© 2008 Outsell, Inc. All rights reserved.

State of the Industry – The Analysts’ Perspective

SIIA NetGain

19 May 2008

Kate WorlockDirector – Market Intelligence Service

kworlock@outsellinc.com

22

Our Company• The only worldwide business information firm

serving the media and information industry• Global team of 50+• Track 9 segments in the US, Europe, and Asia • Provide fact-based analysis of markets, companies, trends,

technology• Deliver actionable advice to CEOs and their teams in 300+

firms• Offer subscription, membership, and custom consulting

services

33

B2B Trade Publishing &Company Information

Credit & Financial Information

Education & Training

HR Information

Legal, Tax & Regulatory

Market Research, Reports &Services

IT & Telecom Research,Reports & Services

News Providers & Publishers

Scientific, Technical & MedicalInformation

Search, Aggregation &Syndication

Yellow Pages & TelephoneDirectories

Information Industry $380 Billion in 2007

Source: Outsell’s Publishers & Information Providers Database

7%

10%

10%

1%

4%

8%

1%34%

5%

11%

9%

44

Search to Soar, While News Nosedives

-2.9%

5.2%

5.7%

5.8%

6.7%

8.1%

8.4%

9.5%

15.4%

22.7%

6.7%

Search, Aggregation &SyndicationHR Information

IT & Telecom Research, Reports& ServicesCredit & Financial Information

Market Research, Reports &ServicesScientific, Technical & MedicalInformation

Legal, Tax & Regulatory

B2B Trade Publishing &Company InformationEducation & Training

Yellow Pages & Directories

News Providers & PublishersSource: Outsell's Publishers & Information Providers Database

2007-2010 Est. Industry Growth 5.5%

55

The changing nature of search

• Growing importance of semantic search• Example: Hakia, illumin8

• Demand for delivery of search results in a more visual way, indicating links between results• Example: Grokker, Collexis

• Moving from a push to a pull model • Example: Reed Business’ use of its Zibb search engine

• Movement away from search to discovery• Example: Aggregate Knowledge

• Increasing demand for search to operate effectively across multiple content types (text, video, audio, images)

• Needs to continue to prove value as importance of personal recommendations increases

• Use of search across unstructured, untagged content: growing acceptance that relying on users to tag data is foolhardy, since either they don’t do it, or the results are patchy

66

Convergence of information and software: some examples

MercuryMD

77

Why is workflow integration important?

• Productivity:

• Decision-making:

• Compliance:

• building project databases

• developing evidence-based research

• supporting research direction

• finding, creating or adopting appropriate analytical tools

• ensuring regulatory framework is in place

• creating awareness of parallel initiatives

“Research” may mean individual projects, but it is also collaborative and community-driven

88

Evolution: through Web 2.0 towards Enterprise 2.0

Enterprise IT Services (SAP, Oracle, Microsoft)

Community

Third Party Content Suppliers

Process Automation/Optimisation

Workflow/Process

SaaS

(Software as a Service)

(Web Services)Ajax-based tools

development)

Open Source, Mash Ups

Search

Vertical, Personalised

99

Building blocks for growth

CommunityVertical search

Workflow tools and content

Recognised?

Invented?

Secure?

Aggressive?

Defensive?

Drives business model?

Content requirement?

Whose tools?

Segment or extended?

6/14

1010

So by 2020…

• All services are digital• All services are mobile-proficient, and reflect high user

expectations for point of reference information• All services are fully customisable to groups of

network users (corporations) and fully personalisable to individuals• All services display high intelligence factors, and

observe standards that allow maximum interoperability• All services are funded by multiple revenue sources,

using inter-service revenue reconciliation which is not apparent to the user

1111

A final thought….

“It is not the strongest of the species that survive, nor the most intelligent, but rather the one most responsive to

change”Charles Darwin

© 2008 Outsell, Inc. All rights reserved.

http://www.outsellinc.com

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