the future of xml publishing -- how xml is changing the way we do business today

Company Confidential

The Future of XML Publishing:

Web 2.0 = Internet 3.0

STC

Salim Ismail

May 2007

Copyright 2007Slide 2

Overview

Syndication (Internet 3.0)-Definition - examples

- technology underpinning

Consumer Enterprise

Hidden Web Event-DrivenWeb 2.0 = Internet 3.0

Business Models


Syndication

The voluntary dissemination of

data to anyone who wants it

Consumer Enterprise

Blogs

Intranet updates

RSS and ATOMFeeds

ERP Reporting Systems

Wikis

CMS

UGC

XMLPublishingSystems


What is Web 2.0

According to Tim O’Reilly….


Other Web 2.0 Descriptors

Services vs. data

UGC (User Generated Content).. e.g. blogs

Manipulate and ‘use’ data, not just presentation

Low latency (real time)

Data aggregation

Social Networking

Examples– Flickr, Buzznet, Dabble– Wordpress, Typepad, Drupal– Eventful, Upcoming, Edgeio– YouTube, MySpace, FaceBook

Web 2.0:Consumer to

Consumer


Web 2.0 Tag Cloud


Web 2.0 – Was led by Blogs

• Blogs exploding in use– With the rise of the web in the 90s, we had millions of

readers, but relatively few publishers (e.g. CNN, CNet)– Now, due to the ease of publishing with blogs, we now

also have millions of publishers• 1m in 01/04, 10m in 01/05 and over 100m today

• A Syndication ecosystem has evolved– Ping servers, ping aggregators and blogging platforms

all collaborate to disseminate RSS and Atom updates

• Blogs now being ‘overtaken’– MySpace, FaceBook, Bebo, etc…


Overview



Consumer Enterprise

Business Models


Web 2.0 = Internet 3.0™

We are increasingly watching…

80s Email

90s Web Browser

00s RSS Aggregator

Messaging

RequestResponse

PublishSubscribe

What’s youremail address?

Sending

What’s yourWebsite?

Searching

What’s yourFeed?

Watching

Information Exchange Patterns

Evolution of the Internet


Watching vs. Searching

“I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSubare more useful to me than Google.”

Syndication facilitates ‘watching’

Watching is different from Searching

Jonathan Schwartz, CEO, SUN


Example - Search

RelevantImmediateMaterial

Tell me whenever X happens

Prospective vs. Retrospective

WatchingListening C

ove

rag

e

Age

Archives

RetrospectiveSearch

(Google/Yahoo)

ProspectiveSearch


Overview



Consumer Enterprise

Business Models


Blogs geared for text/HTML

• RSS is used as a wrapper for text and a syndication mechanism – Atom is another, more evolved syndication spec

A typical blogpost today contains anopinion or specificInformation(in text)


Syndication is enabling UGC

Rather than just saying “I liked that book”, a form is filled out with fields for the title, rating, etc

Publish structured data

www.structuredblogging.org


The Internet is largely ‘hidden’ data

Unstructured information (Visible Web)– HTML and text oriented

– Search-engine crawlable

– Difficult to analyze

Structured information (Hidden Web)– XML, structured information (auctions, tickets, cars, jobs)

– Lives mostly in walled gardens (eBay, Monster…)

– Not easily available to search engines

– Much of that can be syndicated

The hidden Web is 400-500x largerthan the visible

one

VISIBLE WEB

HIDDEN WEB

Source: Crawling the Hidden WebSriram Raghavan,

Hector Garcia-Molina


Implications of Syndication

BeforeUser fills form site stores data users search site


Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process

Web 2.0Web 1.0

Implications of Syndication

AfterUser fills form (publish) data is syndicated users get updates



Web 2.0Web 1.0

Aggregators

Blogs

RSS ReadersRSS Feeds

Closed Syndication or Branding

Browsers

Web PagesSearch Engines

Walled Garden

DBs

Internet Information Flows

Open Syndicationor Branding

Pings


Business Models – Internet 3.0

Publish(syndicate)

BlogsPhotosVideo

CGM

Subscribe

RSS readersCell phones

Web

Clients

Aggregate

Search EnginesSocial NetworksVertical Search

Tagging

Aggregators



Web 2.0Web 1.0

Blogs

AggregatorsRSS Feeds

Browsers

Web PagesSearch Engines

Walled Gardens

Newsgator

Bloglines

NetVibes

Firefox / Flock

SixApart

Edgeio

Blogger

WordPress

eBay

MonsterAutoTrader

TechCrunch

CraigsList

InternetExplorer

Y!360


Closed Syndication or Branding

Yahoo!Google

AOLMicrosoft

Pings

Open Syndicationor Branding

TechnoratiIceRocket

Weblogs.com

Ping-O-Matic



Web 2.0Web 1.0


PublishStuff

L.I.T

Confabb


And The UX?

Low latency

Superior UI

User participation

…….

User-centric


Overview



Consumer Enterprise

Business Models


In Enterprises….

• Blogs currently being used in two ways:

– Knowledge Management inside the firewall

– Marketing/PR/CRM outside the enterprise

Blogs are text-based


Syndication in Enterprises

• Primary examples are:– Documentation – Reporting

• True syndication currently limited to departments – Data in silos– E.g. technical writing, finance

Syndication is an organizational issue


Internet 3.0 for Enterprises

Most business systems today are ‘data’ oriented• Databases• Data warehouses

BUT, businesses don’t run on data….

Businesses run on ‘events’• New customer• Price change• Delivery notice• Spec change


Implications for Businesses….

• Within the enterprise– Syndication of information ‘events’ as a paradigm will

take hold• Sales lead management• Internal announcements

• ‘Outside’ the enterprise– Low cost XML distribution (again, syndication)– Publish/syndicate information

• Price changes• Supply chain• Product announcements


Enterprise Bus Models – Internet 3.0

Publish(syndicate)

BusinessEvents

Subscribe

Exception handling

Aggregate

AnalysisRouting


And the UX?

Services vs. data

UGC (User Generated Content).. e.g. blogs

Manipulate and ‘use’ data, not just presentation

Low latency (real time)

Data aggregation

Social Networking

XML-based

Integrated



Consumer• Open up the Hidden Web• Low cost to starting new business• VC models are threatened

Enterprises• Business systems become event-driven rather

than data-driven• Cost of deployment will drop dramatically• Implications for internal business structures


Conclusion


Structured Data (XML) Syndication

Event-based (Publish/Subscribe)

Participatory UX


Internet 3.0 – The Nervous System

The internet is evolving into a complex organism

Search is the memory

Syndication provides the basis for the nervous system