image We asked technology guru Dave Kellogg, CEO, Mark Logic Corporation to share with you his predictions for the coming year. Check out Dave’s list to see which tools, techniques, and technologies will make news in 2009. Then, add your predictions to the list (using the “Comment” feature at the end of the article).

Dave Kellogg’s Top Ten Content Technology Predictions for 2009

  1. Component-based authoring move beyond technical publications—While the Darwin Information Typing Architecture (DITA) and other component-based authoring approaches have seen increasing use within the technical publications community, in 2009 we will start to see more broad use of a component-based authoring in areas like operations and marketing.
  2. Microsoft SharePoint will continue its strong marchSharepoint will continue undercutting the high-end enterprise content management (ECM) products and making basic content management functionality more accessible, and more affordable, for the masses. Customers will increasingly spurn bloated ECM suites in favor of SharePoint.
  3. Enterprise XML content repositories emerge—Organizations will increasingly want to aggregate their content in an enterprise content repository in order to maintain a single copy of record, maximize re-use, and enable sophisticated content analytics. For the same reasons that organizations create data warehouses, they will increasingly create content warehouses. In 2009, that trend will start.
  4. Content goes offense—In 2009, organizations will play both offense and defense with their content. For the past several years, enterprises have viewed content as defensive:  How do we produce the documents we must in e-discovery?  How do we comply with Federal Rules of Civil Procedure (PDF)?  In 2009, organizations – having implemented the baseline stay-out-of-jail requirements – will then ask: How can we use this content offensively?  How can we better leverage our content to drive our business?
  5. Cloud confusion will end— Right now many people are confused at the distinction between cloud computing and software as a service (SaaS). In 2009, they will realize SaaS is simply one type of cloud computing, and SaaS vendors will increasingly offer APIs that make their application components available as cloud-based platforms. Publishers will continue to turn into IaaS (information as a service) vendors. And Amazon and Google will continue to compete in offering “the other IaaS” (infrastructure as a service) with offerings like Amazon Web Services and Google App Engine.
  6. Power, space, and cooling will become, pardon the phrase, “hot” items— Organizations will increasingly worry about the power, space, and cooling requirements of their content infrastructure, whether it’s hosted in the cloud or run in-house. Server consolidation and virtualization will continue to play a major role.  Customers will increasingly want their content infrastructure to run on relatively more efficient racks of commodity hardware over specialized high-end servers.
  7. XML will be dubbed an “overnight success”— In 2009, with Adobe, Microsoft, and other leaders embracing XML as their standard format (see Adobe XML Framework and the Microsoft XML Developer Center), organizations will wake up to discover that the majority of their content is in, or will shortly be in, an XML format.  After more than 10 years since its invention, XML will then be dubbed an overnight success based on its new ubiquity.  Like most innovations in IT, XML will be another overnight success that was more than a decade in the making.
  8. Metadata will continue to rise in importance—With the never-ending explosion in information, metadata will continue its ascent in helping to enable findability and navigation. Entity identification, fact extraction, and other semantic enrichment tools will continue to expand in popularity.  Baseline extraction identification will commoditize, being seen in 2009 the way spelling correction was in 2006. 
  9. Markup goes inline—Content enrichment through in-line markup will start to be seen as clearly superior to extracted metadata. Using conventional infrastructure (e.g., a search engine and a relational database) “extracting” metadata is clearly the best approach (e.g., pulling out a list of cities from a document collection and storing in a database which cities are referenced in which documents). In 2009, organizations will start to realize that the value of content as an asset can be increased by not extracting metadata, but instead by directly enriching the content with in-line markup.  Such an approach increases the value of content over time and enables more powerful and more precise queries than extraction.
  10. Enterprise search engines will get caught between a rock and a hard place—The rock is the Google Appliance which will continue to wipe out the basic “crawl and index” enterprise search market. The hard place is a new generation of platforms / databases built to enable content and data/content applications.  The XML Query language (XQuery) will be at the heart of these next-generation platforms.

What do you think?

Did Dave miss a prediction? Do you see something in your crystal ball that will come to fruition in 2009? If so, leave a comment (using the “comment” function at the end of this article) to share you prediction with the masses.

About Dave Kellogg

Dave Kellogg is CEO of Mark Logic Corporation, a company which develops and markets an XML server. Prior to Mark Logic, Kellogg was SVP of marketing at Business Objects (BI), VP of marketing at Versant Corp (ODBMS), and worked in both technical and marketing positions at Ingres Corp (RDBMS). You can contact Dave via email. To keep up with Dave’s work, subscribe to his blog.