MarkLogic at JetBlue for Operational Documentation

Copyright © 2009 Mark Logic Corporation. All rights reserved. 1

Unlock Content™

Enabling Dynamic Assembly and Reuse of Operational Documents with SharePoint and Microsoft Word

John Kreisa Director of Industry Solutions

Mark Logic Corporation

Copyright © 2009 Mark Logic Corporation. All rights reserved. 2Slide 2

Operational Docs, So What?

Operational documents define and drive organizational behavior in services oriented organizations

Maintenance and publication of this information is time consuming and expensive

Example service industries: financial services, retail, hotels, airlines etc.

How do you make a Starbucks non-fat vanilla latte?How do you make a Big Mac?


Agenda - Outline

About JetBlue

The operational document problem

The solution – SharePoint, Word, MarkLogic Server

About Mark Logic


About JetBlue

Founded in 1998

9th largest domestic carrier

60 cities served, ~190 aircraft in service

600 flights daily

11,000+ Crewmembers

Headquartered in New York, primary hub at JFK

A new kind of value airline

High-quality service and product

Low operating costs

Brand strength


Agenda - Outline

About JetBlue



About Mark Logic


The Existing System Had Issues

Document system was manual-oriented

Flight Operations Manual (FOM)

Station Operations Manual (SOM)

Flight Attendant Manual (FAM)

Etc…

Document system was manually-maintained

Document system was ‘published’ to PDF

Document system was manually-accessed

Numerous outstanding internal ‘findings’ related to documentation


Intranet Home


JBDocs Home


Flight Crew Operating Manual (FCOM)

456 pages!!


And Content is Needed in Many Docs

Station Operations Manual (SOM) Flight Operations Manual (FOM) Ground Operations Manual (GOM)

Winter Operations1.0 De-Icing 1.1 Responsibility 1.2 Authority 1.3 Procedures

Section 1.3 Section 2.4 Section 5.2.1

FAA


Problem Definition – ‘Hard’ Factors

Comply with standards and regulationsAir Transportation Oversight System (ATOS)FAA, DoT, OSHA, EPA…

Content ownership at lowest sensible levelFrom “manuals” to “processes”

Provide for online accessCrewmembers and Business Partners

Provide for offline accessPilots in cockpit

Regulatory reviewFAA representatives need access

Future-proof the solutionInternational (IOSA)QMS, SMS


Bottom Line – They Had…

A problem that HAD to be solved

In their case: regulatory compliance

A problem that’s time-bound

In their case: beginning of 2009

A problem that’s clear-cut enough

In their case: comply with ATOS requirements

A current situation that’s bad enough you can’t just tweak it

In their case: the current manual system is compromised


Agenda - Outline

About JetBlue



About Mark Logic


Solution Requirements

Distribute authorship

‘Book owners’ are obsolete

Put ownership on the process owners and their SMEs

Use non-technical tools

But have XML as a base technology

Enable workflow and automation

Automate routing and approvals

Provide dynamic delivery to all consumers

Once approved content automatically flows to appropriate location


Solution Details

Make organizational changes

Create Corporate Publications group

Distinct from existing Technical Publications

Provide cross-departmental governance structure

Design system using corporate standards

Leverage authoring & management tools “crew members” are familiar with

Use standard content creation tools e.g. SharePoint and Word


Corporate Publications Group


Governance Structure


Technical Architecture

SharePoint UI

Content Creation & Assembly

Author workstations

SharePoint

Word + Add-in

Document viewerweb application

Synchronization Services

Laptops & handhelds

Workstations

Dynamic Content Delivery


Leverage & Enhance SharePoint

Leveraging SharePoint for library services and business workflows

Document review and approvals

Versioning

Enhancing SharePoint with dynamic publishing and reuse apps

Seamless automated bulk mirroring

Documents pushed to delivery infrastructure upon approval


SharePoint Managed Work Flow


Use Familiar Authoring Tools

Business users (SMEs) author documents

Find and reuse operational content from within Microsoft Word

Leverage Open XML

Enrich Word docs for search and analytics

Enhancing with with custom metadata

Rapidly assemble new policies and procedures

Improved productivity for non-technical authors

Avoiding expensive and complicated special-purpose authoring tools

Higher adoption rate


Office Example 1


Office Example 2


Office Example 3


Where Are They?

Create Corporate Publications group Charter cross-departmental governance structure Technical architecture

Designed Implemented - in-process Tested and launched -

Content development

Templates and metadata Identify process owners – Train and develop content – in-process


Agenda - Outline

About JetBlue



About Mark Logic


How We Help Our Customers

Integrate content from different sources

Repurpose content into multiple uses

Build custom documents and views

Deliver content through multiple channels

Search-and-discover previously unknown information

MarkLogic accelerates the creation information products


What Does MarkLogic Server Do?

Store content in a single centralized repository

Use XQuery to access, manipulate and retrieve

Search and locate content with pinpoint accuracy

Extensive full-text and structure search features

Analyze to understand and exploit what you have

Built in indexes to speed analysis of data

Deliver content to users in multiple contexts

Send content to multiple devices and users

The industry’s leading XML server


Q&A

Thank you

John Kreisa

Director of Industry Solutions

[email protected]

mailto:[email protected]


Addendum


About Mark Logic

Enterprise software and services company

Headquarters in San Carlos, California (Silicon Valley)

Product: MarkLogic Server

Industry's leading XML server

Accelerates the creation of information products

>150 top-tier customers

Elsevier, McGraw-Hill, Oxford University Press, O’Reilly Media, JetBlue Airways, US Army, JP Morgan

Strong financial backing

Sequoia Capital, Tenaya Capital


Recognized Technology Leader

EContent magazine “100” top digital content companies

Winner in 2005, 2006, 2007, and 2008-2009

Information Today Reader’s Choice Award

Best Enterprise Application in 2006 and 2007

KMWorld magazine“100”

Companies that matter in Knowledge Management

Winner in 2005, 2006, 2007, and 2008

Trend-Setting Product in 2008

SIIA “CODiE” awards

2005 Best Vertical Solution – Publishing

2006 Best Content Management Solution

2008 Finalist in Three Categories

Ranked 4th fastest growing IT company in Silicon Valley with 15,174% growth from 2003-2007 by Deloitte

http://www.kmworld.com/100.cfm


Representative Mark Logic Customers

http://www.ingramdigital.com/index.php

http://www.mheducation.com/home/index.shtml


MarkLogic Server Features

DBMS FeaturesXQuery 1.0 Transaction semanticsTriggers (CPF)Non-blocking read-consistencyPoint-in-time queriesGeospatial indexingBackup and recoveryAdministrationHigh-availabilityScalability and performanceAnalytics – facets and co-occurrence

Search FeaturesFull-text extensions to XQueryIntegrated XML and text searchFielded searchAlerting (“profiling”)Relevance tuningLanguage processing (stemming, tokenization, spell check)Entity extraction / enrichmentForeign language support Thesaurus supportTaxonomy supportXML classificationLexicons and lexicon frequenciesScaling architecture


Granular Access to Information

Does this table interest you?

Perhaps this list?

Or, take the whole section?

These paragraphs?


Fully Leverage Your Content

Article Book Report

Journal Assessment Item Case


Content Platform

App

Platform for Content Apps

OldPerpetual re-development

and fixed costs per app

VS.

Mark LogicContent platform reduces new app cost and speeds creation process

●●●

Decide what you want to buildGather, transform contentBuild app / delivery systemSee if it worksFixed costs per application

Gather content to create a platformDecide what you want to buildBuild app / delivery system on the platformSee if it works

App App●●●

App AppApp App


Centralized Information Platform

Content enrichment

App

Applications

App

DevicesDynamicStatic

Custom documents

Briefings

Reports

Policy

Metadata

HTML/XML

MarkLogic at JetBlue for Operational Documentation

Technology

compromised slide

approval slide

current manual system

governance structure

intranet home slide

jbdocs home slide

existing system

issues document system