Position Paper onValue of Technical Publications in thePC and Server Industry
Introduction This paper presents the value and need for TWB – Leading Technical Documentation qualitative Technical Publications in the outgrowing PC and server industry; to market the products with Outsourcing Company a higher value proposition. TWB is a leading technical documentation company Technical publications created in the PC and server with an excellent record of providing unmatched industry include a wide variety of materials such as technical documentation to many major multinational user guides, white papers, datasheets, cheat companies. sheets, reference guides, installation manuals, and product demos. TWB is the ideal choice for leading manufacturers of computer peripherals, desktops, notebooks, and These materials transfer processes and procedures servers. TWB helps customers with all their technical involved in using the latest technology, and marketing documentation needs such as engineering, operation, and upgrading of the datasheets, cheat sheets, product summaries, press products and related software. releases, and brochures. Global markets are showing positive trends, and TWB works closely with client teams located globally, the overall worldwide PC and server shipment and assists them in meeting their worldwide product revenue has reached billion dollar figures. Growth announcements and launch deadlines. TWB’s in the industry has also invited a bigger competition documentation services enable customers launch among the industry-leading enterprises. their products with world-class documentation. Every product that is shipped must be packaged with supporting product documents. These documents are used by home and enterprise “Knowledge is people, money, learning, flexibility purchasers, and hence, must be presented in a and competitive advantage. Knowledge is more professional and easily comprehensible format. relevant to sustained business than capital or labor. And yet knowledge remains the most neglected asset of a business. TWB helps you With continuously increasing product models and unlock and share your technical knowledge with fast track product launches, the time to document the world.” the products is constrained. For timely completion of the documentation work, most companies outsource their documentation requirements. Outsourcing such requirements also involves steps to protect Intellectual Property and Non-disclosure of data of products that are not yet released to the market. TWB ensures that business-critical data is secured using well-structured business policies. “TWB believes that technology cannot exist without being communicated effectively.”The Writers Block www.twb.in 1 1
PC and Server Industry – Technical Publications The PC and server industry is one of the most Challenges and Solutions competitive in terms of technology and costing. There are no other products that are so technologically sophisticated. The industry produces products that are deployed in companies ranging from small and Some of the greatest documentation challenges medium businesses to large enterprises. that most companies in the industry face today include: “Once again, the PC market shows its Timely availability of quality documents during resiliency,” - Loren Loverde, program director IDC Worldwide Trackers. product release Cost cutting in a multi-vendor business environment Managing large volumes of documentation for From a sharp decline in unit shipments in the year new products releases 2009, the market is expected to increase the pace of growth in 2010. There would be a significant year-on- year growth in shipment volumes in key segments in The PC and server manufacturers rely on business various geographies. The growth in emerging regions collaterals and product documentation for sales will also lead the way with double-digit growth by and marketing, and also for reduction of support 2013. costs. TWB provided documentation solutions for worldwide audience as well as internal global sales and marketing teams. The growth in the industry after a brief period of fall in global sales is also accompanied by stringent cost- cutting measures. Technical publications, being an Marketing PC and server products in different integral part of product development has significant geographical regions also means providing focus on the cost-cutting process. documentation in multiple languages. Most of the companies prefer single sourcing as a solution, by creating content in one language and translating it Companies are looking forward to expanding their as and when required. TWB provided content ready markets globally, with customer centric business to be translated to multiple languages. models. For selling their products, these companies need sales and marketing materials. Such materials provide product specifications, accessory details, and It is sometimes difficult to manage high volumes of services and support information. documentation requirements for upcoming product releases on time. As a result, most of the documentation requirements are outsourced to TWB for quality and on-demand technical publications. Benefits Association with TWB has immensely benefited a leading manufacturer of PC and server products in saving costs and producing professional documentation along with services such as: Transferring complex technical data into easily understandable language Protecting technical and commercial data of newly developed products Providing knowledge and content management solutions, single sourcing, and data migration. This spending will further increase as the Indian Defence Industry is determined to increase the participation of private investors. Presently more than 5,000 Indian companies areThe Writers Block25% of components and supplying around www.twb.in 2 subassemblies to state-owned companies.
Value of Technical Publications Technical Communication for Communication for Different Levels of Transferring Product Knowledge Technical and Product Knowledge The purpose of technical communication is to transfer In technical publications, audience is the focal product knowledge to end users in a comprehensible point. Hence, the style, language, and content must manner. The strategies of communication and levels vary depending on the type of audience being of information vary depending on the type of product addressed. It is because every user has a specific and audience. role in the implementation and usage of the technology. Therefore, it is important that Providing end users with information about a documents be created keeping in mind the role of product’s operation and maintenance is critical to the the person who will use the document. market performance of the product. Hence, the need for quality documentation is imperative. For example, when you document a software application designed for highly technical users, it is In today’s business scenario, technical publications sufficient to provide the users with quick reference are often developed as an afterthought. This usually information to use the application. results in inaccurate and incomprehensible documentation, which, in turn, renders the users For users who start without technical or product incapable of using the products. knowledge, it is important to provide detailed product information along with instructions on how Accurate, readily understandable, and quality to use the product. documents determine how a product sells in the market and result in increased customer satisfaction. Attractive Publications as Useful Marketing Tools Faulty Assumptions that Result in Problems in Documentation Besides transferring knowledge, technical publications are also used for marketing a product. The faulty assumptions listed below result in Before a product is released in the market, incomprehensible document: information about the product needs to be effectively communicated to the customers. Developers know their products better than anyone else – due to time constraints and limited Well-designed, accurately presented, and attractive resources, many companies assign their marketing collaterals increase the market prospects documentation tasks to the programmers. This of a product and reduce support costs. more often results in the creation of technology- centered information, while end users require task-oriented information. Documentation of complex applications requires a longer learning curve for the writer - learning the product will not be a major obstacle for writers with the right technical background.The Writers Block www.twb.in 3 3
Conclusion Price Competitive Growth in the PC and Server Industry: Growth of companies in the PC and server industry is driven by providing latest technology at an affordable price. The PC and server manufacturers portray a global presence and need technical publications that can be used in different geographies. Marketing these products require supportive business collaterals and product documentation. Value of Technical Publications: Technical Publications are very essential for transferring product knowledge to end users. Provisioning of proper material to use the technology and products enables the user to accept and efficiently use the product. Faulty assumptions about documentation lead to inaccurate and hard-to-understand material. This also decreases the chances of marketing the products in the global market. Role of Documentation Outsourcing: Companies that want to reduce product development costs have outsourced their documentation needs to well-establish Technical Publications Solutions providers. Outsourcing the documentation work has helped companies cut costs and at the same time deliver their products with quality documents.The Writers Block www.twb.in 4
TWB ServicesTWB is is India’s leader in technical communication outsourcing and education. TWB offers complete suite ofof services that TWB India’s leader in technical communication outsourcing and education. TWB offers a a complete suite services that allowour customers to effectively publish their technicaltechnical knowledge with their people and processes. TWB’s customers range allows our customers to effectively publish their knowledge with their people and processes. TWB’s customers range fromGlobal Globalincluding Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors – from 500 – 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technologyincluding – including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO,exciting technology technology majors Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and HAL; and exciting startups.TWBs expertise in technicalin technical communication ranges from IT Products and Outsourcing, ITES, Banking,Aerospace, startups. TWBs expertise communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Financial,Defense, ShipDefense, to Hi-tech Manufacturing, and Discrete and Process Manufacturing. Aerospace, Building Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing.TWB’s services include: TWB’s services include: Technical Marketing Technical Product Documentation Quality Solutions Documentation Management Datasheets Administrator’s Guide Datasheets Copy Editing and Proof Reading API Document Cheat sheets Managing Writing Configuration Guide Solution Briefs/Solution Brochures Editing Services Functional Specifications Document Presentations – Layout and Design Products/Corporate Profile Installation Manual Creating SLAs Brochures and marketing collateral Interface Document Web content Interactive Electronic Technical Business Documentation Manual (IETM) Audio and video scripts Maintenance Manual Business Proposals Press releases Online Help Legal Disclaimers Direct mail Operation Manual Policy Manuals Newsletter design copy Product Demo Style Guide Design Sales catalogues Product Specifications Document Template Design Sales sheets Product Overview Document Quick Reference Guide Business Communication Content Management Release Notes Short Reports Requirement Analysis Document Single Sourcing Proposals SDK Document File Version Control Case Studies Troubleshooting Manual Document Naming Conventions Lab Reports User Manual Consistent Document Formatting Memos Open Source Documentation Data Transformation Progress/Interim Reports Programmers Guides Writing for Electronic Media Functional Specifications Document Use Cases Web site Development Illustrations Online Help /Context Sensitive Help Web 2.0 development Troubleshooting Guides Graphic Designing Web content Info graphics Web applications Qualitative Analytics for 2D & 3D animation Decision Support Translation and Localization Line drawings and illustrations Services Economic Business Research Process Documentation Industry Analysis Software Translation Services Workflows Market Opportunity Analysis Document Translation Services Standard Operating Procedures Competitive Business Analysis Localization (L10N) Testing ISO Documentation Company & Prospect Profiling Internationalization (I18N) Testing CMM Documentation Reporting Solutions Assessment of Unmet Market Needs Records Management Deployment and Support Status and Potential of Technologies Document Management Solutions Benchmarking of Strategies Vs Record Management Storage and Installation and Configuration Competition Retrieval Guides Forecasting Operations Manual Sales Force Effectiveness Market Assessments Competitive Intelligence Opinion Leadership Emerging Markets - evaluation and researchThe Writers Block www.twb.in 5 5
Business DatasheetsCommunic Administratation Guide or’s API Industries Served Document Configurati on Guide Functional Specificatio TWB services a wide range of technology and knowledge-driven industries, helping them meet their markets better. These ns include: Document services a wide range of technology and knowledge driven industries, helping them meet their markets better, these include: TWB Installation Manual Banking, Insurance and Financial Services ITES/ KPO/ BPO Interface Consulting and Business Services Pharmaceuticals and Biotechnology Document Defense, Aerospace and Hi-Tech Manufacturing Process Manufacturing and Allied Industries Interactive Education and Learning Steel, Ship Building, Construction and Aviation Electronic IT, ITES Telecom and Digital Communications Technical Manual (IETM) TWB has been the preferred technical documentation outsourcing company for: TWB Maintenanc has been the preferred technical documentation outsourcing company for: e Manual Online Help Operation Manual Product Demo Product Specificatio ns Document Product Overview Document Quick Reference Guide Release Notes Requireme nt Analysis Document SDK Document Troublesho oting Manual User Manual Open Source Documenta tion Programme rs Guides Functional The TWB Building US Office: Specificatio No: 4062, 19th Main Road, TWB ns Document HAL 2nd Stage, 11701 Norwegian Wood Drive Use Cases Bangalore – 560008 Austin, TX 78758 Online Help India. /Context Landmark: Behind Carlton Towers Sensitive Help Troublesho Telephone: Telephone: oting +91.80.40741400 / +1.512.586.8357 Guides +91.80.41256367 Corporate Enquiries: firstname.lastname@example.org The Writers Block www.twb.in 7 7