Kellogg Mark Logic 2010 User Conference

MarkLogic Past, Present, and Future
Dave Kellogg, Chief Executive Officer
May 4, 2010

Slide 1 Copyright © 2010 MarkLogic® Corporation. All rights reserved.

Our New Name

 MarkLogic, not Mark Logic
 But Tracy already covered this (“Gallic subtlety”)

 Good for hashtags: #Mark Logic never worked
 #MarkLogic does!

 Begs question
 What do you call employees?

Slide 2
Slide 2 Copyright © 2010 MarkLogic ® Corporation. All rights reserved.
Copyright © 2010 MarkLogic® Corporation. All rights reserved.

What To Call MarkLogic Employees?

 ML-ers Statement
If I had eaten more at
 Former employees would be “ex-ML” breakfast, I would not have been
hungry at 11 AM.

 MarkLogicians Analysis
On Lewis’s account, the truth of
this statement consists in the fact
that, among possible worlds
 Misanthropes where I ate more for
 Actual employee suggestion breakfast, there is at least one
world where I am not hungry at
11 AM and which is more similar
to our world than any world
where I ate more for breakfast
but am still hungry at 11 AM.

Slide 3

Topics

 State of the company
 The mission
 The strategy
 The technology
 The movement

(Am I clicking OK, Virginia?)

Slide 4

State of the Company

250
Employees

200

150
removed
100

50

0
2004 2005 2006 2007 2008 2009 2010P

 Outstanding revenue growth
 Excellent cash position
 Over 200 customers
 High customer and employee satisfaction

Slide 5

The Mission

 Change the database market
 What you can store/manage
 How you build applications
 How you derive insight

 Trend towards DBMS specialization
 General vs. special-purpose systems

 Changing infrastructure is hard work that takes a while
 They call it disruptive for a reason
 Flywheel effects

Slide 6

The Strategy

Systematic vertical market development

 Fundamentally horizontal technology
 Organic approach to market
Govt
 Emergent strategic focus
 “Double down”
Media Finsvc
 Internationalization

OEM

Enterprise

Slide 7

The Strategy: Vertical Focus

What does vertical market focus mean?

 Geography: exploit industry clustering, where present
 Employee and offices

 Expertise: speak the language of the customer
 Organization and focus
 Consultant vs. media consultant

 Product requirements: “product completion”
 Similar customers pull in similar directions

Slide 8

The Strategy: Use-Case vs. Vertical

Verticals as means to broad horizontal platform

Industry

XML repository

Custom publishing
Use-case

Search applications

Metadata catalogs / ISE

Content analytics

Semi-structured data

Threat intelligence

Slide 9

Removed

Slide 10

The Technology

Next-generation database management system

 MarkLogic Server is an XML Server
 A special-purpose database management system optimized for
{ XML | semi-structured information}

 Christopher Lindblad didn’t set out to make an XML server
 3 S’s: speed, scale, semi-structured information
 XML and XQuery were implementation choices

 Hybrid nature of the product sometimes confusing
 Man/beast, clock/radio, Robocop

Slide 11

The Technology: Hybrid

 We should expect a next-generation DBMS to be more than a
traditional DBMS

 A re-think, not just a re-write
 Deliberate non-respect of traditional boundaries

 Elements of four classical systems
 Database management
 Search engine
 Application server
 Content management

Slide 12

The Technology: Information
Infrastructure

MarkLogic is infrastructure for information applications

Documents

Data Search
engine

Tear down
DBMS this wall!

Information
Infrastructure

Slide 13

The Movement: NoSQL
SQL

 NoSQL is organic movement against the universal use of
RDBMSs, led largely by web 2.0 companies
 Open source projects like Hadoop, Cassandra, and CouchDB
 Numerous motivations: scale, relaxed transactionality, anger at
Oracle, cost, impedance mismatch, unstructured data, coolness

 Databases are interesting again for first time in 30 years

 Technologies include key-value stores, caching
mechanisms, document databases, and graph databases

Slide 14

Why I like NoSQL

 It’s removing blinders
 Hey, I don’t have to use Oracle

 It’s making people think about documents instead of tables
 In our business, we think of these items as documents, but when
we store them, we shred them into 50 tables …
 We’re starting to wonder if we should do that

 MarkLogic is a document database
 The XML document is the native modeling element

Slide 15

NoSQL: Babies and Bathwater

 You don’t have to throw out the commercial DBMS software
baby with the relational bathwater
 Commercial software at higher abstraction level and is supported
 DBMSs care a lot about data integrity

 NoSQL should not mean NoDBMS or NoCommercialSoftware

Slide 16

Some MarkLogic-Related NoSQL
Posts

Slide 17

Software Archeology

Slide 18

Please Follow Me!

 www.kellblog.com
 twitter.com/kellblog

Slide 19

A Final Thought

Worlds where I Worlds where I Worlds where
ate more for am not hungry they let me run
breakfast at 11 AM companies

Worlds similar
to mine
Thank you and enjoy
the conference!

Slide 20

Kellogg Mark Logic 2010 User Conference

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