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 david@davidworlock.com

Tel +447836361873 On Twitter at dworlock Blog at www.davidworlock.com

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