1. Copyright © 2007 Mark Logic Corporation Slide 1 Unlock Content ™ ASIDIC Panel Presentation Dave Kellogg Mark Logic 9/10/07

2. Copyright © 2007 Mark Logic Corporation Slide 2 Three Strategies Contextualization Content applications Content agility

3. Copyright © 2007 Mark Logic Corporation Slide 3 Contextualization Transition from publisher to information service provider Are we in the railroad business or the transportation business? Need to mix competence with vision: Penn Central airlines The transitions are not binary Asking the question: what do the customers actually do with the with provide? Take more responsibility Content applications: for who doing what Role awareness Task awareness

4. Copyright © 2007 Mark Logic Corporation Slide 4 Content Applications For who doing what Determine what content is needed Make / buy partner Integrate that content Lazy vs. big bang Enrich it Lazy vs. big bang Contextualize it Contextual design Application development

5. Copyright © 2007 Mark Logic Corporation Slide 5 Two Content Apps Approaches Application-led Led by the requirements of a specific application All-in on building that one app Assumes You know it will work No need to restart / re-use / re-purposing Infrastructure-led Less clarity on the application; an infrastructure-centric vision “In parallel” Kellogg’s law: left to their own devices, engineers (and PMs) will solve for the general solution Over-engineering, runaway projects

6. Copyright © 2007 Mark Logic Corporation Slide 6 Content Agility Something in the middle Driven by application requirements Lazy integration, clean-up, enrichment But with an eye towards an infrastructure vision Content applications platform Fixed investment in platform reduces marginal cost of applications Enables rapid experiment “Fail early and often”