 Well, hello there, Mark Risenhopkins, siliconangle.com coming to you from South by Southwest 2011 and I am here with Brian Cheek of Tiger Logic. How you doing? Great. Nice to meet you, Mark. Nice to meet you. And you were telling me a little bit about your company earlier, a very interesting story. You guys are a kind of a technology company focused on the enterprise that have realized that this new world of big data allows you to kind of go direct to the consumer with some pretty cool stuff. So, why don't you tell me a little bit about the background of your organization. Tell the watchers, listeners a little bit about the background of your organization and then we can kind of look at some of the stuff you're showing off here at South by Southwest. Great. Sounds good. Tiger Logic Corporation, as Mark alluded to, we've been in the data management business for 25 plus years. We have a family of multi-value hierarchical database products that run, you know, thousands of businesses around the world. We have a rapid application development tool called Omnis Software, which, you know, gives you the ability to, you know, build applications and run them across platform of your choice. And over the past seven or eight years, we've been finding ways to leverage our intellectual property into new growth ideas. And we became very, very good in the XML area. It was a natural fit to go from multi-value hierarchical into the XML world and what spun out of that intellectual property and knowledge was some pretty innovative search technologies. And we've branded the search technologies under the name of Yo-Link and we first introduced this technology as a browser add-on roughly a year and a half, two years ago to great adoption in research, education, medical, and we're listening to our users and they were telling us, wow, this browser add-on works great on content, on Craigslist. It's great on SEC documents. It's great on... Anything that's good on an SEC document, those things are just horrible, horrible to read. Exactly. Very painful. And it became very apparent to us that it would be wise to take our technology and deliver it in a way that someone could take our technology and embed it into their application and embed it into their website and embed it into their search experience to provide their users of that particular website or would have your service a Yo-Link experience. And we did that. So we launched the technology as an API six to eight months ago and it really enables anyone to take our technology and embed it into a search engine and embed it into a website and to provide what we're calling an enhanced search experience. And the underlying technology, what it really enables you to do or the developer to add to their website or product is the ability to mine links in real-time via key terms. So the technology has presented a list of links. It could be 10 of them, like a typical search engine result page. It could be 100 of them or it could be 400 of them in a Wikipedia page. You apply a set of key terms to that links that you're presented and you send the URLs to us, the search terms. We execute the query in the cloud and we return the results at which you can drop into that page any which way you want. So all happens in real-time. Subseconds very perform very fast. We scale very well to provide this enhanced search experience. And then the search results that we provide, you can also do many things with them. So we've partnered with companies to build some third-party integrations with the search technology. So you can check off a bunch of results that you're looking at and publish them directly into a Google document, for instance. Sends the URL and the content directly into a Google doc and then obviously you can do whatever you want. You're in the Google world. You can simply email it to somebody. You can post it to Twitter, Facebook. So let's take a look at it because when you described it to me and I have a feeling that unless they see it, the first inclination for most of us that live in 24-7 reading nothing but tech news is we hear a search and are like, okay, another search thing. This is not going to be interesting. So let's look at it because it actually is something that's pretty interesting, pretty exciting. And we'll talk a little bit more about the applications for it but I want to show them how this works. We'll look at a couple of examples really fast of some products and services that are out that are using our API today. So Sweet Search is a custom Google search for students and this particular company's created this search engine, a Google custom search like I alluded to. They've gone out and indexed 40,000 or so URLs of content which is good for K through 12 education. And when you do a search now on Sweet Search, instead of getting the typical result set of a Google search which might have a sentence and a half snippet up at the top plus the link which might look like that, the Yo-Link technology has now gone inside each one of those links and extracted content or what we call paragraphs, content and context about the key terms. So what happens is the students are immediately engaged, they see information, they don't see links. Information they can use rather than just, okay this is more work, when you see the search results you're like okay this is work. This is only one step in the process but you're doing some of the work for them. We've got this concept of saying that let Yo-Link do the work for you. Let Yo-Link go read all that content of all those links. Let Yo-Link bring back that information that you're probably looking for and bring it back with the key terms highlighted so they instantly pop out. We call it looking for the skittles type of thing. The paragraph that has the most color is probably a valuable one based upon the five or six key terms that you put in. The other thing that's really cool with Yo-Link is once you have a result page in the case of Sweet Search for instance they've put the secondary search box so now I can then dive deeper into this search result so if I'm looking for causes of the Civil War I may be now in particular looking for something about the Civil War that I have 25 links now about the Civil War maybe I'm really interested in you know slavery's role or something like that so now I can then search for slavery in that same subset of links and extract only those paragraphs. And the Google Doc stuff works really simply you just you know check off a few boxes you know you hit the create a Google Doc button and you can publish those results directly into a Google document. We'll publish the paragraphs of information along with the actual link back if it has a Creative Commons license associated with it we also take that into the Google document for reference so there's a lot of ways in which you can share the content out to other things so one of the other great use cases which happens to be one of TigerLogix products we launched December 7 which is called PostPost and PostPost is a real time Facebook social newspaper and you just connect with your Facebook ID and what the application does it's all client side there's no server side component to it we bring back and display in kind of a newspaper format all the content that was in your Facebook wall so all the things that your friends have posted so we kind of say you know Facebook is where you go to you know see what your friends are up to and PostPost is where you go to learn from your friends and so you can you know like pages like you know you can like Mashable, TechCrunch you can you know a number of you know NPR ESPN you know whatever you want to see and you just connect with your Facebook and there you go you have your published paper and what we did was a reason why we one of the main reasons why we launched PostPost was to really showcase the Yo-Link technology because every PostPost paper is different right everybody logs in and the content is their content so the links right are all different they're all coming from different sources from all over the web and how can you search that in real time because the paper was just built we're not storing anything so it was a great use case to layer our API across the PostPost content because now when I do a search on PostPost you know we automatically go through those links in real time and bring back again the paragraphs of content with our key terms highlighted so I just searched across my PostPost paper the terms you know Google and Apple and I get you know all the stories that were on my PostPost page come back to me with my key terms highlighted and again we have in this case we just stripped down the sharing to Strictly Facebook because this is a Facebook specific application but just as easily could have added all the other you know integration points to this product as well so as more and more applications and products that are utilizing data aggregation and such we think it's a great technology to provide a search experience for so I want to talk about two things with you one since we're on the topic of PostPost what is it talk a little bit about what you see as the future of journalism because we you know I were discussing this just a few minutes ago we see that a silicon angle we see more and more curation and almost algorithmic editors playing as important as a role as the human editors at CNN The New York Times or TechCrunch or anywhere else so as you mentioned this is a kind of a crowded space right now I mean relatively since it's so new but I mean you know so is blogging right you know just because TechCrunch already existed didn't mean that we could not launch silicon angle so talk a little bit about what you see as the future of aggregation as a form of journalism as you mentioned it's already getting to be crowded right and I mean in my opinion I think people want to they want to create the news that they want to see based upon their interests one of the things that makes a Facebook in integration interesting like PostPost is that I might have a friend who is an expert or in some kind of biology or something like that and I don't necessarily want I'm not interested in everything he's interested in you're not interested in his like his toddler pictures you're interested in his biology expertise exactly and every once in a while if he finds something interesting on the web because that is his topic of excellence I might want to read that particular thing that he posted on Facebook that he found interesting in his world I don't want to read everything in his world because it might be boring to me but hey you know what I know he's an expert and he's recommending this story this link and it shows up in my PostPost paper