Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 1

Copyright © 2007 Mark Logic Corporation, All Rights Reserved Slide 2

Unlock Content™

Mark Logic Vision and Strategy

Dave Kellogg

Chief Executive Officer

May 15, 2007

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 3

The Mission

“Unlock content”

Put content into databases

Query it

Build applications on top

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 4

The History

“The correct way to deal with unstructured data in an relational database is to put it in a column of type [whatever].”

Mike Stonebraker, Ingres, 1987

“Files are dead, henceforth all information will go in the database.” Larry Ellison, Oracle, 1997

“The correct way to deal with unstructured information is to stop trying to jam it into a database that was never designed to handle it.”

Dave Kellogg, Mark Logic, 2007

* These are pseudo-quotes, not verbatim, except for Kellogg

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 5

The Why

Needs to be doneThe standard reasons for database-izing data

The database industry has failedContent’s stubborn resistance to complyMisuse / over-application of enterprise search

Is content funny data … or is data funny content?

Majority rule: 5x more content than data

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 6

What We’ve Built

The world’s best place to put XML content

Big10s to 100s of TB and beyond

FastCapable of millisecond response time at scale

XQueryOpen, standard query language

When it comes to content …It’s 1983 and we’re Oracle

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 7

Content, Schmontent

Structure

Unstructured and semi-structured data

Theoretically structured but actually unstructured data

Time-varying structured data

Words

And all the wonderful ambiguities associated therewith

Two dimensions of vagaries

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 8

The Strategy

Bowling alley* strategyProduct completeness, partner selection, go-to-market efficiency

Head pinsPublishing / mediaFederal Government

New prospective pins (in development)Aviation, life sciences, financial services, technical content delivery, large-scale archiving

The end-game is a broad, horizontal platform play

* See Inside the Tornado by Geoffrey Moore

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 9

A Striking Parallel

The value proposition for the relational database was

Answer any question

Without having to know you’d be asking it in advance

Today’s state of affairs with XML, RDBMS, and enterprise search

You can answer any just about any question

But you have to know in advance

(And your content better be quite regular and you may have to do a lot of coding)

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 10

What Will Be

Two markets will emerge on top of content servers

Content applications enablement

Task- and role-aware applications

Web 2.0 style and features

What our publishing customers do

Content analytics

Advanced content analysis

What our government customers do

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 11

Content Apps: Top-to-Bottom XML

My browser speaks XML, and my content’s in XML

So why I am doing all this mapping between ...XML = hierarchiesJava = objects and classesRDBMS = tables

Answer: you don’t have toXQuery = misnamed and underpositionedFull application development languageTranscends data and content

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 12

The Game Changer

So you have the world’s best place to put XML

Who has XML?

Who wants XML?

What’s going to change that state of affairs?

Office 2007 XML

Everyone is going to have lots of XML

Large, horizontal productivity apps opportunity

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 13

The End of One Size Fits All

One Size Fits All: An Idea Whose Time Has Come and Gone

“The last 25 years of commercial DBMS development can be summed up in a single phrase: “One size fits all”. This phrase refers to the fact that the traditional DBMS architecture (originally designed and optimized for business data processing) has been used to support many data-centric applications with widely varying characteristics and requirements.

In this paper, we argue that this concept is no longer applicable to the database market, and that the commercial world will fracture into a collection of independent database engines, some of which may be unified by a common front-end parser.”

Stonebraker and Cetintemel

http://www.cs.brown.edu/~ugur/fits_all.pdf

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 14

The Rise of Special-Purpose DBMSs

StreamsStreambase, Exegy, Skyler, Coral8, Amalgamated Insight

Huge memory storesTimesTen

Data warehousesGreenplum, Netezza, Hyperroll, Teradata

Column-orientationVertica

XML contentMarkLogic

XML data / messagesIpedo, Tamino, eXist

Things Codd wasn’t thinking about when he invented the relational model

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 15

Conclusion

Whether you came to here to solve a practical problem or change the information technology world …

Thanks for coming

It looks to be (and has been) an exciting ride

It’s 10 minutes past dawn on a new era of database technology

Forces moving the market inexorably towards content and XQuery

Our kids will

Not understand the data/content dichotomy

Think of SQL the way we think of COBOL

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 16

Resources

Querying XMLMelton and Buxton

Mark Logic CEO blog (Dave Kellogg)http://marklogic.blogspot.com

Discovering XQuery blog (Matt Turner)http://xquery.typepad.com

XML and databaseshttp://www.rpbourret.com/xml/xmlanddatabases.htm

Stonebraker’s “One Size Fits All” papers http://www.cs.brown.edu/~ugur/fits_all.pdf http://nms.csail.mit.edu/~stavros/pubs/osfa.pdf

Copyright © 2007 Mark Logic Corporation, All Rights Reserved. Slide 17