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#STC13: The Future of Tech Comm is Here. Are you ready for it?

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Adobe's Kapil Verma's presentation data makes clear that more work is being asked from a shrinking work force. The move to structured authoring has picked up significantly in the last couple of years. …

Adobe's Kapil Verma's presentation data makes clear that more work is being asked from a shrinking work force. The move to structured authoring has picked up significantly in the last couple of years. Structured authoring is more prevalent in larger corporations. Due to YouTube and other factors there is an increasing demand for multimedia in technical communication. By the end of 2013, 90% of Internet traffic will be video.

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  • 1. Future of Technical Communications is here –Are you ready for it?Kapil Verma | Sr. Product Manager, Adobe Technical Communications
  • 2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.A little bit about myself..2• Manage the Adobe TechnicalCommunication line ofproducts• Responsible for productstrategy/roadmap, customerrelationship and partnerecosystem• Attend several Tech Comm.focused conferencesthroughout the year
  • 3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Human communication has evolved over the years..3
  • 4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...And so has the role of the technical writer (or so we think )4Image: http://www.contentrules.com/jobs/2012/02/24/what-does-a-technical-writer-really-do/
  • 5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We believe that there are four main shifts happening in the tech commindustry today5Need to be EfficientNeed to ExciteNeed to be EverywhereNeed to Engage
  • 6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The need for the 4 Es!!6Need to be EfficientNeed to ExciteNeed to be EverywhereNeed to Engage
  • 7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Need for Efficiency7
  • 8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In the current environment, more is being asked from fewer resourcesEconomic woes continue....while budgets are getting cutHigher productivitydemanded
  • 9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.A recent survey reflects this trend adequately *9Number of UA employeesNumber or scope of projectsWorkload due to staff changes13% 68% 19%Reduction No Change Increase4% 53% 42%6% 72% 23%Technical writing professionals are facing pressure to be more productive!* The 2012 Writers UA Salary Survey: http://www.writersua.com/surveys/salary12/index.html
  • 10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Structured authoring10
  • 11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Movement to structured authoring has picked up in the last few years1129%42%15%28%0%5%10%15%20%25%30%35%40%45%2008 2009 2011Scriptorium SDL% of respondents who are already doing structured authoring% of total, SDL and Scriptorium surveys87%45%N/A N/ASource: Scriptorium 2009, 2011 survey. SDL survey1)Adobe survey to STC tech comm professionals 2012, N=237Our own survey in 2012 revealsthat 38% are alreadydoing/migrating /planning tomove 1 to structured authoring
  • 12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.As expected, structured authoring penetration is higher in largercorporations though there are significant number SMBs doing it as well1222% 21%37%6%14%13%39%33%26%32% 31%24%Small Medium LargeStructured Authoring Migration TrendsPercent of total responses 1,2No plans to moveUndecided OR dont knowPlanning to migrateAlready doing OR migratingSource: FrameMaker Survey to STC members (2012)1) Sample Sizes: Small (1-99 FTE): 77; Medium (100-999):70; Large (>=1K FTE):902) Survey question:At what stage of structured authoring journey are you currently?28%35%50%
  • 13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Similarly, from an industry perspective, structured authoring adoption isquite widespread13High Tech38%Telecommunications11%Professional Services11%Others9%Manufacturing6%Engineering and ManagementServices3%Pharma/Biotech3%Health Care3%Education3%Construction2%Financial Services2%Military / Aerospace andDefense2% Services2%Print and Publishing2% Media2%Insurance2%Utilities2%Distribution of respondents who are already doing / in the process of migrating to structured authoringPercent of total (N = 65)Source: FrameMaker Survey to STC members (2012)
  • 14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.DITA, by far, is the most popular structured authoring standard14DITA47%CustomDeveloped/Other38%Docbook13%Military Standard1%S1000D1%ATA0%Source: Scriptorium 2011 surveyShare of Structured Authoring Market% of total already doing/currently implementing structured authoring
  • 15. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Several of our customers have reported benefits from migration tostructured authoring18“It takes us 40% less time to create thedocument in structured FrameMaker ascompared to Word”- A large aerospace company“With structured/XML, we can automatepublishing from databases, besides theusual content re-use and efficiency incontent development related benefits”- A large semiconductor company“Saw 65-90% re-use when we moved toDITA in GSG and tips poster”- A large smartphone manufacturer“In our migration to structured authoring,we expect 10-15% of content re-use”“Re-purposing to newer deliverables isanother new possibility”- UK based organization in charge ofmaintaining safety standards on railways“We also expect improved quality ofcontent due to structured authoringprinciples”- A large US based chipmaker
  • 16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Collaboration19
  • 17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.CMS adoption still has lot of headroom to grow..2032%22%35%46%57% 58%68%78%65%54%43% 42%1-9 10-99 100-499 500-999 1000-4999 5000+Size of company (# employees)CMS usage *Percent of total* Source: FrameMaker Survey to STC members (2012), N=237Overall CMS adoption is higher in larger companiesUse CMS42%Dont UseCMS/Dont know58%
  • 18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential... And is expected to grow more due to the structured authoring shift2135%58%65%42%No plans/Not Doing StructuredAuthoringAlready doing/Planning to moveDont Use/Dont knowUse CMSCMS usage *Percent of totalCMS adoption by the state of structured authoring in the organization* Source: FrameMaker Survey to STC members (2012), N=237
  • 19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Need to excite22
  • 20. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Attention spans are crashing23You read DavidCopperfield?!Gangnam StyleImage courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/
  • 21. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Increasing Demand For Multi Media In Technical Communication
  • 22. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We are seeing increasing use of rich media in technical documentationto liven up the content25~58%of therespondents41%33%11%18%Use images/vector art in their technical contentUse videosUse hotspot linked imagesUse audio clipsUse 3D modelsSource: FrameMaker Survey to STC members (2012), N=237
  • 23. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In particular, video will replace good old words in many places26• In a 2010 report from Cisco, 30% ofInternet traffic was video. By 2013,90% of Internet traffic will be video.• 86% of those who browse the webprefer to watch videos over reading• Virtually 60% of respondents said theywould watch video previous to readingtext on the same webpage, and 22%said they generally liked watching videomore than browsing text for examiningbusiness information.• Having a video on your website increasesGoogle search rank by over 50times.Image courtesy: YouTube
  • 24. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Need to be everywhere28
  • 25. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Mobile Revolution: A Fundamental shift in the way content is consumed
  • 26. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We are already living in a world where mobile devices have a largershare of the market and our time301391722994727229191,0781,5161970116197266468293 305347357341315 3022722008A 2009A 2010A 2011A 2012 A 2013E 2014E 2017EWW Units sales by categoryIn million unitsSmartphones Tablet PC16%32%-4%CAGR2012-17Source: Credit Suisse, Morgan Stanley, Gartner and IDC researchSmartphone saleshave surpassed PCsales 2 years agoExplosive growth(1..6x) in SP andtablets, while thePC marketdeclinedMobile categoryexpected to growat a fast clip
  • 27. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Need of the hour is creating adaptive content for multiple screens31SINGLE SOURCE
  • 28. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Our survey of tech comm professionals reflects their strong interest inmobile publishing in the future325%27%3%15%11%33%Currently Publishing Plan to publishPublishing to mobile trends% of respondents publishing/planning to publish to mobile outputs, N=237EPUB Kindle HTML5Source: FrameMaker Survey to STC members (2012), N=237>=5x5x3x
  • 29. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Need to engage34
  • 30. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.User generated content (UGC) revolution is upon us..35500 Million tweets per day; ~5.8K tweets /secondMore than 30 billion pieces of content (photos, links,stories etc.) shared each month4.2 Million articles to date72 Hours of Video uploaded Every MinuteSource: Lit search• http://news.cnet.com/8301-1023_3-57541566-93/report-twitter-hits-half-a-billion-tweets-a-day/• http://blog.kissmetrics.com/facebook-statistics/• http://www.youtube.com/yt/press/statistics.html• http://en.wikipedia.org/wiki/Wikipedia:Statistics• http://royal.pingdom.com/2011/01/12/internet-2010-in-numbers/
  • 31. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential...which means that “Democratization” of Content Creation is happeningImage source: http://lunavega.net/wp-content/uploads/2011/09/social-media-sharing-infographics.jpg
  • 32. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Organizations are using various mediums to engage the end usercommunity39Image source: http://www.innovation-series.com/2012/12/17/wikis-for-innovative-work/how-to-use-a-wiki-imagecreditseoclerks-com/http://onlinetherapyinstitute.com/wp-content/uploads/2010/01/Online-Therapy-Insittute.Online-Coach-Institute-Forums.jpghttp://1.bp.blogspot.com/_hsWThc1UE9o/TK7kodO8XcI/AAAAAAAAP1Y/hCOjfnJSAII/s1600/blog.jpg
  • 33. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We already see some organizations starting to use these tools to betterengage with the user community40• Comments/forms for user feedback• Allowing external edits• Linking to external blogs• Twitter for release notes• Twitter stream in documentation• Author DITA content and publish to wiki• Commenting and editing by end user• Content curation by professional writersWiki styleeditingSocial networkintegration End user blogCommenting/discussionsA project management software companyA CAD software company
  • 34. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In Summary..41
  • 35. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Perspective: Key Elements of Tomorrow’s “Content Strategy”4212543
  • 36. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe’s solution..43
  • 37. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44Adobe Technical Communication Suite 4
  • 38. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.AUTHOR45BE EFFICIENT
  • 39. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In FrameMaker11, we are providing a multi-view XML authoringenvironment to our users to meet their varying needs46Output / WYSIWYGXML source<topic><title><body><p><p><p></p></p></p></body></title></topic>• View and edit theunderlying XML source• Coloring andindentation to supportauthoring in sourceview• Current output view inFrameMaker• Important for DTP,authors and a keystrength ofFrameMakerAuthor• Plain author view with notags and minimalpresentation of content(e.g. no pagination, format)• Authors focus on thecontent and not on outputMulti-view FrameMaker editing environment
  • 40. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In addition, we have enhanced our XML/DITA support in FrameMaker11with support for XSLT 2.0 and XPath 2.047* Based on internal testing with various types of XML files and DITAmapsKey capabilities• Ability to write and run Xpath expressions. XPath 2.0 supported• Query builder for writing complex queries, along with auto-suggest• Set the scope i.e. current file/all files/folder/ditamap/book• Comprehensive results pod for navigation and saving of results• Access history of last 15 queries• Run an XSL transformation within FrameMaker 11. XSLT 2.0 supported• Define and store “transformations” for later use.• Global and application specific transformations supported• Set the scope i.e. current file/all open files/folder• Ability to choose the XSLT processor by the user (in addition to XALANand SAXON)
  • 41. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.On the DITA front, we have made several enhancements to enable easyprofessional publishing of DITA MapsEnhanced options for publishing DITAMap Automatically generate TOC, Index, List of Tables, LoF Generate a flat/nested book/composite doc Specify different templates for each level (Chapter,Section, Sub-Section) Option to set page numbering, chapter, section, sub-section numbering and pagination49
  • 42. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 50DEMO
  • 43. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We have also made under the hood improvements to result in betterperformance when working with large XML files513.08.136.147.311.83.520.535.157.7Content heavyDITA FormatDITA ConrefDITA XrefDense element tagFM10FM11398.8XML Open Performance improvement 1,2Avg. File Open time in 5 repetitions, in secondsPerformance improvementPercent97%18%-3%60%14%Source: Internal testing with 5 different types of XML files1) Files were opened and closed 5 times, and average open time was computed2) Other apps running on the test system were Acrobat, MS Word and Browser
  • 44. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.AUTHOR53BE MORE PRODUCTIVE
  • 45. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Now you can get your unstructured content to DITA/other XML easilythrough the new “Smart Paste” feature54TopicTitlepBodyolliliimagetgrouptabletbodyrow
  • 46. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Be more productive when working with various objects in FM1155 Create and apply styles toobjects i.e. graphic, anchoredframes, text frames, graphicframes, equations, and textline Object style designer andobject catalog Flag and remove overrides Structured workflow support
  • 47. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Use your keyboard to smartly insert elements, attributed and even workwith styles, conditional tags, variables etc56• Inline catalogs• Type ahead supported• Insert single elementor nested structure inone click• Inline attribute editorFM 8 behavior of cyclingthrough the style list byrepeatedly pressing the firstletter is supported in FM 11!
  • 48. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57DEMO
  • 49. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Create your own FrameMaker 11 experience (really) !!59FM11 has workspaces toenable easy loading of theUI layout with desiredpods/panelsFM11 comes withstandard workspaces tosuite different roles andworkflows. These can befurther customizedNow in FM11, you canalso customize yourmenus that are availablein a certain workspace.For example, you canhide entire or sub menusin a workspace
  • 50. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.COLLABORATE61EFFECTIVELY COLLABORATE
  • 51. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.FrameMaker11 provides out-of-the-box integration with several leadingCMS62+ any other “webdav” enabled CMSContent creation collaboration at no extra costFrameMaker ships withnative connectors toDocumentum andSharepoint and alsointegrates with severalCMS which supportwebdavIn FM11, we nowsupport customattributes withDocumentum andSharepoint
  • 52. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.In addition, we do provide integration with several of the leading CCMSin the XML and DITA space63Leading XML/DITA CMS Integration with FMxDocs •We are working to add more names to this list* Intgration needs to be certified with FM11, currently certified with FM10**Integration is certified with FM9 only***
  • 53. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.TCS 4: Shared PDF Reviews in FrameMaker 11Save as PDF forReview from FM 11Refresh to see otherReviewer’s commentsImport PDF commentsInto FM 11Reviewers only needfree PDF ReaderAdobe ID / Password
  • 54. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ENRICH67EXCITE YOUR END USERS
  • 55. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Making 3D even more dynamic68 • Image courtsey: PlusDF.de, http://openclipart.orgJavaScriptCreate links to part, view andanimations stored within the 3DmodelAutomatically generate linked tableof views/animation/componentsProvide interactivity between 3Dparts and the contentAssociate and run JavaScript on the3D model
  • 56. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.We have taken our interactive support with rich media to the next levelwith our video enhancements69Set poster bypicking a framefrom videoCreate interactivelinks with popularvideo formats (FLV &SWF)Import MP4 videosVIDEO
  • 57. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Now in FM11, you can define hotspots on images, vector illustrationamong others to provide more interactivity to end users70HOTSPOTSHotspotsAliquam quis ante est. Proin nec ligula sed lacusvenenatis blandit sagittis bibendum orci. Donecmalesuada mollis lorem.Emperor Penguin adults are about 1.1 m (3 ft7 in) tall and weigh 35 kg (75 lb) or more, eget dignissim lectus facilisis sed. Proin volutpatbibendum hendrerit. Vivamus nec ligula• Define “hotspots” on images/graphicobjects with internal/external links• All supported shapes (e.g. rectangle,circle, triangle etc.) can be used• PDF, web and many other outputsthrough FMPS supported• Easily manage through hotspots pod
  • 58. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 71DEMO
  • 59. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.PUBLISH72BE EVERYWHERE WITH YOUR CONTENT
  • 60. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Embracing the Multiscreen Revolution73KINDLEBOOKMOBILE APPSNATIVEMOBILEAPPS
  • 61. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Seamless publishing from FrameMaker in 3 easy steps using TCS474123
  • 62. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.FrameMaker Publishing Server 11 is a comprehensive publishingsolution with multi device and batch publishing capabilities75Web helpEPUBKindleAdobe AIRPDFEclipse HelpJava HelpOracle HelpSingle sourcing, multi device publishing Schedule and automate publishingMicrosoft HTML (.chm)+ More…
  • 63. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 76DEMO
  • 64. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.CURATE77ENGAGE YOUR USER COMMUNITY
  • 65. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Making documentation social..
  • 66. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Learn more79
  • 67. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Learn! Product Reviewer’s guide hascomplete information and morethan 20 videos along with how-totasks for all the new features Watch new feature videos on ourTech Comm channels on YouTubeand Adobe TV Detailed Version comparisonchart with previous versions Extensive documentation availablein both PDF and online form inUser guide Product datasheet80
  • 68. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Play!81
  • 69. Thank you! .com/adobetcs@KapilVermaAdobeblogs.adobe.com/techcomm