nature)
Consultancy and service support are revenue components in their own right (Complinet)
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Slide15Two prerequisites for change…
You must give up a product mindset and take on a services and solutions view of your content
… and you have to be confident that you know what your customers do for a living – on the network , but also in real life – to be able to envisage helping them in this way .
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Slide16It is not the strongest of the species that survive , nor the most intelligent , but the one most responsive to change
Charles Darwin
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Slide17Contact David Worlock at
david@davidworlock.com
Tel +447836361873
On Twitter at
dworlock
Blog at
www.davidworlock.com
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