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

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

Howard Schwartz, Ph. D.VP Content TechnologiesSDL XySoft

Chip GettingerVP XML SolutionsSDL XySoft

Today’s Presenters

Howard Schwartz, Ph. D.VP Content Technologies

SDL XySoft

Chip GettingerVP XML Solutions

SDL XySoft

SDL

Publicly traded company with $250m annual revenuesOver 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 software500+ 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 inComponent Content Management (CCM)Dynamic PublishingXML Standards (DITA / S1000D)

Merger of Two Market Powerhouses

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

Technology StrengthsStrongest support of out-of-the-box standards (DITA / S1000D)Faster ROI through quicker deploymentsPowerful multilingual management: powered by integration with SDL GIM technologiesOnly 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 DeliveryAgile Development / Modular DevelopmentMarket Segmentation / Global Markets / Variations

Key Strategic Steps For Global Product DeliveryModular DocumentationResponding to Market Segmentation and Global MarketsBusiness ValueSolution Architecture

Case StudyQ&A

Reaching Global Customers

Global Customer Communication

Multiple communication channelsIncreasing customer expectationsSmaller, more targeted segmentsMore markets and languagesMore competitors to compare against

Multiple content typesMore departments More acquisitionsMore brandsShorter product lifecyclesMultiple 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

GlobalCustomer

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 andthe 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 operates 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 aGlobal Strategy

DITA Fundamentally Creates Global Business Agility by empoweringRapid Diversification of Market SegmentsQuick Response to Changing Customer ProfilesIntegration with the WebExpanded 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 contextInformation can’t easily appear in multiple context and can’t be tailored readily to audienceHigh costs of formattingContent gets out of synch and is difficult to refreshCustomers can’t find what they need

XML Topic MethodologyContent can be reshuffled for multiple productsSame content can live in multiple outputsContent can be delivered easily as web pages to consumeMetadata 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 VariationsOf Deliverables

Product Variations

Market SegmentsVariations in Customer

Profiles

Contracting Product Life Cycles

Research & Development

Market Life

PRD International Release

English Release

Shelf Life

Trad

ition

al

Research & Development

Global Revenue & Market Capture Life

Mod

ular

writ

ing

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 GrowthExpands presence in global marketsIncreases customer satisfaction and drives repeat buying and referralIncreases business agility and responsiveness to changing market conditions

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

Adoption has moved past the early adopters into the mainstream

Revenues: $822MEmployees: 3,000Leading Decision Management SoftwareCustomers in 80 countries

Case Study: FICO

Profile

Global market expansionDocumentation team support for major product re-architecture with common componentsGlobal 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-architectureGrowth in

Global Markets

“Commit” Countries

*CHINA (Beijing office)*BRAZIL

US, Canada, UK, AustraliaMexico, SpainGermanyJapan, 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

AdvisorShareddocs

• 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

LocalizeDesktop publish / Webworks Help

To Dev.

/ buildLocalizeDesktop publish /

Webworks Help

To Dev.

/ buildEdit FinalizeAuthor Review (PDF,

chapter or book) LocalizeDesktop publish / Webworks Help

To Dev.

/ buildEdit FinalizeAuthor Review (PDF, chapter or book) LocalizeDesktop publish /

Webworks Help

Edit FinalizeAuthor Review (PDF, chapter or book)

Edit FinalizeAuthor Review (PDF, chapter or book)

Iteration 1 Topics Edit Finalize PDF

New Process: Write DITA Topics

Author ReviewAutomated publishing

with XSLT and scripts

Help

HTML

Client Info

Center

Edit FinalizeAuthor Review

Edit FinalizeAuthor Review

Edit FinalizeAuthor Review

Iteration 2 Topics

Iteration 3 Topics

Iteration 4 Topics

Localize

Localize

Localize

Shared ComponentsCase Management 400Strategy Management 400Data Access and Model Descriptions 400System Administration 200Installation and Release Notes 30Reporting and Business Administration 70

Pages per EDM Suite Application 1500Total 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 of everything

that has been written

and translatedbefore and

can be reused

Translation

Memory

Storing keybrand

terminology in one central location

for allto access

Terminology

Management

Web Content

Storing and managing content ina locationwhere it can be

accessedand reused

ProductContent

Content

Management

Managingthe process of deliveringmultilingual

content, centralizingtranslation

memories and sharing with translators

Central Store of Multilingual

Content

Translation

Management

Providing an instant

translationfrom a

machine. Either to give an

understanding of the meaning

or combinewith people for high-quality

output

Automated

Translation

SDL GIM Platform Access to central assets for global content

SDL Services

Standard Methodology

OutputsInputs

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, CAhttp://sdltrisoft.com/ditafest

FICO Webinar: Innovating for Agilityhttp://sdltrisoft.com/en/knowledge-center/seminar_archive/

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