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XML in action: a closer look at how the technology inspires creativity and innovation.

Article Excerpt
Organizations of various sizes and industries are using XML in equally diverse ways to improve the efficiency and effectiveness of their business operations. The technology is also helping companies discover innovative ways in which to generate new revenue opportunities. Both internally and externally, companies are finding XML to be a valuable enabler in helping employees improve how they complete tasks and serve end customers, and how customers serve themselves. Here are four examples of how companies, from publishers to car manufacturers, are able to repurpose and reuse their valuable content to either enter new markets or better serve their current ones.

XML ENABLES WILEY TO FURTHER ITS CONTENT STRATEGY

For years, publisher John Wiley & Sons has created platforms in which customers can gain easy access to Wiley content in a variety of formats. For instance, Wiley InterScience, an online database of scientific and technical content, was launched by the publisher in 1997.

XML technology has enabled Wiley to continue to build on its strategy of making the most of its content through the creation of Wiley Custom Select, a publishing application launched less than a year ago. Using MarkLogic Server, an XML server, Wiley can store content, make that content more easily searchable, and essentially reassemble it into new products that can be converted into various formats. "Because of how quickly you can search information and deliver it, to a webpage, for example, it allows you to imagine new kinds of digital products," says John Kreisa, director of industry solutions for Mark Logic.

Wiley has worked with Mark Logic on other projects. But this particular initiative began late in 2008 and was released into the marketplace in February. "In order to continue the transformation of our business, XML is a foundational piece of that strategy," says Gregory St. John, VP of web publishing technologies for Wiley. "Customers want our information, but they want it in a lot of different ways. Print is one of them. But print is immutable. You can't change it or manipulate it. Online you can. To have that, we need to have it in XML so we can create products on-the-fly for our customers the way they want them."

"Wiley Custom Select is...

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