GIM Strategy #2: Speed product delivery Extend your reach in the - - PowerPoint PPT Presentation

GIM Strategy #2: Speed product delivery Extend your reach in the global marketplace

GIM Webinar Series: www.sdl.com/gim-webinar-series

Howard Schwartz, Ph. D. VP Content Technologies SDL XySoft Chip Gettinger VP XML Solutions SDL XySoft

Today’s Presenters

Howard Schwartz, Ph. D. VP Content Technologies SDL XySoft Chip Gettinger VP XML Solutions SDL XySoft

SDL

Publicly traded company with $250m annual revenues Over 2000 employees in 50 offices across 32 countries Award-winning and profitable with long term financial stability 80%+ of the global translation supply chain use SDL software 500+ deployments of enterprise technologies

sdl.com sdltridion.com sdltrisoft.com lspzone.com translationzone.com click2translate.com freetranslation.com

Recognized Leader in Global Information Management

SDL XySoft Business Unit

Worldwide leader in

Component Content Management (CCM) Dynamic Publishing XML Standards (DITA / S1000D)

Merger of Two Market Powerhouses

More than 300 enterprise customers One of largest and well-established companies in this technology segment Strongest product set Only company to have end-to-end solution integrated into SDL GIM technologies

Technology Strengths

Strongest support of out-of-the-box standards (DITA / S1000D) Faster ROI through quicker deployments Powerful multilingual management: powered by integration with SDL GIM technologies Only company able to offer end-to-end content authoring, translation and publishing solution

XyEnterprise named to KM World’s “100 Companies that Matter” for four consecutive years XyEnterprise CCM and Dynamic Publishing software received product innovation award for four consecutive years

High Tech, Software, Telecom, Manufacturing

Global Information Management

Corporations drive global brand consistency and accelerate time-to-market with software and services that manage the delivery of all corporate information into different languages.

Agenda

Global Product Delivery

Challenges of Global Product Delivery Agile Development / Modular Development Market Segmentation / Global Markets / Variations

Key Strategic Steps For Global Product Delivery

Modular Documentation Responding to Market Segmentation and Global Markets Business Value Solution Architecture

Case Study Q&A

Reaching Global Customers

Global Customer Communication

• Multiple communication channels
• Increasing customer expectations
• Smaller, more targeted segments
• More markets and languages
• More competitors to compare

against

• Multiple content types
• More departments
• More acquisitions
• More brands
• Shorter product lifecycles
• Multiple regions

Customers need communications

• For different purposes
• As fast as possible
• In a language they

understand

Many dimensions of complexity

• Process challenges
• Content proliferation
• Internal and external

fragmentation Content is Created Global Customer

Drivers To New Trends

Added Pressures on Information Developers

• Faster Product Lifecycle Changes
• Agile - Iterative Development
• Solutions Oriented
• More Sensitivity to Customer Profiles
• Distributed Teams
• Outsourcing
• Headcount Constraints
• “SimShip” (Simultaneous Launch)

Changing Expectations in Content Consumers

• Want Information via the Web, Search
• Growing Expectation of Bite-Size Topics
• “What I Need When I Need It”
• Increased Language Expectations
• Community Feedback
• Targeted and Tailored Information
• Solutions Oriented
• Impatient
• Consistency Expectation in Support &

Documentation

Drivers To New Trends

Added Pressures on Information Developers

Move to XML-based authoring methodology

Changing Expectations in Content Consumers

Move to dynamic publishing

Global Imperative

Technological, social and economic development over the last few decades have combined to create a unified world marketplace in which companies must capture global-scale economies to remain competitive The increasing cost of R&D, coupled with shortening life cycles for new technologies and

• the products they spawn has

driven companies to seek global volume in order to amortize the heavy investment as quickly as possible Bartlett and Ghoshal, Managing Across Borders, HBR,

From The End of Corporate Imperialism, HBR

How Global Companies Win Out

Global competition forces top management to change the way it thinks about and

• perates its businesses…

The most powerful moves are those that improve the company’s worldwide cost position or ability to differentiate itself and weaken key worldwide competitors.

How do companies hold and increase profitability against international competitors?

By forcing integrated, global strategies to exploit their potential; and by having a long-term outlook investing aggressively, and managing factories carefully.

Michael Porter, “How Global Companies Win Out.” In Competition, 302-303

Key Issues in Global Strategy

Which Markets to Enter? Which Products to Which Markets? Product Variations by Market? Messaging to Local Markets? Global or Local Brand? Resellers or Sales Team? Translating or Not? Cost Investment Versus Return?

Why DITA is One Backbone of a Global Strategy

DITA Fundamentally Creates Global Business Agility by empowering

Rapid Diversification of Market Segments Quick Response to Changing Customer Profiles Integration with the Web Expanded Number of Languages and Variations of Publications with already translated content

Strategic Approach Short Term Low Cost Execute Strategy, Process and Infrastructure Plan Tactical Strategic

• Status Quo
• No Changes
• Band-Aid Approach
• Invest ahead of ROI
• Put Infrastructure in place
• Model out future state

Massive Paradigm Shift to Adoption of XML and Dynamic Publishing

Content locked in context Information can’t easily appear in multiple context and can’t be tailored readily to audience High costs of formatting Content gets out of synch and is difficult to refresh Customers can’t find what they need XML Topic Methodology Content can be reshuffled for multiple products Same content can live in multiple outputs Content can be delivered easily as web pages to consume Metadata and conditions can allow content to be tailored on the fly Content can be easily refreshed

Traditional Book Methodology XML and Dynamic Publishing Methodology

Topic Reuse Example

• Reduces authoring effort
• Reduces mistakes
• Reduces review costs
• Reduces localization costs

How DITA Supports Global Strategy

m1 m2 m3 m4 m1 m2 m3 m4

Variations Of Deliverables Product Variations Market Segments Variations in Customer Profiles

Contracting Product Life Cycles

Research & Development Market Life

PRD International Release English Release Shelf Life

Traditional

Research & Development Global Revenue & Market Capture Life

Modular writing

Localization

Author Review

Author Review Publish

Publish Localize

• Abandoning the sequential process of

author, review, and publish speeds process, gives more flexibility

• Publish can be done in rapid cycles with

publishing infrastructure

Massive Paradigm Shift to Adoption of XML and Dynamic Publishing

Top Line Revenue Growth

Expands presence in global markets Increases customer satisfaction and drives repeat buying and referral Increases business agility and responsiveness to changing market conditions

Bottom Line Profit

Reduces costs of end-to-end content development by as much as 50% Drops cost of translation by 50% or more Reduces calls to call center support (typical cost= $40-$80 per call)

Adoption has moved past the early adopters into the mainstream

Revenues: $822M Employees: 3,000 Leading Decision

Management Software

Customers in 80

countries

Case Study: FICO

Profile

Global market

expansion

Documentation team

support for major product re-architecture with common components

Global expansion with

no increased translation budget

Executive Mandate

Moved to shared topic

in XML in under a year

Deployed centralized

translation memory and management system

Standardized

terminology

Realized significant

increase in multilingual support with same budget

Results

Two Key Initiatives for Growth

Product Re-architecture Growth in Global Markets

“Commit” Countries

*CHINA (Beijing office) *BRAZIL US, Canada, UK, Australia Mexico, Spain Germany Japan, Korea

“Common” Components

» Case Management » Rules Authoring / Management » Security » System Administration » Data Models » Reporting » Scoring

Common Architecture’s Impact on Documentation

COLLECTIONS & RECOVERY ORIGINATIONS FRAUD CUSTOMER MGMT

The old paradigm The new paradigm

Blaze Advisor Model Builder

Question: How do we get there? Answer: DITA!

Customer Mgmt. C&R Originations Fraud

Model Builder Blaze Advisor Shared docs

• Independent teams manage ~230 books + 30 Help systems in VSS
• No sharing or reuse except single-sourcing Help
• Multiple reviews of similar or identical content
• Large content “chunks,” cumbersome review/update process
• Inefficient and costly localization

Originations

To Dev. / build

Fraud Customer Mgmt. Collections & Recovery

Old Process: Write FrameMaker Books

Localize Desktop publish / Webworks Help

To Dev. / build

Localize Desktop publish / Webworks Help

To Dev. / build

Edit Finalize Author Review (PDF, chapter or book) Localize Desktop publish / Webworks Help

To Dev. / build

Edit Finalize Author Review (PDF, chapter or book) Localize Desktop publish / Webworks Help Edit Finalize Author Review (PDF, chapter or book) Edit Finalize Author Review (PDF, chapter or book)

Iteration 1 Topics

Edit Finalize

PDF

New Process: Write DITA Topics

Author Review Automated publishing with XSLT and scripts

Help HTML Client Info Center

Edit Finalize Author Review Edit Finalize Author Review Edit Finalize Author Review Iteration 2

Topics

Iteration 3

Topics

Iteration 4

Topics

Localize Localize Localize

Shared Components Case Management 400 Strategy Management 400 Data Access and Model Descriptions 400 System Administration 200 Installation and Release Notes 30 Reporting and Business Administration 70 Pages per EDM Suite Application 1500 Total Pages (all 4 apps) 6000 Shared pages across EDM Suite Applications 30% Shared pages 450 Shared Translated Pages (10 markets) 4500

Localize

End-to-end Process for Global Information Management

Writing high-quality source content and preparing for translation

Global Authoring

A database

• f everything

that has been written and translated before and can be reused

Translation Memory

Storing key brand terminology in one central location for all to access

Terminology Management

Web Content

Storing and managing content in a location where it can be accessed and reused

Product Content

Content Management

Managing the process

• f delivering

multilingual content, centralizing translation memories and sharing with translators

Central Store

• f Multilingual

Content

Translation Management

Providing an instant translation from a machine. Either to give an understanding

• f the meaning
• r combine

with people for high-quality

• utput

Automated Translation

SDL GIM Platform Access to central assets for global content SDL Services

Standard Methodology

Outputs Inputs

Current state Future requirements Leading practices Strategic vision and goals

Consistent with vision and goals Addresses current state issues Meets future needs Incorporates success factors

Best practices Plan Recommendations

Discovery

Learn More!

Register for upcoming webinars within this series: www.sdl.com/gim-webinar-series Download “Dare I Do DITA Without A CMS? You could but…” http://www.sdltrisoft.com/en/knowledge-center/white-papers/ Trisoft “DITA Fest” - October 14, Santa Clara, CA http://sdltrisoft.com/ditafest FICO Webinar: Innovating for Agility http://sdltrisoft.com/en/knowledge-center/seminar_archive/ Contact Us:

Howard Schwartz (hschwartz@sdl.com) Chip Gettinger (cgettinger@sdl.com)