How The Internet Will Determine the Future of Publishing

HP Laboratories

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June 11, 1998 Hiro:Documents:Giordano Beret

How the Internet wdetermine the futurpublishing!

rdano Beretta

lett-Packard Laboratoriesging Technology Department1 Page Mill Roado Alto, CA 94303, USA

://www.hpl.hp.com/personal/Giordano_Beretta/

http://www.hpl.hp.com/personal/Giordano_Beretta/

HP Laboratories


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Outline

Printing from the WWW is hard

Printer markets

Terminology

The hotting of the Web

Historical perspective

Knowledge and structure

Software tool opportunities

Conclusions

http://www.hpl.hp.com/personal/Giordano_Beretta/

HP Laboratories


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• edium

• formation

• o be the

best

in

• inked but

Wil I:

But ?She


The problem

World Wide Web is the hot new publication m

Paper is the best medium to present written in

To own the digital printing market you have tprinting information off the Web

Web printing is hard because Web pages are ldisconnected: poor structure

liam Shakespeare, Romeo and Juliet, act II, scene I, soft! what light through yonder Windows breaks speaks yet she says nothing: what of that?

HP Laboratories


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A s

• inting

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• iewing


Why printing on WWW is hardProblem

tarting point:

Web printing is hard because in traditional pr• the author decides contents, structure, and appearance

… while on the Web• the author decides contents and structure• the reader decides the appearance

Web designers optimize material for on-line v• high-concept design• attention grabber• multimedia• dynamic

HP Laboratories


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erpress (relief)rinters

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•

tronix, Xerox, …

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Four printer markets

Commercial presses• offset lithography (planographic), gravure (intaglio), lett• web, sheet-fed, multicolored, arbitrary finishing, trade p• Heidelberg, Roland, Xeikon, Indigo, …

Enterprise (production) printing systems• Electrophotography, solid-ink jet• Scitex, Tektronix, Xerox, …

Department (workgroup) printers• Brother, Canon, Hewlett-Packard, IBM, Lexmark, NEC, Tek

Individual (desktop) printers• Canon, Epson, Hewlett-Packard, Lexmark, NEC, …

HP Laboratories


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PressFour printer markets

Typical performance: over 10,000 forms per ho

Requires high capital investment

Complex make-ready

Maximum flexibility

Optimal for long runs

USA: 4% of GNP

HP Laboratories


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OutlookFour printer markets — Press

Direct to press

Pre-press will disappear

Shorter runs become viable

Personalized printing

Lowest cost per page

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Enterprise (production) printerFour printer markets

Typical performance: over 200 pages per minu

Medium capital investment

Run by trained operator

Application: print on demand

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OutlookFour printer markets — Enterprise

Combination with e-commerce canopen new markets

Copyright problem (branding, DOI1)

Challenges:• workflow• finishing• paper stock

igital Object Identifiers: electronic marking, system to track goods in digital commerce

Giordano Beretta

Source: Jost Amann, "Ständebuch," 1568 The bookbinder. I bind all kinds of books / Religious and secular / large and small / In parchment or just boards And fit it with a good lock And grips / and engrave them for decoration / Also at the beginning I flatten them / On the sides I apply gold on the cut / With this I earn a lot of money.

HP Laboratories


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Department (workgroup) printFour printer markets

Typical performance: over 30 pages per minut

Low capital investment

Shared in a workgroup

Internet printing

HP Laboratories


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rarchy

•

ifferentiation

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ding of drivers

•

/

tions and operating


Internet printingFour printer markets — Department

Print to URL for document delivery• challenge: across firewalls, key management (CA), PKI hie

HTML queue status from URL• challenge: printer vendors customize HTML for product d

Web point and print• challenge: hot link in HTML view for automatic downloa

For more information see http://www.pwg.org• Printer Working Group — “make printers and the applica

systems supporting them work together better”

http://www.pwg.org/

HP Laboratories


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• n on enterprise nks to Internet

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OutlookFour printer markets — Department

Remote diagnostics and servicing now commoprinters will be standard on these printers tha• firewalls protect manufacturers from competitors

Driver and color management problems• Windows NT 5.0 will have better integrated drivers …• … and color management

Battlefield for market-share wars

HP Laboratories


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el I/O interface porttask


Individual printersFour printer markets

Typical performance: over 2 pages per minute

Cost is typically expensed

On network, but for personal use• different from personal printer, which is local on a parall• several printers per household, use best printer for each • Hewlett-Packard JetSend technology

• Internet connection can be used for gathering marketing info

HP Laboratories


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Business modelFour printer markets — Individual

Many inexpensive printers• no margin on device, razor-blade model• profit on consumables

Idle most of the time• low volume use• obsolete before broken

Motivate users to print a lot• bundle project kits with printers• make project kits available over the Internet• how can consumer be enticed to use them?

Keep introducing new models with incrementimprovements

HP Laboratories


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• lor

duction

daries


OutlookFour printer markets — Individual

Highest cost per page• source for lucrative consumable business• exploit vanity factor

Problems of printing HTML information must • cascading style sheets

End-users will not calibrate their devices for coreproduction• color fidelity is an oxymoron in this market segment• … yet Internet shopping requires predictable color repro• new concept: color integrity• exploit partial chromatic adaptation, respect name boun

HP Laboratories


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• hem at the

l

p

p

generalist

retribalizes

casually structured town

rustic

F.D.R.

war

aphorisms

non-literate culture

twist

cool jazz

cool


TerminologyMarshall McLuhan: media hot and cool

Mass media: everybody becomes involved in tsame time

hot coolow participation high participation

excludes includes

radio telephone

movie early TV

high definition low definition

honetic alphabet ideogrammatic chars

aper (for writing) stone

lecture seminar

book dialogue

glasses dark glasses

specialist

detribalizes

intensely filled-in city

city slicker

Calvin Coolidge

bomb scare

self help books

high literacy culture

waltz

hot jazz

hot

HP Laboratories


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l

nal

visionaries

f practicewledge network

ty

alue

k even

wer

quality


Hot & cool marketsTerminology

Hot Cooconsumer professio

followers early adopters,

meme complex community oEKN—extended kno

brand management integri

entertainment value added v

charge what the market will bear try to brea

high-concept tool’s po

profits on quantity profits on

HP Laboratories


17ium

• t medium

• l village

weaving a thread

Se nablersg, flexibility, bindery

e le sheets, e-commerce

de + XML + Javanowledge networks

i y consumables product cycles


The Web as a cool or a hot medTerminology

People will print because paper is a convenien

Traditional contents has no value in the globa• in the e-media the container is gone• copyrights protect an expression, not the idea• collections can be created on the fly from components by

gment Medium Key market Epress hot low per page cost customizin

nterprise hot print-on-demand cascading sty

partment cool community of practiceEKN

ODBstructure/k

ndividual hot consumer, conveniencevanity factor

fancrapid

HP Laboratoriesta:Research:HP Talks:W3 Structure:Tendenza.fm

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• r the market

•

•

Me ical pressures


The hotting-up of the WebMedia conglomerates

Maturity of Internet allows big players to entedirectly• no pioneer phase• very high entry price

Hybrid magazine/news-service/television• Web sites organized like TV channels• Web sites organized like magazines• same with TV tie-ins• ephemeral (paper as archiving medium)

High-concept designs• alliances with Hollywood, Digital Coast• buy contents in Multimedia Gulch & Silicon Alley

dia: amalgam of forms blurred under epistemolog


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•

• the advent of

sarily print wellpi

• ir style should

•


The appearance problemThe hotting-up of the Web

Designers work with space

15 years ago a similar problem occurred with WYSIWYG text editors:• a document that looks well on the screen does not neces• different fonts are more readable at 72 dpi than at 600 d• printed documents easy to browse by thumbing…• …on-line document easy to browse with nesting levels

Documents are frequently repurposed and thebe easy to modify with global operations

Solution: style sheets• Example: Tioga editor in Cedar


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•

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• ssionals, like r, StyleMaker, Cascade,

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• Style/css/


Cascading style sheetsThe hotting-up of the Web

In-line style commands, no printing support

Formatting model: box oriented

Tools currently available mostly only for profeFrameMaker 5.5, Interactor 1.1, DreamWeaveSymposia doc+ 3.0, PageSpinner, Sheet Stylist,QuickSite 2.0

Most people’s browsers are pre-CSS

For more information see http://www.w3.org/

http://www.w3.org/Style/css/


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• tent creators

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Future requirementsThe hotting-up of the Web — CSS

Support in major authoring tools for Web con

Specific support for various targets• fast or slow link view• PDA view• hard copy• read or browse• different environment capabilities• different audiences• …

Define concept of a page• positioning• isolated text (widows and orphans)• fonts

http://www.w3.org/Style/css/


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•

•

•

• ubstitutablef things rather than


Technology becomes invisibleThe hotting-up of the Web

Uniform Intel hardware architecture• PC’s are a commodity• affordable

Uniform software• Windows NT, CE, and 98 platforms• middleware / customized applications

Uniform Internet carrier infrastructure• Who will be the next Ma’ Bell?• Worldcom? British Telecom?

Systems have become a commodity: they are s• the accumulation of wealth will come from the naming o

the making of things


23erty

•

• federal copyright

nse it to on-line blisher

• ng a thread

• with an idea


Show stopper: intellectual propThe hotting-up of the Web

Concepts behind copyrights• Ideas and facts• Expression of ideas• Fair use

Copyright holder in a collective work• Tasini vs. New York Times (based on section 201 (c) of the

law)• author retains the rights to individual article and may lice

publisher without permission from or payment to the pu• Steve Lohr’s article in New York Times of August 14, 1997• http://www.nwu.org/nwu/tvt/tvtrule.htm

Collections can be created on the fly by weavi

Conclusion: What counts is what can be done

http://www.nwu.org/nwu/tvt/tvtrule.htm


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• serverrcial profit without

a link to another

• u are?y giving authorities

ll members of society


Show stopper: inlining, trustThe hotting-up of the Web

Inlining: include an image on somebody else’s• considered antisocial because contents is used for comme

establishing a formal relation• Georgia law (1996) requires explicit permission to include

site on a Web page

Trust: how can I know you are who you say yo• ID cards help solidifying strong society & good behavior b

ways for holding people accountable for their actions• identifications permit trust & commerce, which benefit a• digital certificates:

• who is the authority? • how do you enforce it?• only Georgia has a law


25wledge

• that enriches

• wayfarer; the liance of the

• ose in brilliance

It is


Show stopper: the value of knoThe hotting-up of the Web

Communicating knowledge is no longer a giftthe receiver without impoverishing the donor

Roman wayfarer lighted the torch of a fellowlatter’s torch shined without reducing the brilformer’s torch

Today, if I communicate my knowledge I will l

a rat race; even if you win you are just a rat


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•

• esf criminal abusers

re (PKI)

• ch document

• detected?visual appearance


Web securityThe hotting-up of the Web

Transport with secure socket layer (SSL)

Identity: server and clients exchange certificat• Role of certificate authority (CA): allow the prosecution o

(a small minority)• Problem: building an international public key infrastructu

Signature: certified encrypted checksum of ea(one-way hashing)

Signature proves authenticity, how is forgery • current law practice: unauthorized document with same • trendy research: watermarking of images• copyright law does not require proof of mechanical copy


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• bal village

•


Value of knowledgeThe hotting-up of the Web

There are no enforceable copyrights in the glo• Tasini vs. New York Times: publish early and publish often• http://www.nwu.org/nwu/tvt/tvtrule.htm

What counts is what can be done with an idea

http://www.nwu.org/nwu/tvt/tvtrule.htm


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• grarian to

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• t future

• nd count:


Historical perspectiveThe industrial revolution

Traumatic social event in the transition from aindustrial civilization

Work on fixed schedule, including Mondays

Children are burden instead of asset

Dependence on industrialist, uncertainty abou

Industry needs workers that can read, write, aintroduction of the mandatory school system


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•

•

• indefinitely

•ds to boredom


Søren KierkegaardHistorical perspective

Birth of the tabloid press in the 1850s• Hubert Dreyfus, UC Berkeley

Leveling of information• everybody is interested in everything• nothing is too trivial or too important

Accumulate information—postpone decisions• nobody takes action, nobody is responsible for truth• no risk in action: there is no mastery, just gossip

Æsthetic sphere of existence• inability to distinguish between trivial and important lea• 1996: standardization efforts to control appearance


30odern

• illage is very

• lly

•

Ca

ach

ex

ory legend

ment violence

rt dream

lture banditry

itics prophecy

zen Nomad


New value system for the post-mHistorical perspective

The value system of the nomad in the global vdifferent from that of the modern citizen

Commercial success: Think locally — act globa

Lewis Lapham’s series of antonyms:

itizen Nomaduthority power

ievement celebrity

doubt certainty

science magic

perience innocence

build wander

happiness pleasure

literature journalism

civilization barbarism

will wish

peace war

Citizen Nomadhist

argu

a

agricu

pol

Citi


31g

• ratingtend their influence

way…in growthecialist and enly reassembling annels get clogged

• purchases a ification in a

• ame time it an manage


Global village: after a swan sonHistorical perspective

Cultures dawn by bloating up before disinteg• with the increase of communication speed, powers can ex

from the center to a margin that is increasingly farther a• …until the communications channels can no longer susta• the speed of electronic communication is such that our sp

fragmented civilization of center-margin structure is sudditself into an organic whole when the communications ch

Arnold Toynbee: “A disintegrating civilizationreprieve by submitting to forcible political unforcible state”

We are in a hectic period of M&A and at the sbecomes ever harder to find executives that cthese large and complex companies


32ltants

•

•

•

• y


A society of independent consuHistorical perspective

20 years of social polarization

Career self-reliance, virtual corporations

R&D evolved into A&D

The anorexic company: no slack for emergenc


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• retirement

• avings options s

• can print stock

• everaged f cards

• ke a living as buy tools


Printing moneyHistorical perspective

Baby-boomers must save their own money for

Due to low interest rates the only long-term sare 401(k) plans investing in the stock market

Demands for stock is so high, that companies certificates for M&A

When baby-boomers cash in to retire, highly lanorexic conglomerates collapse like houses o

Conclusion: The Web allows individuals to maindependent professionals — they will have to


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• would

• ike the UUCP

•bers are unlistede (Demers et al.

• al


Internet’s fateHistorical perspective

Are there consequences if Ma’ Bell’s successorcollapse?

The global village can route TCP/IP and HTTP lcommunity could route e-mail

Domain name servers are not vital• California phone system works although half of the num• epidemic algorithms for replicated database maintenanc

1989)

Similarly for the other elements of the technicinfrastructure


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•

•or your specialty

• ation is low

•


New social structuresHistorical perspective

McLuhan’s global village

The physical location is no longer important• you no longer have to be in a specific geographic place f

In the village participation is high and organiz• this is the formula for stability in organizations

Communities of practiceextended knowledge networks (EKN)


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• opportunities

spheren and make

• devices permit

•


Cooling the WebHistorical perspective

Kierkegaard: Flatness is overcome by creatingfor vertical activities• from the æsthetical sphere, people evolve to the ethical • people do not just accumulate information but take actio

commitments

McLuhan: Instead of saving work, labor-savingeverybody to do their own work

Opportunity: cool the Web


37n age

• o evolve from

• lled world to

• g information

• edge

•


Opportunity in the post-moderHistorical perspective

Søren Kierkegaard: provide tools for people tthe æsthetical to the ethical sphere

Empower individuals to emancipate from levestrong identities

Help people to emancipate from accumulatinto taking action and making commitments

Provide tools to distill information into knowl

Knowledge: justified true belief, mastery


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• owledge

•

•

•


Knowledge and structureDefinitions

Doug Engelbart: categorization of evolving kn

Recorded dialog• databases, diaries, notes, address books, captions

External intelligence• ontologies, guide books

Knowledge products• Web photo albums, scrap books


39wledge

structureal intelligence


Categorization of evolving knoKnowledge and structure — Definitions

externinformation

recorded dialog

knowledge


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Sim

Ent

•

how to do things—

perience, ruling out er accident


Definition for knowledgeKnowledge and structure — Definitions

ple definition:

ity A knows p if and only if

1. A believes that p2. A is justified in believing that p3. p is true

Informally: justified true belief• belief is based on experience, skills, and mastery• knowledge in its strict form of propositional knowledge—

rather than an accumulation of facts• skills and mastery ensure that the belief is acquired by ex

that a belief meeting these conditions is possessed by she


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Iku

Tac

• ectives so therefore

• al’s


Tacit knowledgeKnowledge and structure — Definitions

jiro Nonaka: Knowledge creating company

it knowledge…

…consists of mental models, beliefs, and perspingrained that we take them for granted, andcannot easily articulate them

…is deeply rooted in action and in an individucommitment to a specific context


42onaka

Exp n easily be com s or a scientific for


Explicit knowledgeKnowledge and structure — Definitions — N

licit knowledge is formal and systematic; it camunicated and shared in product specification

mula or a computer program


43nonaka

ICIT


Knowledge creating organizatioKnowledge and structure — Definitions — N

KNOWLEDGETACIT EXPL

EXPLICIT

TACIT


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• w effectively it

• zation

• good structures


Requirement 1: structureKnowledge and structure

Quality of knowledge can be measured by hois communicated

Effective communication requires clear organi

Clear organization is achieved by introducing

structureexternal intelligence

informationrecorded dialog

knowledge


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• trol

•

•

• t, reference,

• set, printer,

•


Categories with a metricKnowledge and structure

Key words — image processing, JPEG, rate-con

Difficulty — beginner, intermediate, advanced

Audience — student, scientist, buyer, family

Discourse level — main thread, note, commendetail, source

Presentation medium — computer monitor, TVcommunications speed

Many more …


46ctures

We

v6

v7

65


Graphs can express simple struKnowledge and structure

ighted digraph

v2

v1

v3 v5

v4

10

4

2

4

7

38

5

1

7

2


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• ta is structured

•

•


TreesKnowledge and structure

Navigational information is valuable only if dasystematically• users get lost in generic graphs• cycles make it most difficult to stay on course

Trees solve these problems• hierarchical• root• no ambiguity

Exactly one path between two vertices


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A t y vertex of G is call

v4

v6

24


Spanning treesKnowledge and structure

ree that is a subgraph of G and contains evered a spanning tree of G

v3

v2

v1

v5

1

5

3

v3

v2

v1

v4

v6v5

5

2

6

1

55

3

6

6 4


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• ing trees?

• eight is called

• ute an MST


Exploiting the isomorphismKnowledge and structure

What good properties are known about spann

The spanning tree with minimum total edge wa minimum spanning tree (MST)

Good algorithms are readily available to comp• Prim’s algorithm• Kruskal algorithm


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•

•

•

• structs

• y defining

•


General Nicolas BourbakiKnowledge and structure — Structure

Graphs are too weak: only one relation

New interpretation of mathematics after 1935

Relational construct: a set with relations

System of axioms represents properties of con

Mathematical creativity: find new constructs bmaps that preserve the relations

Two-step approach• find a good system of axioms• find a good isomorphic construct


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• knowledge

• a set of m of a linear

s, that is to say a d, in the same way hat are prescribed uld not know how


Requirement 2: storytellingKnowledge and structure — Structure

The oldest human technique for transmitting

For Leibniz, the author finds a linear order in information and creates knowledge in the forthread

The true method must provide us with a filum Ariadnekind of sensitive and coarse means that guides the minas lines drawn in geometry and the type of operations tto apprentices in Arithmetic. Without that our mind woto go along a long path without straying.Gottfried Wilhelm Leibniz


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•

• averse them

• n between

•

•PS

gy editors)


Software tool opportunityAlgorithms and data structures

Mathematically: lattices

Algorithms that manage structures and can tr

Hard design problem: define the best partitiohuman and tool systems

Human system is good at• categorization (find correct class)• associations (story telling, Ariadne’s thread)

Tool system• enabling technology: databases; data structures, ADT, OO• editors for the systematic definition of structures (ontolo


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uthenticationatermarkingngerprintingobile systems

etworkserversrokersgents


Humans and machinesSoftware tool opportunity

SYNERGISTIC

SYSTEM

Human systemcategorizationorganizationproceduresmethodsassociationsnarrationsculturevalues

paradigmscustomsattitudesemotionsmoodslanguagelearningknowledge

Tool systemontology editorsWeb browserson-line databasesJava beansInternetglobal file systemsdata structuresnanocommerce

awfimnsba

facilitates the creation of knowledge


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• to a database

• nitions (DTD)

• d serendipity

•


Finding structuresSoftware tool opportunity

A general structure can easily be translated inschema …

… and into SGML or XML document type defifor presenting the information to users

Uniform user interfaces facilitate synergies an

Problems:• how to specify structures• how to tell stories


55

•

• izationl

• ing and and a set of at vocabulary

• vides a se, create, edit,


OntologySoftware tool opportunity

Tool for systematically specifying a structure

An ontology is a specification of a conceptual• http://www-ksl.stanford.edu/kst/what-is-an-ontology.htm

Ontologies provide a vocabulary for representcommunicating knowledge about some topic relationships that hold among the terms in th

Stanford University KSL Ontolingua Server prodistributed collaborative environment to browmodify, and use ontologies• http://www-ksl.stanford.edu/

http://www-ksl.stanford.edu/kst/what-is-an-ontology.html

http://www-ksl.stanford.edu/


56

•

• tology editor ry

• en that allows based on a


Using the ontologySoftware tool opportunity

Example of an ontology:• http://www-ksl.stanford.edu/• go to Ontolingua Server• load the ontology Wedding-Pics• created by John Tillinghast

Once the ontology has been specified, the onwith its inference engine is no longer necessa

A specific very simple application can be writtto author and read a set of Ariadne’s threads recorded dialog




57

•

•

•


Java appletsSoftware tool opportunity

Ontolingua frames can be translated into Java classes

Java classes can be encapsulated into Beans

A visual editor can be used to rapidly build a browser as an applet that represents some specific knowledge


58

•

• ion

• fortless

• transactions

• tter solution in


Advantage of applet approachSoftware tool opportunity

Flexible, can easily be extended

Each story is encapsulated in a simple applicat

Creation of applets is simple and allows the efcompilation of studies / folders / projects

Disadvantage: some applications like businessmust be more regimented

Databases + XML in a generic browser are a bethis case


59ML)

• hange on Weblanguageions

•

of list)ng. (DSSSL) instead

ation (optional)

•

erent users


Extensible Markup Language (XSoftware tool opportunity

A data format for structured document interc• a metalanguage to let authors design their own markup • an abbreviated version of SGML tailored to Web applicat

More powerful than HTML• extensibility: can define new tags and attribute names• structure: document structure can be nested (tree instead• appearance: Document Style Semantics & Specification La

of CSS• validation: a grammar can be supplied for structural valid

Applications of XML• information discovery can be tailored to individual users• different views of the same data can be presented to diff• processing load can be transferred from server to client• mediation between heterogeneous databases


60

• evelops &

• itory (DB)

• y, client takes tions

• e

• .0

Chrystal, DataWare, , Vignette, …


XML in actionSoftware tool opportunity

A community of practice (see global village) dagrees on a Document Type Definition (DTD)

Information components are stored in a repos

Server creates documents (with DTD) on the flinto account user preferences and viewing op

Embedded Java applet makes document activ

Microsoft’s XML parser for Internet Explorer 4• http://www.microsoft.com/standards/xml/xmlparse.htm• other structured document specialists: Adobe, ArborText,

Documentum, Folio, Inforium, Inso, OpenText, PIT, Texcel

http://www.microsoft.com/standards/xml/xmlparse.htm


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• ents on the fly

•

• by making n of tools

• usiness model

plications

arkets because of


ConclusionsPaper is a convenient knowledge vector

Knowledge tools will produce tailored docum

Externalizing knowledge is very hard

E-commerce will allow people to earn a livingtheir knowledge explicit with a new generatio

Of the large companies only Microsoft has a bfit for the global village• produce middleware for a large army of independent ap

customizers• others: solution oriented, cannot enter in many vertical m

inertia


62

•

• anging the

De ey technologyGUI

PI, foundation classes

nowledge networks


ConclusionsHistorical perspective

Evolution of e-publishing

Max Frisch: “Technology is the knack of so arrworld that we do not have to experience it”

cade Buzz word Example K70s WYSIWYG Bravo, Word

80s object based, OLE Tioga, FrameMaker A

90s Web, dynamic hypermedia ODB + XML + Java k

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