GIM Strategy #2: Speed product delivery Extend your reach in the global marketplace Howard Schwartz, Ph. D. Chip Gettinger VP Content Technologies VP XML Solutions SDL XySoft SDL XySoft GIM Webinar Series: www.sdl.com/gim-webinar-series
Today’s Presenters Howard Schwartz, Ph. D. Chip Gettinger VP Content Technologies VP XML Solutions SDL XySoft SDL XySoft
SDL Recognized Leader in Global Information Management Award-winning and profitable with long term financial stability Publicly traded company with $250m annual revenues 80%+ of the global translation supply chain use SDL software Over 2000 employees in 50 offices across 32 countries 500+ deployments of enterprise technologies sdl.com sdltridion.com sdltrisoft.com lspzone.com translationzone.com click2translate.com freetranslation.com
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 XyEnterprise named to KM � Only company to have end-to-end solution World’s “100 Companies integrated into SDL GIM technologies that Matter” for four consecutive years � 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 XyEnterprise CCM and Dynamic Publishing � Only company able to offer end-to-end software received product innovation award content authoring, translation and publishing for four consecutive years solution
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 Global Content is Customer Created 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 � � Multiple content types Multiple communication channels � � More departments Increasing customer expectations � � More acquisitions Smaller, more targeted segments � � More brands More markets and languages � � Shorter product lifecycles More competitors to compare against � Multiple regions
Drivers To New Trends Added Pressures on Changing Expectations in Information Developers Content Consumers • Faster Product Lifecycle Changes • Want Information via the Web, Search • Growing Expectation of Bite-Size Topics • Agile - Iterative Development • “What I Need When I Need It” • Solutions Oriented • Increased Language Expectations • More Sensitivity to Customer Profiles • Community Feedback • Distributed Teams • Targeted and Tailored Information • Outsourcing • Solutions Oriented • Headcount Constraints • Impatient • “SimShip” (Simultaneous Launch) • Consistency Expectation in Support & Documentation
Drivers To New Trends Added Pressures on Changing Expectations in Information Developers Content Consumers Move to Move to dynamic XML-based authoring publishing methodology
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 From The End of Corporate Imperialism , HBR Borders, 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 Michael Porter, “How Global Companies Win Out.” In increase profitability against Competition , 302-303 international competitors? � By forcing integrated, global strategies to exploit their potential; and by having a long-term outlook investing aggressively, and managing factories carefully.
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 Strategic Approach Creates Global Business Strategic Agility by empowering Tactical � Rapid Diversification of Market Execute Strategy, Segments Short Term Low Process and Cost Infrastructure Plan � Quick Response to Changing • Invest ahead of ROI • Status Quo Customer Profiles • Put Infrastructure in place • No Changes • Model out future state • Band-Aid Approach � Integration with the Web � Expanded Number of Languages and Variations of Publications with already translated content
Massive Paradigm Shift to Adoption of XML and Dynamic Publishing Traditional Book Methodology XML and Dynamic Publishing Methodology � Content locked in context � XML Topic Methodology � Information can’t easily appear in � Content can be reshuffled for multiple multiple context and can’t be tailored products readily to audience � Same content can live in multiple outputs � High costs of formatting � Content can be delivered easily as web � Content gets out of synch and is difficult pages to consume to refresh � Metadata and conditions can allow � Customers can’t find what they need content to be tailored on the fly � Content can be easily refreshed
Topic Reuse Example • Reduces authoring effort • Reduces mistakes • Reduces review costs • Reduces localization costs
How DITA Supports Global Strategy Product Variations m1 m2 m3 m4 Variations m1 m2 m3 m4 Of Deliverables Market Segments Variations in Customer Profiles
Contracting Product Life Cycles PRD English International Shelf Release Release Life Traditional Research & Development Author Review Publish Localization Market Life • Abandoning the sequential process of Research & Development Modular writing author, review, and publish speeds process, gives more flexibility • Publish can be done in rapid cycles with publishing infrastructure Global Revenue & Market Capture Life Author Review Publish Localize
Massive Paradigm Shift to Adoption of XML and Dynamic Publishing Adoption has moved past the early adopters into the mainstream � 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)
Case Study: FICO Profile Executive Mandate Results � Global market � Moved to shared topic expansion in XML in under a year � Documentation team � Deployed centralized support for major translation memory and product re-architecture � Revenues: $822M management system with common � Standardized � Employees: 3,000 components � Global expansion with � Leading Decision terminology � Realized significant no increased Management Software translation budget � Customers in 80 increase in multilingual support with same countries budget
Two Key Initiatives for Growth Product Growth in Re-architecture Global Markets “Common” Components “Commit” Countries *CHINA (Beijing office) » Case Management *BRAZIL » Rules Authoring / Management » Security US, Canada, UK, Australia » System Administration Mexico, Spain » Data Models Germany » Reporting Japan, Korea » Scoring
Common Architecture’s Impact on Documentation Question: How do we get there? Answer: DITA! The old paradigm The new paradigm Customer Mgmt. CUSTOMER MGMT Blaze Advisor Blaze Advisor Shared Fraud C&R Model docs FRAUD Builder COLLECTIONS & RECOVERY Originations ORIGINATIONS Model Builder
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