1. Gilbane San Francisco 2008 XML and Web Content Management Eric Severson Chief Technology Officer, Flatirons Solutions

2. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 2 Introducing Flatirons Solutions Consulting / systems integration firm specializing in content management and XML-based single-source publishing Active participants in XML technical standards committees, including DITA and DocBook Customers are Fortune 500 and Global 2000 companies Built the DITA Technical Publishing Solution marketed by EMC Offices in Boulder, CO, Washington, DC and Dallas, TX Inc. 500 company with over 100 consultants

3. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 3 Premises for Today’s Talk 1. ECM and WCM are converging. 2. XML is the key to that convergence. 3. Specifically, component-based XML and the DITA standard

4. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 4 Historical Context Internet Desktop Publishing “Paperless Office” vs. the “Document Mess” Imaging and Workflow EDMS Electronic Document Management WCM Web Content Management ECM Enterprise Content Management BPM Business Process Management “Web Site Mess” Dynamic Multi-Channel Publishing XML-Based Web 2.0 and Dynamic Personalization Targeted Advertising

5. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 5 Both Driving to the Same Objectives Real-time, reliable information Easily accessible Personalized to exactly what you care about In an appealing format, supported by rich media Through whatever channel suits you best That you can interact with In a community with shared interests

6. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 6 Today: Siloed Architectures Enterprise Content Management System Web Content Management System Web Publishing Service Authoring Workflows Review Workflows Authoring / Editorial Management Web Site Management HTML File XML Authoring HTML Authoring

7. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 7 Based on Historical Differences Web Site Management Content Acquisition Content Creation Content Delivery Realm of WCM Realm of ECM  Good at core content management, XML-based content, workflow, authoring, review and publication  Not meant for site management, web page construction and real-time web delivery  Good at end-to-end site management, HTML-based content, and real- time web delivery  Not meant for multi-channel authoring and publishing applications

8. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 8 The Conundrum 1. How can you support single-source, multi- channel publishing – when the primary output is the web – without being tightly integrated with WCM? 2. How can you support WCM – when the primary focus is dynamic, personalized content – without being tightly integrated with single-source publishing?

9. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 9 Tomorrow: Unified Architecture DITA XML Repository Reusable XML Objects XML “Maps” Site Management Page Slotting / Real-Time Analytics Site Management Page Slotting / Real-Time Analytics Dynamic Personalized Web Site Authoring and Review Processes News Feed and Rich Media Capture Personalized Content Based on User Profiles Personalized Content Based on User Queries Dynamic Personal PDF Queries

10. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 10 XML is the Key Deep and Flexible Personalization High-Quality Multi-Channel Output Powerful, Laser- Focused Search Compatibility with RSS and Web 2.0 technologies

11. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 11 Deep and Flexible Personalization Is Your Home an Investment? More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. Of course, when you’re just starting out, you probably haven’t even thought much about retirement. However, you should be aware… Although most high-net worth investors already own their principal residences, many mistakenly believe that second homes are a good way to diversify their investment portfolio… When you’re living on a fixed income, it’s very important that your other investments remain relatively liquid. Your home doesn’t … Text That Applies to Everyone Text Used for Starters Text Used for High Net Worth Text Used for Retired People

12. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 12 More Intricate Personalization How Do I Verify the Connections? 1. First, start the server utility: Enter cd /opt/serverutil/bin Click on the server utility icon. Then go to the File menu and click on “Run”. The utility automatically scans for connected databases, and displays a list of the ones it finds. 2.Then register the server with each database the utility found: Enter r at the command prompt. Go to the Tools menu and click “Register All”. The utility sends the server’s name and IP address to each database connection. 3. Display the utility’s Details page: Enter d at the command prompt. Go to the View menu and click “Details”. 4. For each database connected to the server, verify that the related device name appears on the Details page. How Do I Verify the Connections? 1. First, start the server utility: Enter cd /opt/serverutil/bin Click on the server utility icon. Then go to the File menu and click on “Run”. The utility automatically scans for connected databases, and displays a list of the ones it finds. 2.Then register the server with each database the utility found: Enter r at the command prompt. Go to the Tools menu and click “Register All”. The utility sends the server’s name and IP address to each database connection. 3. Display the utility’s Details page: Enter d at the command prompt. Go to the View menu and click “Details”. 4. For each database connected to the server, verify that the related device name appears on the Details page. Linux-Specific Text Windows-Specific Text Linux-Specific Text Windows-Specific Text Linux-Specific Text Windows-Specific Text

13. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 13 Powerful, Laser-Focused Search Show me all products that work on a “Mac”! New Windows Product Available! Compatibility: Windows This product works only on Windows, and is not intended to work on the Mac. IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners. Full Text SearchXQuery Search New Windows Product Available! Windows This product works only on Windows, and is not intended to work on the Mac. IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.

14. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 14 High-Quality Multi-Channel Output Is Your Home an Investment? Real Estate Investing More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. In fact, what many homeowners don’t know could hurt them. Studies done in several major cities confirm that, when the June 19, 2008 Real Estate Investing Page Home Insights Contact Us Is Your Home an Investment? More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. More June 19, 2008. A service of the Real Estate Investing Group. DITA XML Repository Reusable XML Objects XML “Maps” Uses Map and Stylesheet for Web Delivery Uses Map and Stylesheet for Print Delivery Not just HTML print

15. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 15 Compatibility with RSS and Web 2.0 DITA XML Repository Reusable XML Objects XML “Maps” Rich Internet Applications NewsML Web Services del.icio.us Social Bookmarking wiki blog

16. Copyright © 2008 Flatirons Solutions Corporation, All Rights Reserved 16 www.FlatironsSolutions.com info@FlatironsSolutions.com www.FlatironsSolutions.com info@FlatironsSolutions.com +1 303 544 0514 Questions and Answers