LavaCon 2012 - Gaining Value From Global Content Using A CCMS
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Transcript of LavaCon 2012 - Gaining Value From Global Content Using A CCMS
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
About The Speakers
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: [email protected]
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: [email protected]
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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.
Scope and Scale
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Hewlett-Packard Company
HP Fast Facts
• Hewlett-Packard Company (NYSE: HPQ)
• Headquarters: Palo Alto, California
• HP serves more than 1 billion customers in
more than 170 countries on six continents
• HP has approximately 349,600 employees
worldwide
• HP’s 2012 Fortune 500 ranking: No. 10
• HP’s revenue for the four fiscal quarters
ended October 31, 2011: $127.2 billion
Did You Know?
• We ship more than 1 million printers per
week
• We ship 48 million PC units annually
• One out of every three servers shipped worldwide is from HP
• HP Software makes calls possible for more than 300 million mobile phone customers around the globe
• HP helps 50 million customers store and share over 4 billion photos online
• HP supports the top 200 banks and more than 130 of the world’s major stock exchanges
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
Learning Products
Learning products include:
• Software and hardware installation instructions
• Help systems
• Product operating instructions
• Troubleshooting guides
• Service manuals
• Training curriculum
Learning products are produced by HP Technical Documentation teams
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
Distributed Technical Documentation Teams
Photosmart
Officejet
LaserJet
Notebook PC
Desktop PC
Micro Server
Calculator
Monitor
Storage
Cloud Services
• 5 Major Business Groups
• Technical documentation teams aligned with individual product lines
• Each technical documentation team has its own budget and deliverable accountability
• Technical writers company wide - Approximately 1K
• Additional resources – Subject Matter Experts, Project Managers, Translators, IT Engineers, Trainers, Support Leads, Editors
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
Complexity
On-line Help
User Guide
Accessories & Networking Guide
Reference Guide
Service Manual
Getting Started Guide
Software Technical Reference
Single Topic Documents
EN
LANGUAGE (49 languages currently supported)
FR DE CH JA HE ES
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Problem ?
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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
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 downstream
Improvements In Customer Satisfaction • Total Customer Experience (TCE)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
Strategy: Utilize best in class component content management as an HP competitive advantage
Business Strategies
A 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 needs
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Solutions
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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
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 organization
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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)
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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!
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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 DTD
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is Component Content Management?
Technical documentation
Parts catalogs
User’s manuals
Knowledge centers & user assistance web sites
E-learning & training programs
Testing materials
Standards manuals
Scientific & technical materials
Dictionaries & encyclopedias
Reference material
Corporate manuals
Marketing materials
Directories
Applications include any product that needs frequent updating, repurposing, or re-publishing:
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is Component Content Management?
user guide
training course
parts catalog
tasks &
procedures references
multi-media
concepts
Content is: • Consolidated into one repository
• Stored in logical “building blocks”
• 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.
What is Component Content Management?
Content is searchable, sharable, and reusable across departments and divisions
Legal Content Type
sensitive content
Tech Comm Content Type
manuals
tutorials
catalogs
data sheets
Engineering Content Type
specs
illustrations
Marketing Content Type
brochures
product website
packaging
ads
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is Component Content Management? Manages more than just content
Mar
keti
ng
Create brochure
Edit brochure
Approve brochure
En
gin
eeri
ng
T
ech
Co
mm
Le
gal
Develop product
Test product
Create specs
Write manual
Edit manual
SME review
Approve manual
Review warnings
Approve warnings
Publish brochure
Publish manual
Tra
nsl
atio
ns
Translate manual
Processes are also managed and automated
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is Component Content Management? Manages more than just content
Projects are easily tracked and managed
Pro
ject
A
Pro
ject
B
Pro
ject
C
P
roje
ct D
Completed
On Schedule
Late
Estimated to Run Late
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
What is Component Content Management?
Legal Tech Comm Engineering Marketing
SMEs (Outside reviewers)
Translations (Vendors)
Review
Review Email
Notify
Manages more than just content Collaboration is promoted across products and projects
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing Global Content How a CCMS saves on translation costs
Topics
Product 1.0 User Guide
Product 1.1 User Guide
Product 2.0 User Guide
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
No CMS in use:
• Manuals are copied to create new manuals
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing Global Content How a CCMS saves on translation costs
Topics
Product 1.0 User Guide
Product 1.1 User Guide
Product 2.0 User Guide
Section 1 New 400 words
No change 400 words
No change 400 words
Section 2 New 400 words
No change 400 words
No change 400 words
Section 3 New 400 words
Modified 400 words
Modified 400 words
Section 4 New 400 words
No change 400 words
Modified 400 words
Totals 1600 words 1600 words 1600 words = 4800 words
No CMS in use:
• Each user guide is translated in full
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing Global Content How a CCMS saves on translation costs
Topics
Product 1.0 User Guide
Product 1.1 User Guide
Product 2.0 User Guide
Section 1 New 400 words
Reused 0 words
Reused 0 words
Section 2 New 400 words
Reused 0 words
Reused 0 words
Section 3 New 400 words
Modified 400 words
Reused v1.1 0 words
Section 4 New 400 words
Reused 0 words
Modified 400 words
Totals 1600 words 400 words 400 words = 2400 words
Topic reuse using a CCMS:
• Topics are reused rather than copied
• Unique topics are only translated once
• Higher topic reuse = higher savings in translation costs
50% topic reuse
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing Global Content How a CCMS saves on translation costs
Topics
Product 1.0 User Guide
Product 1.1 User Guide
Product 2.0 User Guide
Section 1 New 400 words
Reused 0 words
Reused 0 words
Section 2 New 400 words
Reused 0 words
Reused 0 words
Section 3 New 400 words
Modified 120 words
Reused 0 words
Section 4 New 400 words
Reused 0 words
Modified 120 words
Totals 1600 words 120 words 120 words = 1840 words
Component reuse using a CCMS:
• Reduces the translation word count even further
• Higher component reuse = higher savings in translation costs
95% component
reuse
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing Global Content How a CCMS reduces translation cycles
• Smaller packages to translate means less time spent at the translation company
• Automation of the translation process
• Using a CCMS, the average reduction in translation cycles is 80%
AUTOMATED PROCESS
Content is approved
Changed content is packaged
Packages are sent to
translators
Translations are performed
Translations are sent to CMS
Translations are loaded and
linked to base for reuse
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Implementation Of A CCMS
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
How The Solution Works
Content Repository
Translate
• Edit or assemble content from; or write new content to the repository
• Writers use XML authoring tool • Content structure defined by XML DTD • Enables 60%-90% reuse
• Content flagged for localization and returned to repository
• Localized content “twinned” with English in repository
• Translation Memories enable additional leverage
• Component content organized in a custom navigation structure
• Provides version control • English and localized content stored • Multiple collections
• Automated conversion of content into different deliverable types
• Eliminates 50%-90% manual desktop publishing costs
• XSLT Stylesheets determine deliverables (User Guide, Ref Guide, Online Help etc.)
Format
XML
Author
Store & Manage Publish
(transformation & formatting)
CHM
HTML
Extract
Localization Suppliers
XML
1
2
3
4
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 33
Multi-Organizational Content Development
Outsourced English Development Supplier
Outsourced Localization Supplier
Workstations
LaserJet
OfficeJet
Others
Business PCs
Notebooks
Digital Press
HP Internal Development
Cheetah Content
Repository
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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 requirements
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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 comprehensive training
• CCMS operations support
Content development process Artifact submittal process Advanced documentation
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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, DOM, SAX APIs
• Source code, software version, artifact, development and build management
• Quality assurance (system testing) and system documentation / training
StarTeam source code XSLT development environment Java development environment
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 37
History
October 2009 Vasont 12
Version Upgrade
2001
August 2001 Program Kickoff
2003 2004 2005 2002 2006 2007 2008 2009
August 2002 System Officially In
Production
September 2002 First Deliverable Produced
from Solution
November 2007 Data Center Migration
October 2003 New Businesses Launched
September 2005 New Businesses Launched
September 2004 Single Source
Next Generation Launch
May 2008 Vasont 11
Version Upgrade
March 2002 Application Vendor Selection Complete
April 2007 New Businesses Launched
October 2006 Expanded Outputs
e.g. Vista, HP One Voice
2010
August 2008 New Businesses Launched
March 2009 New Businesses Launched
2011
August 2011 R5
Next Generation Launch
2000 1999 2012 2013
January – December 2001 WWPC Development
January - December 2000 Headwaters Project
Implementation
November 1999 Consulting on content
structure
May – October 2012 New Business Development
October 2012 Vasont ST 2.5
Version Upgrade
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 39
Pre/Post Cost Comparison
Project Savings
• 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 Without CCM - 2002
Development: User Guide $120K
Localization: 20 languages @ $15K ea., TMs used Translation …………………$228K Project Mgt………….………$027K Desktop Publishing…...…$045K $300K -------------- Total $420K
Color MFP Printer User Guide With CCM - 2009
Development: User Guide $55K (70% + content reuse)
Localization: 35 languages @ $3.5K ea., TMs used post CCM Translation …………………$110K Project Mgt………………….$010K Desktop Publishing……...$000K $120K ------------- Total $175K
Impact (120K – 55K) + 45K = $110K savings
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 40
Impact: Technical Documentation Team Example
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 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 chain
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 42
Growth
0
100
200
300
400
500
600
700
800
900
1000
05 06 07 08 09 10 11 12 13 14
Licensed Users
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
05 06 07 08 09 10 11 12
Content In The Repository
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Value Opportunities For The Future
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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
Q & A