Copyright © 2009 Mark Logic Corporation. All rights reserved.

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Slide 1

@ramblingman (Dave Kellogg)

Chief Executive Officer

www.marklogic.com (Mark Logic Corporation)

12/10/09

Building Blocks for Monetizing Content

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 2

Topics

The evolving media landscape

Information infrastructure

Mark Logic

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 3

Industry Transformation Is Hard

Fundamental industry transformation

Content

Media

Technology

Business model

It’s happened before us

The New England Textile Museum

And it’s happening now

The Silicon Valley Computer Museum

And it will happen again

The Social Networking Museum?

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 4

Technology Keeps Moving Ahead

Yelp augmented reality Shazam Music Discovery

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 5

Into The Truly Amazing

The ultimate human-computer interface

Can literally read your mind on simple thoughts

Game focus

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 6

Media’s Philosophical Coasts

East

Content

Authority

Taxonomy

Distribution

Paid

Sell

Recently

MLS

Private equity

West

Technology

Community

Hashtags

Internet

Free

Up-sell

Now

MSEE

Venture capital

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 7

Advertising Change Reflects Deeper Marketing Change

More accountable

More sales oriented (CPM, CPC, CPO)

More measured

More alternatives

Marketing Advertising Media

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 8

Thoughts on Mobility

Is it just more technology headaches …

Mobile web browsers

Mobile phone operating systems

e-Book standards

… or an opportunity to re-start the game?

No “free” expectation

Integrated billing mechanism

“Publishers blew the Internet, mobile is their second chance.”-- Colin Crawford, Media pundit

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 9

Looking Ahead: Four Key Trends

Presented at the London Online closing keynote

Surge in rich media

Rising Google pressure

Increased XML usage

Increased security and surveillance

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 10

Requirements for the Future

Enable these operations on content

Integrate

Enrich

Slice and dice

Deliver

Analyze

Contextualize

In order to learn quickly

New products

New services

New business models

XML}SoftwareInfrastructure to Leverage It}

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 11

Developmentand

Operations

Connectorsand

Toolkits

Application Services

MarkLogic: Information Infrastructure

CustomPublishing

ContentAnalytics

NewApps

ContentMapping

Products /Services /Applications

Infrastructure

Role-basedApps

Common infrastructure (platform) reduces marginal cost of experimentation

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 12

Requirements for Information Infrastructure

Unification of structured and unstructured information

Open standard query language

Scalable architecture

Automated processing

Pipelining

Alerting

Location awareness

Real-time processing

Rapid application development

Mark Logic delivers better than anyone on this requirements set

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 13

About Mark Logic

One of the fastest-growing companies in Silicon Valley

Headquartered in San Carlos, California

Strong media and government focus

Approximately 100 media industry customers

Lead investor: Sequoia Capital

Management from Business Objects, Oracle, Verity, Sun, and others

The leading provider of infrastructure software for information applications

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 14

Who Uses Mark Logic?

Education HealthcareMagazine Publishing

Software / Services Legal Tax Financial Enterprise

Aggregation Scientific Technical Medical

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 15

Mark Logic 2010 User Conference

May 4-6, 2010

Intercontinental Hotel

San Francisco

Keynote from Chris Anderson

Editor of Wired Magazine

Author of The Long Tail and Free

Expect more than 600 registrants

Technology and applications tracks

Registration

Regular rate $995 by 4/15/09

Early bird $695 by 2/28/09

Copyright © 2009 Mark Logic Corporation. All rights reserved. Slide 16

Read My Blog

marklogic.blogspot.com

twitter.com/ramblingman