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were a “hard” regulatory review requirement.
• Microsoft Word 2007 is JetBlue’s standard for content/document creation.
• Microsoft SharePoint 2007 is used in JetBlue for content maintenance, workflows,
and approvals.
• JetBlue already had an enterprise license for MSOffice 2007.
• Microsoft Internet Explorer is JetBlue’s standard browser.
“We knew that XML was the sensible base technology for our system,” explains Murry
Christensen. “We need to support a large number of document types, and we need rich
and flexible metadata to help manage the authoring, editing, and publishing processes.
While we investigated a range of products including Documentum, for example,
MarkLogic Server was the only XML product that we seriously considered.”
“However, XML authoring tools were clearly too hard to learn and too hard to use for our
document authors,” Murry continues. “Remember that these folks are the subject matter
experts who own our operational processes. They’re not technical writers or information
technologists who might be interested in learning and using tools like XMetaL and
ArborText.”
“Microsoft Word was already the content/document creation tool of choice for all of
JetBlue. Word 2007, the version we use—the rest of the firm is still on Office 2003—lets
users create XML output and supports the document metadata that we need. MS Word
was an easy choice to be our authoring and editing tool.”
“To integrate document metadata into Word and Word output into the MarkLogic Server
repository, we used the MarkLogic Toolkit for Word,” Chris Beckman explains.
“MarkLogic consultants really helped us in this area. The Toolkit extends the capabilities
of Microsoft Word 2007, so that reuse can happen in a controlled manner within the
authoring environment, and end users can interact with finished content from within
Word directly. The Toolkit also allows us to create and manage an extensible set of
metadata that can be assigned by the authors within their MS Word authoring tool. ”
“Microsoft SharePoint could provide the automated workflows and approvals that we’d
need for the editing and publishing processes,” Murry says. “While SharePoint does have
some repository and collaboration capabilities, it lacks the metadata capabilities that we
need for classifying our content and managing the content lifecycle. SharePoint’s
limitations are Mark Logic Server’s strengths. So we use SharePoint primarily for its
workflow and version control capabilities. In addition, SharePoint is used extensively
within JetBlue, so, again, we had a component that was already familiar to our editors.”
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 17
Having selected MS Word for content authoring, MS SharePoint for editing and
publishing workflow, and MarkLogic Server for repository and metadata management
and content lifecycle management, Murry and his team designed the new content
management and publishing system of two components, the functions for which are welldescribed
by their names:
• Content Creation and Assembly
• Dynamic Content Delivery
Content authors, editors, and publishers use the resources of the Content Creation and
Assembly (sub)system. FAA regulators also have an interface to Content Creation and
Assembly. They’re notified when documents that need review and/or approval have been
created or modified. The notifications include access credentials to view or to download
those documents.
JetBlue’s Crewmembers and business partners use the Dynamic Content Delivery
(sub)system, accessing, retrieving, and using published content to perform the functions
of their jobs, either online through a browser-based document viewing application or
offline through the MarkLogic client. Illustration 3 shows a schematic diagram of the
system.
MarkLogic Server generates the Dynamic Content Delivery Web site. The need for
offline access is answered by running a local version of MarkLogic server in ‘localhost’
mode on the individual laptops.
BlueGuru
18 Patricia Seybold Group © 2009
BlueGuru Architecture
© 2009 JetBlue Airways Corporation
Illustration 3. This illustration shows the components and interfaces of BlueGuru, JetBlue’s new content
management and publishing system.
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 19
BlueGuru Content Design and Development
The content of the BlueGuru repository is organized as a hierarchy of policies, programs,
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