Gaining Value From Global Content          Using A CCMS    Suzanne Mescan & Brent Murphy          October 7th, 2012
About The Speakers                Suzanne Mescan                •       Vice President of Marketing, Vasont Systems       ...
Introduction                                                                                                              ...
Scope and Scale© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to c...
Hewlett-Packard Company                                                                          HP Fast Facts            ...
Learning Products    Learning products are produced by HP Technical    Documentation teams     Learning products include: ...
Distributed Technical Documentation Teams    Photosmart                                                      Notebook PC  ...
Scope    •   HP Technical Documentation teams specializing in        different types of products (hardware & software)    ...
Complexity                                                                                                                ...
Problem ?© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change ...
The Problem• Manually intensive technical writing processes• Escalating English development costs ($200K per project)• Esc...
Business Goals (Our Initial Value Proposition)Cost Savings And Impact• English development, localization, production/publi...
Business StrategiesStrategy: Utilize best in class component content management as an HP competitive advantageA Content Ma...
Solutions© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change ...
The Solution                                                                                  • Required a standardized ma...
What Is XML?     eXtensible Markup Language:     •     Is a markup language that places identification and structure on co...
Examples Of XML     Raw XML (Color used to better see content vs. tagging)      XML in Arbortext Editor (note that you can...
What Are The Benefits Of XML?     •     XML separates content from output form, so the same content can be applied to diff...
XML Structure – DTD’s     HP’s XML structure is enforced by DTDs (Document Type Definitions)     •         A DTD is a set ...
What is Component Content Management?Applications include any product that needs frequentupdating, repurposing, or re-publ...
What is Component ContentManagement?                                                                                      ...
What is Component Content Management?Content is searchable, sharable, and reusable acrossdepartments and divisions        ...
What is Component Content Management?                Manages more than just content                                       ...
What is Component Content Management?        Manages more than just content                                               ...
What is Component Content Management? Manages more than just content                                Collaboration is promo...
Managing Global ContentHow a CCMS saves on translation costsNo CMS in use:                                                ...
Managing Global ContentHow a CCMS saves on translation costsNo CMS in use:                                                ...
Managing Global ContentHow a CCMS saves on translation costsTopic reuse using aCCMS:                                      ...
Managing Global ContentHow a CCMS saves on translation costsComponent reuse using a                                       ...
Managing Global ContentHow a CCMS reduces translation cycles•           Smaller packages to translate means less time spen...
Implementation Of A CCMS© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is sub...
How The Solution Works                                                                                               4    ...
Multi-Organizational Content Development       HP Internal Development                                                    ...
Content Structure• Proprietary and patented content  structure specifically designed to  meet HP Technical Documentation  ...
Business Process Perspective•    CCMS business process analysis and     support, including•    Content development, kernel...
Development Perspective•      System, information and application       architecture modeling•      XML / XSL domain exper...
History                                                September 2002                                          First Deliv...
Results© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change wi...
Project SavingsPre/Post Cost Comparison•       Development of one 220 page User Guide•       Purple = CCM Impact ($110,000...
Impact: Technical Documentation Team Example40   © Copyright 2012 Hewlett-Packard Development Company, L.P. The informatio...
Results Productivity Gains     • Increased the number of Technical Documentation deliverables on reduced budgets and      ...
Growth                                          Licensed Users                                                            ...
Value Opportunities For The Future© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained her...
The Future• Expand the scope of content and information you  can manage (integrating consistent information)• Delivery of ...
Q&A45   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change w...
Thank you© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change ...
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LavaCon 2012 - Gaining Value From Global Content Using A CCMS

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Suzanne Mescan and Brent Murphy share their experience regarding the value propositions of implementing and utilizing a CCMS to manage technical documentation for a global audience

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LavaCon 2012 - Gaining Value From Global Content Using A CCMS

  1. 1. Gaining Value From Global Content Using A CCMS Suzanne Mescan & Brent Murphy October 7th, 2012
  2. 2. About The Speakers Suzanne Mescan • Vice President of Marketing, Vasont Systems • 25 years of information management and publishing experience • Has authored numerous published materials related to best practices within the content management industry • Resides: Emigsville, Pennsylvania • Email: smescan@vasont.com Brent Murphy • Operations Manager, Hewlett-Packard Company • 16 years of content management experience • 12 years of XML component content management experience • Resides: Boise, Idaho • Email: brent.murphy@hp.com2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  3. 3. Introduction • We will share HP’s story regarding the value proposition of implementing and utilizing a CCMS to manage technical documentation for a global audience • We will also examine and share our thoughts on additional value propositions that exist today and how companies who utilize a CCMS can benefit from those opportunities© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  4. 4. Scope and Scale© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  5. 5. Hewlett-Packard Company HP Fast Facts Did You Know? • Hewlett-Packard Company (NYSE: HPQ) • We ship more than 1 million printers per week • Headquarters: Palo Alto, California • We ship 48 million PC units annually • HP serves more than 1 billion customers in • One out of every three servers shipped more than 170 countries on six continents worldwide is from HP • HP Software makes calls possible for more • HP has approximately 349,600 employees than 300 million mobile phone customers worldwide around the globe • HP’s 2012 Fortune 500 ranking: No. 10 • HP helps 50 million customers store and share over 4 billion photos online • HP’s revenue for the four fiscal quarters • HP supports the top 200 banks and more ended October 31, 2011: $127.2 billion than 130 of the world’s major stock exchanges5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  6. 6. Learning Products Learning products are produced by HP Technical Documentation teams Learning products include: • Software and hardware installation instructions • Help systems • Product operating instructions • Troubleshooting guides • Service manuals • Training curriculum6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  7. 7. Distributed Technical Documentation Teams Photosmart Notebook PC Monitor • 5 Major Business Groups • Technical documentation teams aligned with individual product lines • Each technical documentation team has Desktop PC its own budget and deliverable Calculator accountabilityMicro Server Officejet • Technical writers company wide - Approximately 1K • Additional resources – Subject Matter Experts, Project Managers, Translators, Storage IT Engineers, Trainers, Support Leads, Editors Cloud Services LaserJet 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  8. 8. Scope • HP Technical Documentation teams specializing in different types of products (hardware & software) • Aggregates independent technical publication teams who simultaneously produce learning products deliverables for different product lines • Pan HP solution for building learning products • Global footprint (individual usage within 24 different countries)8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  9. 9. Complexity LANGUAGE (49 languages currently supported) EN FR DE JA CH HE ES On-line Help User Guide Accessories & Networking Guide Reference Guide Service Manual Getting Started Guide Software Technical Reference Single Topic Documents9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  10. 10. Problem ?© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  11. 11. The Problem• Manually intensive technical writing processes• Escalating English development costs ($200K per project)• Escalating localization costs ($1M per project)• Escalating desktop publishing costs (expanding language set – 49 languages supported today)• Standard tools unable to support all languages (e.g. Hebrew, Arabic, etc.)• Rampant growth in the number of product introductions• Shorter product development life cycles• Rampant rewriting of content – inconsistent customer experience along with poor content usability• Inefficient use of resources• Bundling• Recognized need to focus more on the value on the content versus the appearance. Less time on formatting – more time on topic based authoring• Plug & Play rendering capabilities (easier expansion of deliverables by no longer being application dependent• Broad production base – needed consistent repeatable process for multiple vendors© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  12. 12. Business Goals (Our Initial Value Proposition)Cost Savings And Impact• English development, localization, production/publication (desktop publishing)Process Efficiencies• Increase number of deliverables while maintaining budget and resources• Increase number of localized languages while maintaining budget and resources• Cycle time savings – increased time-to-market• Process and content leverage efficiencies downstreamImprovements In Customer Satisfaction• Total Customer Experience (TCE)12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  13. 13. Business StrategiesStrategy: Utilize best in class component content management as an HP competitive advantageA Content Management Solution Which:• Optimizes content reuse• Meets the business output deliverable requirements• Meets the business localization requirements• Optimizes content leverage to partner organizations• Is available to all organizations• Can grow to meet anticipated future business needs13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  14. 14. Solutions© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  15. 15. The Solution • Required a standardized markup language. We chose XML (produce content that is application independent) • Module based architecture where different applications could be swapped easily (e.g. Xmetal, Arbortext Editor, RenderX, AntennaHouse XSL Formatter). Utilization of best in class applications for authorizing and production • Phased production environment (authoring, storage/reuse, translation & localization, formatting/rendering) XML allows us to move content from one phase to the other seamlessly. Each phase is independent • Eliminate content conversion costs in the future through XML (proprietary content formats holds you hostage to technology) • Flexibility to use new delivery mechanisms if needed for new output • Single sourcing of content in order to deliver to multiple products • Consistent content utilized by multiple deliverables in order to improve the customer experience • Industry standard provides broader base of vendors and technology to choose from • XML is Unicode based which makes it efficient at identifying localized content • Staged approach to implementation (Desktop publishing solution provided cost savings used to implement CCMS • Vasont in combination with other applications gave us all of the requirements needed© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  16. 16. What Is XML? eXtensible Markup Language: • Is a markup language that places identification and structure on content • Consists of intermingled character data and markup • Is similar to HTML, except that XML tags and structure do not conform to a universal standard. They can be defined according to the needs of the organization16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  17. 17. Examples Of XML Raw XML (Color used to better see content vs. tagging) XML in Arbortext Editor (note that you can “see” the graphic)17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  18. 18. What Are The Benefits Of XML? • XML separates content from output form, so the same content can be applied to different outputs such as PDFs, HTML, help files, and more!18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  19. 19. XML Structure – DTD’s HP’s XML structure is enforced by DTDs (Document Type Definitions) • A DTD is a set of rules that define the structure of content • A DTD defines tags and attributes used to describe content in an XML file and to indicate where each tag is allowed or required • XML files are mapped to the DTD to ensure valid structure • HP’s DTDs cannot be modified by users. Only the development team can modify the DTD19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  20. 20. What is Component Content Management?Applications include any product that needs frequentupdating, repurposing, or re-publishing:  Technical documentation  Scientific & technical materials  Parts catalogs  Dictionaries & encyclopedias  User’s manuals  Reference material  Knowledge centers & user  Corporate manuals assistance web sites  Marketing materials  E-learning & training programs  Directories  Testing materials  Standards manuals© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  21. 21. What is Component ContentManagement? concepts tasks & procedures references multi- mediaContent is:• Consolidated into one repository user training parts• Stored in logical “building blocks” guide course catalog• Stored as a single source• Marked up in a standard structure (XML)• Reused, “mixed and matched” to build many different publications• Published to many different media channels• Published in many different languages© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  22. 22. What is Component Content Management?Content is searchable, sharable, and reusable acrossdepartments and divisions Tech Comm Content Type Marketing Content Type Engineering Content Type Legal Content Type manuals brochures tutorials product website specs catalogs packaging illustrations data sheets sensitive content ads© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  23. 23. What is Component Content Management? Manages more than just content Processes are alsoEngineering Develop Test Create product product specs managed and automatedMarketing Create Edit Approve Publish brochure brochure brochure brochureTech Comm Write Edit SME Approve Publish manual manual review manual manual Review ApproveLegal warnings warningsTranslations Translate manual © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  24. 24. What is Component Content Management? Manages more than just content Projects are easily tracked and managedProject A CompletedProject B On ScheduleProject C LateProject D Estimated to Run Late © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  25. 25. What is Component Content Management? Manages more than just content Collaboration is promoted across products and projects Email Notify Engineering Tech Comm Legal Marketing Review Review Email SMEs Translations (Vendors) (Outside reviewers)© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  26. 26. Managing Global ContentHow a CCMS saves on translation costsNo CMS in use: Product 1.0 Product 1.1 Product 2.0• Manuals are copied Topics User Guide User Guide User Guide to create new manuals Section 1 New No change No change Section 2 New No change No change Section 3 New Modified Modifed Section 4 New No change Modified© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  27. 27. Managing Global ContentHow a CCMS saves on translation costsNo CMS in use: Product 1.0 Product 1.1 Product 2.0• Each user guide is Topics User Guide User Guide User Guide translated in full New No change No change Section 1 400 words 400 words 400 words New No change No change Section 2 400 words 400 words 400 words New Modified Modified Section 3 400 words 400 words 400 words New No change Modified Section 4 400 words 400 words 400 words Totals 1600 words 1600 words 1600 words = 4800 words© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  28. 28. Managing Global ContentHow a CCMS saves on translation costsTopic reuse using aCCMS: Topics Product 1.0 User Guide Product 1.1 User Guide Product 2.0 User Guide• Topics are reused New Reused Reused Section 1 rather than copied 400 words 0 words 0 words• Unique topics are only Section 2 New 400 words Reused 0 words Reused 0 words 50% topic translated once Section 3 New Modified Reused v1.1 reuse 400 words 400 words 0 words• Higher topic reuse = New Reused Modified higher savings in Section 4 400 words 0 words 400 words translation costs Totals 1600 words 400 words 400 words = 2400 words© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  29. 29. Managing Global ContentHow a CCMS saves on translation costsComponent reuse using a Product 1.0 Product 1.1 Product 2.0CCMS: Topics User Guide User Guide User Guide• Reduces the Section 1 New Reused Reused translation word count 400 words 0 words 0 words New Reused Reused even further Section 2 400 words 0 words 0 words 95% component• Higher component Section 3 New 400 words Modified 120 words Reused 0 words reuse reuse = higher savings New Reused Modified in translation costs Section 4 400 words 0 words 120 words Totals 1600 words 120 words 120 words = 1840 words© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  30. 30. Managing Global ContentHow a CCMS reduces translation cycles• Smaller packages to translate means less time spent at the translation company• Automation of the translation process AUTOMATED PROCESS Translations are Changed Packages are Content is Translations are Translations are loaded and content is sent to approved performed sent to CMS linked to base packaged translators for reuse• Using a CCMS, the average reduction in translation cycles is 80%© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  31. 31. Implementation Of A CCMS© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  32. 32. How The Solution Works 4 Localization Suppliers 1 Author • Content flagged for localization and CHM returned to repository • Localized content “twinned” with • Edit or assemble content from; or write English in repository new content to the repository • Translation Memories enable additional • Writers use XML authoring tool leverage • Content structure defined by XML DTD Translate • Enables 60%-90% reuse Format HTML Extract XML XML Content Repository 3 Publish 2 Store & Manage (transformation & formatting) PDF • Automated conversion of content into different deliverable types • Component content organized in a custom navigation • Eliminates 50%-90% manual desktop structure publishing costs • Provides version control • XSLT Stylesheets determine deliverables • English and localized content stored (User Guide, Ref Guide, Online Help etc.) • Multiple collections © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  33. 33. Multi-Organizational Content Development HP Internal Development Outsourced English Development Supplier Workstations LaserJet OfficeJet Digital Press Outsourced Localization Supplier Notebooks Business PCs Others Cheetah Content Repository33 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  34. 34. Content Structure• Proprietary and patented content structure specifically designed to meet HP Technical Documentation requirements• Optimized for content development, content reuse, localization and in- box deliverable production• Extensible model to accommodate new content and deliverable business requirements34 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  35. 35. Business Process Perspective• CCMS business process analysis and support, including• Content development, kernel management, localization hand-off, production processes• CCMS Business production contingency services• User / advanced documentation and Content development process Artifact submittal process comprehensive training Advanced documentation• CCMS operations support35 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  36. 36. Development Perspective• System, information and application architecture modeling• XML / XSL domain experience and expert in rendition and output composition• Agile application development and customization in XSLT, Java, ACL, JavaScript, C#, VB.NET, Python, SAXON, StarTeam source code XSLT development environment DOM, SAX APIs Java development environment• Source code, software version, artifact, development and build management• Quality assurance (system testing) and system documentation / training36 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  37. 37. History September 2002 First Deliverable Produced from Solution May 2008 Vasont 11 October 2006 Version Upgrade August 2011 March 2002 Expanded Outputs November 1999 R5 Application Vendor October 2003 e.g. Vista, HP One VoiceConsulting on content Next Generation Selection Complete New Businesses Launched structure Launch November 2007 October 2009 September 2005 Data Center Migration Vasont 12 October 2012 January – December 2001 New Businesses Launched Version Upgrade Vasont ST 2.5 WWPC Development Version Upgrade1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 August 2001 Program Kickoff August 2008 New Businesses Launched May – October 2012 September 2004 New Business August 2002 April 2007 Single Source Development January - December 2000 System Officially In New Businesses Launched Next Generation Headwaters Project Production Launch Implementation March 2009 New Businesses Launched 37 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  38. 38. Results© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  39. 39. Project SavingsPre/Post Cost Comparison• Development of one 220 page User Guide• Purple = CCM Impact ($110,000 savings per product manual with 15 additional languages added) Color MFP Printer User Guide Color MFP Printer User Guide Without CCM - 2002 With CCM - 2009 Development: User Guide $120K Development: User Guide $55K (70% + content reuse) Localization: Localization: 20 languages @ $15K ea., 35 languages @ $3.5K ea., TMs used TMs used post CCM Translation …………………$228K Translation …………………$110K Project Mgt………….………$027K Project Mgt………………….$010K Desktop Publishing…...…$045K Desktop Publishing……...$000K $300K $120K -------------- ------------- Total $420K Total $175K Impact (120K – 55K) + 45K = $110K savings39 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  40. 40. Impact: Technical Documentation Team Example40 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  41. 41. Results Productivity Gains • Increased the number of Technical Documentation deliverables on reduced budgets and resources • Saved 4-6 weeks of cycle time used by the lab for product development • Solution manages 120.7 million unique components of which 86% are reused Cost Savings -- $62M+ To Date (FY02 – FY12) • 40% cost savings per business upon implementation • Automated formatting & conversion eliminates manual desktop publishing • Content reuse (English & Localization) Improved Quality • Starting content development later means more time for product designs to solidify, fewer changes, higher quality • Reuse has improved the consistency of English and Localized content as it is utilized throughout the content value chain41 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  42. 42. Growth Licensed Users Content In The Repository 1000 140,000,000 900 120,000,000 800 100,000,000 700 600 80,000,000 500 60,000,000 400 300 40,000,000 200 20,000,000 100 0 0 05 06 07 08 09 10 11 12 13 14 05 06 07 08 09 10 11 1242 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  43. 43. Value Opportunities For The Future© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  44. 44. The Future• Expand the scope of content and information you can manage (integrating consistent information)• Delivery of information in many different ways (web, mobile, hardcopy). Efficient way to deliver information to lots of endpoints and formats in automated fashion.• Expansion across functional organizations (e.g. training, marketing, support, legal)• Shared resource pools• Doing more with the resources you have• Broader pool of resources and application solutions to draw from• Ability to keep content fresh and updated© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  45. 45. Q&A45 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  46. 46. Thank you© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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