1. Position Paper on
Value of Technical Publications in
the Storage and Backup Industry

3. Introduction
This paper presents the value and need for qualitative
TWB - Leading Technical Documentation
Technical Publications in the storage and backup
industry; to market and support the products with a Outsourcing Company
superior value proposition.
TWB is a leading technical documentation company with
Technical Publications created in the storage and
an excellent record of providing unmatched technical
backup industry include a wide variety of material such
documentation to many major multinational companies.
as user guides, white papers, case studies,
datasheets, cheat sheets, reference guides, quick
installation guides and configuration guides. TWB is the ideal choice for leading storage and backup
solution providers. TWB helps customers with all their
technical and marketing documentation needs.
These documents transfer processes and procedures
involved in using the latest solutions, upgrading of the
products and installing related software. TWB works closely with client teams located globally,
and assists them in meeting their worldwide product
announcements and launch deadlines. TWB works
Market research shows that the storage and backup
round-the-clock with client teams and help them with
industry has tremendous growth due to the rapid
quick responses that facilitate timely distribution of
increase in data capacity. Storage and backup
documents around the globe.
solutions vary with customer needs.
Storage and backup solution providers need good
documentation to support their products and services.
These support documents must be presented in a “Knowledge is people, money, learning, flexibility
professional and easily comprehensible format to and competitive advantage. Knowledge is more
achieve user acceptance. relevant to sustained business than capital or labor.
And yet knowledge remains the most neglected
asset of a business. TWB helps you unlock and
The rapid growth and the emergence of new entrants
share your technical knowledge with the world.”
each year has resulted in severe competition among
storage and backup companies. These storage and
backup companies rely on quality documentation to
support their superior solutions and to gain a
competitive edge over their competitors.
Most of the companies outsource their documentation
requirements to reduce support costs, and deliver their
solutions with quality support documents.
“TWB believes that technology cannot exist
without being communicated effectively.”
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The Writers Block www.twb.in 1

4. Storage and Backup Industry – Technical Publications
The storage and backup industry is rapidly growing and
gaining enormous traction with the constantly growing
Challenges and Solutions
need for data storage and backup solutions. According
to several market surveys, the growth of storage and Some of the greatest documentation challenges that
backup industries is exponentially increasing. most companies in the storage and backup industry
face today include:
Storage and backup solutions are deployed in most
enterprises, ranging from small businesses to large  Releasing new storage and backup solutions, with
enterprises. Companies seek storage and backup quality support documents, on time
solutions mainly to reduce capital expenses, operational
 Using optimum resources and time for creating
costs, and downtime costs, which are related to data
high quality documents for newly launched storage
storage and backup.
and backup solutions
 Reducing support costs in a multi-vendor business
A leading market research company estimated that the
environment
market for storage and backup services is currently
worth USD 2.3 billion in annual revenue, and is growing
at around 32% per annum. To overcome these challenges TWB offers a wide
range of services for:
“Between 2005 and 2010, storage demand, as  Preparing quality white papers, case studies, online
measured by terabyte capacity, has increase by 69 help, illustrations and training materials to market
percent annually.” products across the globe
─ The Gartner Report
 Providing knowledge and content management,
single sourcing, and data migration to easily
manage constant changes in the solutions
 Protecting technical and commercial data of newly
developed solutions and services
 Creating, editing, and maintaining content
Benefits
TWB supported a leading provider of Unified Storage,
for their product’s marketing documentation
requirements.
Key benefits that the company drew from TWB’s
delivery were:
 Delivery of documentation in time, enabled the
company to release its storage solutions and
services, on time
 Quality documentation enabled the company to
“Most companies say that their data growth is 40-
reduce support costs significantly
60%. Some new Web 2.0 companies say that their
 Quality documentation ensured minimal interaction
data growth is 200%”
─ Dennis Vilfort, Sun Microsystems between the company and TWB, enabling the
company’s process owners to focus on their core
functions.
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The Writers Block www.twb.in 2

5. 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 point.
product knowledge to end users in a comprehensible Hence, the style, language, and content must vary
manner. The strategies of communication and levels of depending on the type of audience being addressed. It
information vary depending on the type of product and is because every user has a specific role in the
audience. implementation and usage of the technology.
Therefore, it is important that documents be created
keeping in mind the role of the person who will use the
Providing end users with information about a product’s
document.
operation and maintenance is critical to the 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
sufficient to provide the users with quick reference
In today’s business scenario, technical publications are
information to use the application.
often developed as an afterthought. This usually results
in inaccurate and incomprehensible documentation,
which, in turn, renders the users incapable of using the For users who start without technical or product
products. knowledge, it is important to provide detailed product
information along with instructions on how to use the
product.
Accurate, readily understandable, and quality 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. Before a
product is released in the market, information about
The faulty assumptions listed below result in the product needs to be effectively communicated to
incomprehensible document: the customers.
 Developers know their products better than anyone Well-designed, accurately presented, and attractive
else – due to time constraints and limited resources, marketing collaterals increase the market prospects of
many companies assign their documentation tasks to a product and reduce support costs.
the programmers. This 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.
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The Writers Block www.twb.in 3

6. Conclusion
 Price Competitive Growth in Storage and Backup Industry: Constant data growth has resulted in a constant
need for storage and backup solutions. Competition will follow from both new companies as well as established
companies. However, the competition for providing the best solutions will be derived from innovation and
customization.
 Value of Technical Publications: Technical Publications are very essential for transferring product knowledge
to the 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 changes of marketing the products in the global markets.
 Role of Documentation Outsourcing: It is vital for the storage and backup companies to outsource their
documentation requirements, in order to reduce support costs. Hence the storage and backup companies
outsource their documentation requirements to companies that provide quality technical publication solutions.
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The Writers Block www.twb.in 4

7. TWB Services
TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allows
our customers to effectively publish their technical knowledge with their people and processes. TWB’s customers range from
Global 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors –
including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology startups.
TWB's expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Aerospace,
Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing.
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 – Products/Corporate  Layout and Design
Profile  Installation Manual
 Creating SLAs
 Brochures and marketing collateral  Interface Document
 Web content  Interactive Electronic Technical Manual
(IETM)
Business Documentation
 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
Competition  Record Management Storage and
 Installation and Configuration Guides
Retrieval
 Operations Manual  Forecasting
 Sales Force Effectiveness
 Market Assessments
 Competitive Intelligence
 Opinion Leadership
 Emerging Markets - evaluation and
research
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The Writers Block www.twb.in 5

8. TWB Software Tools Expertise
Our technical proficiency in software and authoring tools includes:
Our technical proficiency in software and authoring tools includes:
Unstructured Content XML Structured Editors Multimedia /Authoring
Development
 Epic  Adobe Flash®
 Microsoft Word®  FrameMaker+SGML  Adobe Dreamweaver®
 Adobe FrameMaker®  X-Metal®  Microsoft FrontPage®
 Adobe InDesign®  Adobe Captivate®
 QuarkXPress® Macromedia Captivate
 Adobe PageMaker® Graphics/Animations Multimedia /Authoring /
 Supporting tools
Illustrations  Adobe Flash®
 Adobe Photoshop®  Adobe Flash®
 Adobe Flash CS4 Professional  Adobe Fireworks®  Adobe Flex®
 Adobe Illustrator CS3  Adobe AIR®
 CorelDRAW Online Help  Adobe Dreamweaver®
 Microsoft-Expression Graphic  Adobe Acrobat®
Designer
 Microsoft Silverlight®
 Xara Xtreme (Windows & Linux)  JavaHelp
 Adobe Authorware®
 CuteDraw  Adobe RoboHelp 7.0
 Adobe Director®
 Publisher3D(for animation)  HelpScribble
 Adobe Captivate®
 Sketsa SVG Editor (for vector  WebWorks Publisher
 Trivantis Lectora®
graphics)  PowerCHM
 ASP.NET
 Techsmith Camtasia  Doc-To-Help
 JSP
 Arbortext IsoDraw (technical  WinCHM
illustrations for 2D and 3D)  JAVA
 HelpSmith 2.1.1(Windows)
 Fast-Help Standards
Graphics/Animation  MadCap Flare
 Help-Server
 NVU Help  SCORM 1.2 / 2004
 Adobe Flash®  AICC
 Adobe Photoshop®  W3C
XML
 Adobe Illustrator®  Section 508
 Adobe Fireworks®  QTI XML
 Microsoft Silverlight®  XMetal®
 Microsoft Word 2003®,
Databases  Microsoft Word 2007® Development and Publishing
tools
 Microsoft Access CMS/ LMS  XSLT/XSL
 Microsoft SQL Server  EDD
 Sharepoint®
Flowcharting  Moodle
 Joomla,
 WordPress
 Microsoft Visio
 Media Wiki
 iGrafx
 CMS Builder
 EDraw
 Author-it (formerly AuthorIT)
 RFFlow
 Alfresco
 Flowbreeze
 Smart Draw
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The Writers Block www.twb.in 6

9. Industries Served
TWB services a wide range of technology and knowledge-driven industries, helping them meet their markets better. These include:
TWB services a wide range of technology and knowledge driven industries, helping them meet their markets better, these
include:
 Banking, Insurance and Financial Services  ITES/ KPO/ BPO
 Consulting and Business Services  Pharmaceuticals and Biotechnology
 Defense, Aerospace and Hi-Tech Manufacturing  Process Manufacturing and Allied Industries
 Education and Learning  Steel, Ship Building, Construction and Aviation
 IT, ITES  Telecom and Digital Communications
TWB has been the preferred technical documentation outsourcing company for:
TWB has been the preferred technical documentation outsourcing company for:
The TWB Building US Office:
No: 4062, 19th Main Road, TWB
HAL 2nd Stage, 11701 Norwegian Wood Drive
Bangalore – 560008 Austin, TX 78758
India.
Landmark: Behind Carlton Towers
Telephone: Telephone:
+91.80.40741400 / +91.80.41256367 +1.512.586.8357
Corporate Enquiries: corp@twb.in
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The Writers Block www.twb.in 7