the road to network publishing972003
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Slides from publishing expert David Worlock at the Mark Logic Digital Publishing Summit on 12/10/09 at The Plaza Hotel in New YorkTRANSCRIPT
THE ROAD TO NETWORK PUBLISHINGDavid R Worlock
MarkLogic Digital Publishing Summit
New York, December 2009
“Network”
Content in the context of re-useability Customer/user is in the lead Application is semantic in some sense
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What are the components of value in the content businesses?
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Where 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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The Legacy of Recession
Recession is when service change goes faster
Competitive leapfrogging becomes commonplace
Not everyone emerges at the same time and the effects linger
It 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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Commoditization 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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Reactions 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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How 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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Super-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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But 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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… 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 tools Price them to quality , not to format
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Case Studies in Solutions
Thomson Reuters : Pharma and Innovations
McGraw Hill and Reed Business: Construction Network and BIM
DMGT: Landmark and Quest Complinet Elsevier Health: Evolve
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Case Studies in Applications
ChemSpider Open Calais Toolkit Oxford Music Online ( MarkLogic) AIPUniPHY.com and iResearch ( Collexis
and MarkLogic)
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Lessons 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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Two 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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It 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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Contact David Worlock at [email protected]
Tel +447836361873 On Twitter at dworlock Blog at www.davidworlock.com
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