Unleashing the Power of Web Based Content

Stefan Andreasen, Founder & CTOKapow Technologies, Inc

November 2007

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Company History Europe’s largest on-line real estate marketplace (1998-2002) Transitioned to enterprise mashup server software (2002

forward) Moved HQ to the US in 2005

250+ customers across US, Asia and Europe AT&T, Bank of America, Wells Fargo, Credit Suisse, Intel,

Vodafone, TSA, Audi, Novartis, Deutsche Post, DHL, Visa Strategic Partnerships

IBM, BEA, Attachmate, Oracle, FAST, EMC/Documentum Products

Kapow Mashup Server 6.3 - 8 years in making, mature, proven, highly scalable, enterprise-ready platform

build and share data API’s and feeds for mashups

Kapow at a Glance

Competitive advantage from better interactions

Source: McKINSEY & COMPANY

20%20%TransformationalTransformational

40%40%TransactionalTransactional

40%40%TacitTacit

Extraction and conversion or raw material

Producing goods

Comlex interactions (decision making,

collaboration, knowledge work)

Creating the value

Routine interactions (standardized,

invariable tasks)

Running the machinery

Opportunistic Projects for

Competitive Agility

Focus for IT investments

Western World

IT usage & ROI

Systematic Projects for Conservative

ReliabilityAlready optimized

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Systematic vs Opportunistic IT Projects

Opportunistic Projects for Competitive Agility

Individual, Departmental, Data Centric, Do-it-yourself, Web based, Collaborative,

Ajax, RIA, Portlets,Mashups

Systematic Projectsfor Conservative Reliability

Company Wide, IT- Controlled, Task Centric, Scalable, High Volume, High Security, Nonstop

Evolution of Web Applications into Mashups

Source: Rod Smith, IBM

What’s a Mashups? -You’re likely already doing it…

Research Reports

Data Mining

Price Comparison

Business Reports

Management Dashboards

Business Intelligence

Reputation ManagementProduct Evaluation

Market Analysis

Fundamental content

The components of a Mashup

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Presentation layer

Data layer

Value-add content

Mashup Builders

Mashup Infrastructure

Logic layer

The value of mashups are in combining content

Housingmaps mash up google maps and craigslist

Based on everyones content

Specialized content increase value

o School district ratings

98

9698

95

97

o Places of worship, LinkedIn/MySpace network, etc

o Fault lines

Classes of Mashup Data Sources

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Fundamental content

Value-add content

Unstructured content Specialized content Differentiating content Often no standard API or Feed Hard-to-get-to content

Structured content Standard content Subscribed content Content everyone can get if they

want to

There is a goldmine of content on the web/intranet:

Blogs, social media, communities matter on the web now Worldwide interest rate data Energy Markets Real-estate listings Compliance announcements SEC filings Edgars information Corporate Actions

Some companies are looking to create more meaningful time series from the web that can be “mashed up” quickly into applications (true R.A.D.)

Others are looking to triangulate information for compliance reasons The Companies that can get to the right content at the right time and

figure out how to mash up information most effectively will be the big winners

It’s all in the browser

The largest challenge for Mashups Today Too few APIs and feeds exist to content

APIs and content feeds difficult to create

Existing content collection tools optimized for structured enterprise data sources

Exponential growth of web content has created a huge source of valuable content

Web 2.0 further drives content generationThe #1 obstacle to the benefit of

value-add content is the lack of standard feeds or API’s

The“The Long Tail”

perspective

September 2007: Over 55M Active Web Sites

Total Sites Across All Domains August 1995 - Sept 2007

Only 517 Mashable

Feeds

# of

Use

rs

Have API’s

Unlikely to have API’s

Only the Largest websites have API’s to their content

craigslist

The vast majority of sites have no API

to their content

It’s The Same Story Inside The Enterprise

Large International Enterprise: “We have

over 6000 internal web sites and no

APIs.”

# of

Use

rs

Have API’s

Unlikely to have API’s

CRM

HR

ERP

Vertical or departmental applications

The Higher Value Data is in the “Long Tail”

Foundation Content

Value-adding Content

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Kapow Mashup Server Family

Portal Content Edition

Web 2.0 Edition Content Migration EditionETL for the Web

Data Collection Edition

openkapow

For mashup developers to build and share feeds and API’s

Supports latest Web 2.0 standards: RSS, ATOM, REST

Supports mashup builders from Google, Yahoo, IBM, & BEA

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Demo time