LavaCon 2012 - Gaining Value From Global Content Using A CCMS

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
• 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.com

2 © 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


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
exchanges


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 curriculum


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
accountability
Micro 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


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)


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 Documents


Problem ?


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

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)


Business Strategies
Strategy: Utilize best in class component content management as an HP competitive advantage

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


Solutions


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


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


Examples Of XML
Raw XML (Color used to better see content vs. tagging)

XML in Arbortext Editor (note that you can “see” the graphic)


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!


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


What is Component Content Management?
Applications include any product that needs frequent
updating, 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

What is Component Content
Management? concepts
tasks &
procedures
references
multi-
media

Content 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

Content is searchable, sharable, and reusable across
departments 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


Manages more than just content
Processes are also
Engineering

Develop Test Create
product product specs

managed and
automated
Marketing

Create Edit Approve Publish
brochure brochure brochure brochure
Tech Comm

Write Edit SME Approve Publish
manual manual review manual manual

Review Approve
Legal

warnings warnings
Translations

Translate
manual


Projects are easily tracked and managed
Project A

Completed
Project B

On Schedule
Project C

Late
Project D

Estimated to Run Late


Collaboration is promoted across products and projects
Email Notify

Engineering Tech Comm Legal Marketing

Review

Review Email

SMEs Translations (Vendors)
(Outside reviewers)


Managing Global Content
How a CCMS saves on translation costs
No 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


No CMS in use:
• 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

New Modified Modified
Section 3

New No change Modified
Section 4

Totals 1600 words 1600 words 1600 words = 4800 words


Topic reuse using a
CCMS: 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
• Higher topic reuse =
New Reused Modified
higher savings in Section 4

translation costs Totals 1600 words 400 words 400 words = 2400 words


Component reuse using a
CCMS: Topics User Guide User Guide User Guide

• Reduces the Section 1 New Reused Reused
translation word count

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

Totals 1600 words 120 words 120 words = 1840 words


How 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%

Implementation Of A CCMS


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


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
Repository

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


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 support


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 / training


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 Voice
Consulting 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 Upgrade

1999 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


Results


Project Savings
Pre/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 savings


Impact: Technical Documentation Team Example


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


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 12


Value Opportunities For The Future


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


Q&A


Thank you


LavaCon 2012 - Gaining Value From Global Content Using A CCMS

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