Opening keynote address at Web Content 2009 in Chicago.

1. Beyond Publishing:
What Comes Next Joe Gollner
VP Enterprise Publishing Solutions
Stilo International
Copyright © Stilo International 2009
jgollner@stilo.com

2. Scenario: Personalized Newspapers
Good News but Slightly Retro
Publishing
Modular
Content
Multiple Renditions
Specialized
Components
Metadata Real-Time
Resources Personalization
Processes
Modularized content 1996 – Present…
Database storage & retrieval
Dynamic assembly
Personalized rendition

3. Convergence – Content & Technology
Convergence – Jackson Pollock (1952)

4. Beyond Publishing: Topics
A Brief History of
Content & Technology
The State of the Publishing Art:
Five Scenarios
Beyond Publishing:
What Comes Next?

5. A Brief History of Content & Technology
In the Beginning
…were table(t)s…
…and
books…

6. Memex
Adapting to the Exponential Growth in
Knowledge Resources
Seeking a new
medium in which
documents would
become more
manageable &
more dynamic
1940 1960 1980 2000

7. Knowledge Application with Technology
Leveraging Knowledge through Automation
The modern organization cannot survive
without automation as a means to
encapsulate & leverage knowledge
1940 1960 1980 2000

8. Augmenting Human Intelligence
Leveraging Automation to Assist Personal and Team Productivity
Douglas Engelbart
Workstation - 1966
An integrated working environment
in which “paperwork” was
performed electronically
& with great efficiency Workstation - 1968
1940 1960 1980 2000

9. The Internet
Connecting Organizations
to form Knowledge Enterprises
Combining the capabilities
of research facilities to undertake
more challenging projects
1940 1960 1980 2000

10. The Vision of Hyper-Text
Envisioning content forms that reflect how people think and collaborate
Theodor (Ted) Holm Nelson
1940 1960 1980 2000

11. Proprietary Content Formats
Limiting the Interchangeability and Usefulness of all data types

12. CALS – Tackling the Interchange Problem
PROBLEM INTERIM SOLUTION GOAL
STDS
Supplier Client Supplier Client Supplier and Client
1940 1960 1980 2000

13. Standard Generalized Markup Language (SGML)
1940 1960 1980 2000

14. SGML
SGML
Reflected human communication patterns
Provided substantial flexibility
Automated processing was “difficult”
Adopted in documentation-intensive sectors
Military, Aerospace and Commercial Publishing Charles Goldfarb
The Father
of SGML
The Key Innovation of SGML:
naming something (understanding) is different than
describing what should be done with it (behaviour)
naming something is the important part
naming something and defining its behaviour
benefits from sophistication

15. The World Wide Web
Where there’s a Will there’s a Way
1940 1960 1980 2000

16. World Wide Web – The Success of Simplicity
Original Objective (1989)
“to allow information sharing within
internationally dispersed teams”
HTML: a simple use of a complex standard
Sir Tim Berners-Lee
The Father
The Key Innovation of the Web: of the Web
deciding what to do (intention) is different than
determining how it should be done (execution)
deciding what to do is the important part
communicating an intention and successfully executing it
benefits from simplicity

17. Extensible Markup Language (XML)
Source: Microsoft
1940 1960 1980 2000

18. The Key Innovations of XML
The Key Innovations of XML:
Fusing the innovations of SGML and the Web
naming something (understanding) is different than
describing what should be done with it (behaviour)
deciding what to do (intention) is different than
determining how it should be done (execution)
Yuri Rubinsky
The Spiritual Father
XML exhibits an unresolved tension between of XML
Sophistication
to meet the needs of application integration
Simplicity
to meet the needs of people interacting with technology

19. XML
The driving focus for XML
has been facilitating a revolution
in the way technology
applications are designed,
developed and deployed
This addressed the failure of
preceding approaches to adapt
to genuinely open systems
This focus explains a great deal
about the character of XML

20. Service Oriented Architectures (SOA)
Source: Microsoft
1940 1960 1980 2000 2010

21. Web 2.0 – The Social Web
The second Emergent
revolution in consequence
web adoption of integration
1940 1960 1980 2000 2010

22. Web 2.0 – All About Engagement
Web 2.0 has been called “The Participatory Web”
Key technical elements include:
AJAX – Asynchronous JavaScript and XML
simple syndication protocols – RSS / ATOM
simplified web services – Aggregator APIs
Folksonomies – collaborative tagging
Processable content – XHTML / CSS / Microformats
Addressable, traceable, dynamic, collaborative content – wiki / blog
Much closer to the original idea behind the ‘web’
The centrality of XML in making this possible is often missed

23. The Semantic Web
Introducing a formal, interchangeable
expression of meaning suitable to
automated processing.
Essential for marshalling radically
distributed services.
Content for Machines
1940 1960 1980 2000 2010

24. The Age of Derivative Content Applications
The Next Generation of Derivative Content Applications
Draw upon massive volumes of content
Rely heavily on reusable
portable application modules,
standard interfaces,
cloud resources,
& intelligent content
Evolve rapidly to meet new
demands and to leverage
the availability of new resources
Leverage the convergence of content
& technology to support a new order of performance

25. From Convergence to Performance
The potential provided by convergent technologies
is not enough to realize improved performance.

26. The State of the Publishing Art: Five Scenarios

27. Encyclopedia
On Demand
Textbooks
Academic
Portable
Public
Advanced Portal Scenario
Russian Academic
Knowledge Portal
Variable Output Document
& Knowledge Architecture
(VODKA)
Managed Artifact Retrieval,
Transformation, Integration &
Navigation Infrastructure
(MARTINI)
Ontology Language
Integration & Validation Environment
(OLIVE)

28. Scenario: Integrated Education Portal
State-of-the-art environment integrating
• Content Management
• XML conversion & authoring
• On-demand personalized publishing
• Dynamic generation of a portal
• Delivery of content & working documents

29. Scenario: Software Engineering Solution
Key Points:
Replaced CASE
tool with XML
content describing
system design
Primary output:
- Executable code
Improved
- Quality control
- Team collaboration
- System adaptability

30. Multiple Content Sources
Dynamic Support
Open Intelligent
Standards Content
Performance Support
Intelligent
Global Content
Testing Server Compliance
24 / 7 Prioritization
Task Rules
Security
Distribution Templates
Manager Manager
Contextualized Tracking
Reporting
Stylesheets
Quality Rules
Responsive Requests Feedback
Intelligent
Publishing
Publishing Services Services
Wiki PDF
Multi-format
Legacy formats
exist for a reason
MS
Multi-mode Word
HTML
Tool functionality
as well as information Tools
Dynamic
Delivery
Application components

31. Scenario: The Complete Aircraft Content Lifecycle
Creating a continuous connection between governing
standards, the manufactured aircraft & the support regime
Publishing outputs:
Dynamic content
Documentation
Software
Content
Physical parts Logistics
Evolution
Design Document
Notes
Guidelines Services
Plans Changes
Process Data
Specifications Production Services
Intent Issues
Part Logic
Deviations
Standards Services
Operational
Design
Feedback
Manufacturing

32. Beyond Publishing: What Comes Next?

33. Publishing will more directly inform Performance
Publishing Content
No longer only a matter of
informing people with relevant
and timely information
It is now also a matter of
equipping people with the
tools & materials needed
to perform quickly & effectively
Real World Examples
Email that embeds links to
tailored application components
Manufacturing task instructions
that come with dynamically
generated parts

34. One Step Beyond
Publishing Content is a Commitment
Where did it come from?
Who did it go to?
What exactly did it say or do?
Who needs it now?
How was it used & to what effect?
Publishing services are persistent resources
These resources help people & organizations perform optimally
They form a graph of all friendly publishing resources
that can help & that can be assembled dynamically
Published content becomes a Friend of a Friend (FOAF)

35. The Publishing of Intelligent Solutions
Intelligence
The ability to acquire & apply
knowledge (OED)
Intelligent Solutions
Dynamically assembled
Responsive to needs
Highly adaptable
Apply current knowledge
The Publishing of Intelligent Solutions
Shared knowledge managed as content is leveraged
to guide technology & enhance business performance
in a way never before possible

36. It’s All about Web Content
Questions & Comments
Contact
Joe Gollner
VP Enterprise Publishing Solutions
Stilo International
jgollner@stilo.com
joe@gollner.ca