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Technical Marketing for better market
differentiation and enhanced customer
experience at moderate cost
  TWB provides technical marketing back-office support to Lenovo, Microsoft, McAfee, Citrix and
  others. We produce complex management thought papers, white papers, customer success
  stories, datasheets and other content that complement their IP and help them acquire
  customers.

  A large part of the technical marketing collaterals distributed worldwide by these companies is
  produced by TWB, in Bangalore.
  See how we help differentiate technology in the market, achieve better customer satisfaction and manage this at
  much better cost.




Technical Marketing Communication
Twb position paper_technical_marketing_comms
Introduction
This paper presents the value and the importance of
                                                                Why Technical Marketing?
technical marketing communication to position and
differentiate products of a company in a highly hyper-
competitive market.
                                                                In today’s highly competitive world, the need for and
                                                                importance of technical marketing is uncompromisable
    Technical Marketing Communication documents                 for any organization that wants to stay ahead of
    include a wide variety of marketing collaterals             competition.
    such as Technology White Papers, Case
    Studies, Datasheets, Cheat Sheets, Solution                 There are slews of new products that reach the market
    Briefs/Solution Brochures, Presentations                    each day with unthinkable and unimaginable quickness.
    -Products/Corporate Profile, Web Content, Flash             An interesting point to note in this hyper production and
    Demos, Press Releases and Newsletters.                      hyper competitive market is that multiple companies
                                                                come up with products that cater to similar needs of a
                                                                customer (products that are otherwise not easy for the
                                                                customer to differentiate). This, in turn, makes the
                                                                decision making of consumers more difficult since they
Technical marketing documents serve a dual purpose.             have to choose from a host of products that satisfy the
They highlight the technical capabilities of a company’s        same needs. Together with a number of products
product or service as well as support selling.                  reaching the market everyday, consumers are constantly
Unfortunately, documents produced by many                       bombarded with too many marketing messages and
organizations do not hold the attention of their audiences      documents. This adds to the woes of consumers.
and lack intelligent marketing techniques. They also fail
to deliver the right message to the audience with
                                                                Moreover, today there is a paradigm shift in the way
crispness, quality, and impact.
                                                                customers behave. In a world characterized by
                                                                networked communications and competition, today’s
An effective, customer-focused technical marketing              customer behavior can be summed up in the following
communication can sell your products better and faster.         way:
By effectively communicating products’ features and
benefits, technical marketing communication can aid the
                                                                   Customers define brands
customer in making a purchasing decision.
                                                                   Customers consume more customized products
Apart from providing technical information and support             Customers control when to consume information and
selling, technical marketing documents also enhance                 in which formats
your image in the eyes of your customer. Technical
                                                                Hence, effective differentiation of a company’s product
marketing documents provide you the following
                                                                from that of its competitor has become extensively
advantages:
                                                                difficult today. All companies, especially technology
                                                                companies, require effective, well-written technical
    Increase your selling opportunities                        marketing communication for two main reasons:
    Reduce marketing costs
    Reach out to potential customers                              Indispensable need for differentiation of products
                                                                    from those of competitors
    Achieve consistent, branded information across all
     materials                                                     Need to reduce the costs of acquiring new customers
                                                                    and retaining the existing customer base
    Streamline and deliver critical information to
     prospective clients                                        In short, how effectively a company communicates the
    Customize communication to provide impact                  attributes of its products/services will determine its
                                                                position in the marketplace. Delivering right messages
    Achieve an appropriate and effective marketing             about products in an appropriate manner through
     presence                                                   carefully chosen means of communication will help:
However, creation of technical marketing documents is
an uphill task as it requires sufficient expertise, technical      Establish strong relationships with customers
and marketing knowledge of the product/service                     Build strong customer base
concerned, as well as excellent writing skills. This paper
explores the importance of technical marketing                     Produce results
communication and TWB’s role and expertise in the
field.




 The Writers Block                                              www.twb.in                                                  11
The Writers Block                                             www.twb.in                                                 2

Outsourcing and Solutions

Why Outsource?                                                   TWB’ Solutions: Being Different to Help
                                                                 Differentiate

There are various reasons why a company should                   TWB is a leader in providing technical documentation
outsource its technical marketing communication                  and technical marketing communication services. TWB’s
requirements.                                                    team of highly skilled technical writers can set new
                                                                 trends, break the barriers and raise the bar for any
    Lack of product knowledge and documentation                 product through their unquestionable ability in technical
     skills: More often an organization’s sales / marketing      marketing communication. TWB understands quality
     team involved in the promotion of its products does         documentation can be the differentiator to a company’s
     not have the required documentation expertise and           product.
     the personnel involved in documentation lack product
     knowledge.                                                     Various domain experts and highly skilled
    Resultant overheads and time wastage: Not                       documentation experts: Our team of documentation
     outsourcing can result in unnecessary overheads and             experts with industry-leading experience and domain
     time wastage. Outsourcing the technical marketing               expertise will take the burden off the marketing team.
     communication requirements to an established                    TWB is equipped with the latest documentation tools
     documentation organization can prove to be                      and processes that can meet any marketing
     advantageous. It can be cost effective and produce              challenge, by providing accurate, well-written, high
     results with quicker turnaround times, allowing an              quality marketing collaterals.
     organization’s marketing team to focus on their actual         Project management and Estimation: Through our
     work.                                                           established project management system, TWB
    Full-spectrum activity: Technical marketing                     ensures that the marketing documents are produced
     documentation is a full-spectrum activity. It requires          with quicker turnaround times, without compromising
     thorough research skills, understanding of market               quality.
     behavior, analytical abilities, good writing skills and        Full-spectrum activity: TWB can take your
     dedication. In many organizations, promotion teams              marketing collaterals to a new level because TWB
     multitask without completely dedicating their time and          has a full spectrum documentation process that
     effort to creating technical marketing documents. This          involves researching, documenting, designing the
     can result in inaccurate and poor quality documents,            layout and publishing the marketing collaterals with
     which in turn will affect the performance of a product          quality.
     in the marketplace.                                            Value-added Service: Our long track record in
    A bird’s-eye view by an outsourcing partner: An                 documentation and expertise in marketing has
     outsourcing company can view the marketing needs                earned us a unique position that enables us to
     of a company dispassionately and without being                  analyze and suggest solutions that are innovative
     influenced by established processes and practices.              and effective.
     This will enable the outsourcing partner to provide
     innovative solutions, suggestions and strategies for
     marketing a company’s product.




                                                        Benefits

    Through their association with TWB, a company can produce quality, accurate, well-designed technical marketing
    documents that will help:

       Influence and inspire customers to make purchasing decisions
       Sell products faster
       Achieve quicker turnaround time
       Cut costs
       Focus on high-value work within the organization
Case Studies

                       Case Study 1: Largest Microprocessor Manufacturer



The world’s largest semiconductor chip and microprocessor maker launches a Community PC for India’s rural
population. For this product launch, the company requires marketing collaterals and user manuals to support their
product. Documentation needs to be simple, easily translatable, and user-friendly for the target audience. This task is
particularly challenging as the company needs the documentation within a span of 10 days. The company requires 10
simple, technically accurate documents, specifically designed for the target audience.

TWB works out a plan which ensures that documentation is provided in the required format and timeframe, without
quality compromise.

TWB’s team of documentation experts, monitored by an excellent project management team, reviews customer
requirements and initiates project plans that ensure high quality & delivery within set deadlines. These resources,
possessing an in-depth understanding of rural populations, work onsite and offsite towards the completion of the
project, with flexible timings to suit a customer’s every convenience. They create marketing documents that are on par
with international standards - simple, accurate, and masterful. The TWB resources are able to deliver the project
within the stipulated timeframe, with high quality and accuracy.

TWB helps companies: Market and launch product lines in time, reach out to wider rural populations with the
simplicity of documentation, achieve quality and accuracy in technical marketing communications, obtain documents
that are easily translatable, and to cut costs and save time.



                                Case Study 2: Largest PC Manufacturer

A leading manufacturer of award-winning PCs, spanning operations across continents, requires to launch their
products with supporting marketing collaterals. With a vision to capture the world market, this computer manufacturer
starts developing products. With their global teams working on the technical aspects, the in-house documentation
team busy with pre-launch marketing activities, and launch deadlines drawing closer, it becomes difficult for them to
concentrate on marketing collaterals. Time constraints further add to the company’s woes. With end-users of the PCs
ranging from individuals to large enterprises across the globe, it becomes imperative to have simple, crisp, and
accurate documentation in place, to aid easy translations for a cross section of populace. As the company is engaged
in aggressively introducing new products every two months, the need for high-quality marketing documentation with
quicker turnaround times becomes a great challenge. The company approaches TWB for documentation solutions.

TWB, reputed for its documentation expertise, formulates a team of documentation experts, marketing experts, and
quality auditors to create marketing collaterals that satisfy the specifications and exacting demands of the customer.
The entire documentation procedure goes through a process of research, comparison, analysis (competitor products,
target audience and market), documentation, and quality audition. This results in documents that are factual and
simple, with a customer-friendly marketing tone. The greatest achievement is being able to produce these marketing
collaterals in a quicker turnaround time, helping the customer meet product-launch deadlines.

The customer draws a number of benefits from TWB’s services. They are able to meet their goals in terms of product
launch and product marketing with reduced costs and effort. Sales of their products shoot up and the customer is able
to launch a range of 25 products in one year and market it with great success.




 The Writers Block                                         www.twb.in                                                33
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.
information vary depending on the type of product and       Every user has a specific role in the implementation
audience.                                                   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 document.
Providing end users with information about a product’s
operation and maintenance is critical to the market
performance of the product. Hence, the need for quality     For example, when you document a software
documentation is imperative.                                application designed for highly technical users, it is
                                                            sufficient to provide the users with quick reference
                                                            information to use the application.
In today’s business scenario, technical publications are
often developed as an afterthought. This usually results
in inaccurate and incomprehensible documentation,           For users who start without technical or product
which, in turn, renders the users incapable of using the    knowledge, it is important to provide detailed product
products.                                                   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 documents:                                 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.
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
   Datasheets                                 Administrator’s Guide                         Copy Editing and Proof Reading
   Cheat sheets                               API Document                                  Managing Writing
   Solution Briefs/Solution Brochures         Configuration Guide                           Editing Services
   Presentations – Products/Corporate         Functional Specifications Document            Layout and Design
    Profile
                                               Installation Manual                           Creating SLAs
   Brochures and marketing collateral
                                               Interface Document
   Web content
                                               Interactive Electronic Technical Manual    Business Documentation
   Audio and video scripts                     (IETM)
   Press releases                             Maintenance Manual                            Business Proposals
   Direct mail                                Online Help                                   Legal Disclaimers
   Newsletter design copy                     Operation Manual                              Policy Manuals
   Sales catalogues                           Product Demo                                  Style Guide Design
   Sales sheets                               Product Specifications Document               Template Design
                                               Product Overview Document
Business Communication                         Quick Reference Guide                      Content Management
   Short Reports                              Release Notes
                                                                                              Single Sourcing
   Proposals                                  Requirement Analysis Document
                                                                                              File Version Control
   Case Studies                               SDK Document
                                                                                              Document Naming Conventions
   Lab Reports                                Troubleshooting Manual
                                                                                              Consistent Document Formatting
   Memos                                      User Manual
                                                                                              Data Transformation
   Progress/Interim Reports                   Open Source Documentation
   Writing for Electronic Media               Programmers Guides                         Web site Development
                                               Functional Specifications Document
                                                                                              Web 2.0 development
Illustrations                               Qualitative Analytics for                         Web content
                                            Decision Support                                  Web applications
   Graphic Designing
   Info graphics                              Economic Business Research
   2D & 3D animation                          Industry Analysis                          Translation and Localization
                                               Market Opportunity Analysis
                                                                                           Services
   Line drawings and illustrations
                                               Competitive Business Analysis                 Software Translation Services
Process Documentation                          Company & Prospect Profiling                  Document Translation Services
   Workflows                                  Reporting Solutions                           Localization (L10N) Testing
   Standard Operating Procedures              Assessment of Unmet Market Needs              Internationalization (I18N) Testing
   ISO Documentation                          Status and Potential of Technologies

   CMM Documentation                          Benchmarking of Strategies Vs
                                                Competition                                Records Management
                                               Forecasting                                   Document Management Solutions
Deployment and Support
                                               Sales Force Effectiveness                     Record Management Storage and
                                               Market Assessments                             Retrieval
   Installation and Configuration Guides
                                               Competitive Intelligence
   Operations Manual
                                               Opinion Leadership
                                               Emerging Markets - evaluation and



 The Writers Block                                                  www.twb.in                                                       55
TWB Software Tools Expertise

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®
                                                Online Help
     CorelDRAW                                                                        Adobe Dreamweaver®
     Microsoft-Expression Graphic                                                     Adobe Acrobat®
      Designer                                     JavaHelp
                                                                                       Microsoft Silverlight®
     Xara Xtreme (Windows & Linux)                Adobe RoboHelp 7.0
                                                                                       Adobe Authorware®
     CuteDraw                                     HelpScribble
                                                                                       Adobe Director®
     Publisher3D(for animation)                   WebWorks Publisher
                                                                                       Adobe Captivate®
     Sketsa SVG Editor (for vector                PowerCHM
                                                                                       Trivantis Lectora®
      graphics)                                    Doc-To-Help
                                                                                       ASP.NET
     Techsmith Camtasia                           WinCHM
                                                                                       JSP
     Arbortext IsoDraw (technical                 HelpSmith 2.1.1(Windows)        Standards
      illustrations for 2D and 3D)
                                                   Fast-Help
                                                   MadCap Flare                       SCORM 1.2 / 2004
  Graphics/Animation
                                                   Help-Server                        AICC
                                                   NVU Help                           W3C
     Adobe Flash®                              XML
                                                                                       Section 508
     Adobe Photoshop®
                                                                                       QTI XML
     Adobe Illustrator®                           XMetal®
     Adobe Fireworks®                             Microsoft Word 2003®,
     Microsoft Silverlight®                       Microsoft Word 2007®            Development and Publishing
                                                                                    tools
  Databases                                     CMS/ LMS
                                                                                       XSLT/XSL
                                                                                       EDD
     Microsoft Access                             Sharepoint®
     Microsoft SQL Server                         Moodle
                                                   Joomla,
  Flowcharting                                     WordPress
                                                   Media Wiki
     Microsoft Visio                              CMS Builder
     iGrafx                                       Author-it (formerly AuthorIT)
     EDraw                                        Alfresco
     RFFlow
     Flowbreeze
     Smart Draw




 The Writers Block                                                  www.twb.in                                   66
Industries Served

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:




                                            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




 The Writers Block                                             www.twb.in                                                    77

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Twb position paper_technical_marketing_comms

  • 1. Technical Marketing for better market differentiation and enhanced customer experience at moderate cost TWB provides technical marketing back-office support to Lenovo, Microsoft, McAfee, Citrix and others. We produce complex management thought papers, white papers, customer success stories, datasheets and other content that complement their IP and help them acquire customers. A large part of the technical marketing collaterals distributed worldwide by these companies is produced by TWB, in Bangalore. See how we help differentiate technology in the market, achieve better customer satisfaction and manage this at much better cost. Technical Marketing Communication
  • 3. Introduction This paper presents the value and the importance of Why Technical Marketing? technical marketing communication to position and differentiate products of a company in a highly hyper- competitive market. In today’s highly competitive world, the need for and importance of technical marketing is uncompromisable Technical Marketing Communication documents for any organization that wants to stay ahead of include a wide variety of marketing collaterals competition. such as Technology White Papers, Case Studies, Datasheets, Cheat Sheets, Solution There are slews of new products that reach the market Briefs/Solution Brochures, Presentations each day with unthinkable and unimaginable quickness. -Products/Corporate Profile, Web Content, Flash An interesting point to note in this hyper production and Demos, Press Releases and Newsletters. hyper competitive market is that multiple companies come up with products that cater to similar needs of a customer (products that are otherwise not easy for the customer to differentiate). This, in turn, makes the decision making of consumers more difficult since they Technical marketing documents serve a dual purpose. have to choose from a host of products that satisfy the They highlight the technical capabilities of a company’s same needs. Together with a number of products product or service as well as support selling. reaching the market everyday, consumers are constantly Unfortunately, documents produced by many bombarded with too many marketing messages and organizations do not hold the attention of their audiences documents. This adds to the woes of consumers. and lack intelligent marketing techniques. They also fail to deliver the right message to the audience with Moreover, today there is a paradigm shift in the way crispness, quality, and impact. customers behave. In a world characterized by networked communications and competition, today’s An effective, customer-focused technical marketing customer behavior can be summed up in the following communication can sell your products better and faster. way: By effectively communicating products’ features and benefits, technical marketing communication can aid the  Customers define brands customer in making a purchasing decision.  Customers consume more customized products Apart from providing technical information and support  Customers control when to consume information and selling, technical marketing documents also enhance in which formats your image in the eyes of your customer. Technical Hence, effective differentiation of a company’s product marketing documents provide you the following from that of its competitor has become extensively advantages: difficult today. All companies, especially technology companies, require effective, well-written technical  Increase your selling opportunities marketing communication for two main reasons:  Reduce marketing costs  Reach out to potential customers  Indispensable need for differentiation of products from those of competitors  Achieve consistent, branded information across all materials  Need to reduce the costs of acquiring new customers and retaining the existing customer base  Streamline and deliver critical information to prospective clients In short, how effectively a company communicates the  Customize communication to provide impact attributes of its products/services will determine its position in the marketplace. Delivering right messages  Achieve an appropriate and effective marketing about products in an appropriate manner through presence carefully chosen means of communication will help: However, creation of technical marketing documents is an uphill task as it requires sufficient expertise, technical  Establish strong relationships with customers and marketing knowledge of the product/service  Build strong customer base concerned, as well as excellent writing skills. This paper explores the importance of technical marketing  Produce results communication and TWB’s role and expertise in the field. The Writers Block www.twb.in 11
  • 4. The Writers Block www.twb.in 2 Outsourcing and Solutions Why Outsource? TWB’ Solutions: Being Different to Help Differentiate There are various reasons why a company should TWB is a leader in providing technical documentation outsource its technical marketing communication and technical marketing communication services. TWB’s requirements. team of highly skilled technical writers can set new trends, break the barriers and raise the bar for any  Lack of product knowledge and documentation product through their unquestionable ability in technical skills: More often an organization’s sales / marketing marketing communication. TWB understands quality team involved in the promotion of its products does documentation can be the differentiator to a company’s not have the required documentation expertise and product. the personnel involved in documentation lack product knowledge.  Various domain experts and highly skilled  Resultant overheads and time wastage: Not documentation experts: Our team of documentation outsourcing can result in unnecessary overheads and experts with industry-leading experience and domain time wastage. Outsourcing the technical marketing expertise will take the burden off the marketing team. communication requirements to an established TWB is equipped with the latest documentation tools documentation organization can prove to be and processes that can meet any marketing advantageous. It can be cost effective and produce challenge, by providing accurate, well-written, high results with quicker turnaround times, allowing an quality marketing collaterals. organization’s marketing team to focus on their actual  Project management and Estimation: Through our work. established project management system, TWB  Full-spectrum activity: Technical marketing ensures that the marketing documents are produced documentation is a full-spectrum activity. It requires with quicker turnaround times, without compromising thorough research skills, understanding of market quality. behavior, analytical abilities, good writing skills and  Full-spectrum activity: TWB can take your dedication. In many organizations, promotion teams marketing collaterals to a new level because TWB multitask without completely dedicating their time and has a full spectrum documentation process that effort to creating technical marketing documents. This involves researching, documenting, designing the can result in inaccurate and poor quality documents, layout and publishing the marketing collaterals with which in turn will affect the performance of a product quality. in the marketplace.  Value-added Service: Our long track record in  A bird’s-eye view by an outsourcing partner: An documentation and expertise in marketing has outsourcing company can view the marketing needs earned us a unique position that enables us to of a company dispassionately and without being analyze and suggest solutions that are innovative influenced by established processes and practices. and effective. This will enable the outsourcing partner to provide innovative solutions, suggestions and strategies for marketing a company’s product. Benefits Through their association with TWB, a company can produce quality, accurate, well-designed technical marketing documents that will help:  Influence and inspire customers to make purchasing decisions  Sell products faster  Achieve quicker turnaround time  Cut costs  Focus on high-value work within the organization
  • 5. Case Studies Case Study 1: Largest Microprocessor Manufacturer The world’s largest semiconductor chip and microprocessor maker launches a Community PC for India’s rural population. For this product launch, the company requires marketing collaterals and user manuals to support their product. Documentation needs to be simple, easily translatable, and user-friendly for the target audience. This task is particularly challenging as the company needs the documentation within a span of 10 days. The company requires 10 simple, technically accurate documents, specifically designed for the target audience. TWB works out a plan which ensures that documentation is provided in the required format and timeframe, without quality compromise. TWB’s team of documentation experts, monitored by an excellent project management team, reviews customer requirements and initiates project plans that ensure high quality & delivery within set deadlines. These resources, possessing an in-depth understanding of rural populations, work onsite and offsite towards the completion of the project, with flexible timings to suit a customer’s every convenience. They create marketing documents that are on par with international standards - simple, accurate, and masterful. The TWB resources are able to deliver the project within the stipulated timeframe, with high quality and accuracy. TWB helps companies: Market and launch product lines in time, reach out to wider rural populations with the simplicity of documentation, achieve quality and accuracy in technical marketing communications, obtain documents that are easily translatable, and to cut costs and save time. Case Study 2: Largest PC Manufacturer A leading manufacturer of award-winning PCs, spanning operations across continents, requires to launch their products with supporting marketing collaterals. With a vision to capture the world market, this computer manufacturer starts developing products. With their global teams working on the technical aspects, the in-house documentation team busy with pre-launch marketing activities, and launch deadlines drawing closer, it becomes difficult for them to concentrate on marketing collaterals. Time constraints further add to the company’s woes. With end-users of the PCs ranging from individuals to large enterprises across the globe, it becomes imperative to have simple, crisp, and accurate documentation in place, to aid easy translations for a cross section of populace. As the company is engaged in aggressively introducing new products every two months, the need for high-quality marketing documentation with quicker turnaround times becomes a great challenge. The company approaches TWB for documentation solutions. TWB, reputed for its documentation expertise, formulates a team of documentation experts, marketing experts, and quality auditors to create marketing collaterals that satisfy the specifications and exacting demands of the customer. The entire documentation procedure goes through a process of research, comparison, analysis (competitor products, target audience and market), documentation, and quality audition. This results in documents that are factual and simple, with a customer-friendly marketing tone. The greatest achievement is being able to produce these marketing collaterals in a quicker turnaround time, helping the customer meet product-launch deadlines. The customer draws a number of benefits from TWB’s services. They are able to meet their goals in terms of product launch and product marketing with reduced costs and effort. Sales of their products shoot up and the customer is able to launch a range of 25 products in one year and market it with great success. The Writers Block www.twb.in 33
  • 6. 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. information vary depending on the type of product and Every user has a specific role in the implementation audience. 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 document. Providing end users with information about a product’s operation and maintenance is critical to the market performance of the product. Hence, the need for quality For example, when you document a software documentation is imperative. application designed for highly technical users, it is sufficient to provide the users with quick reference information to use the application. In today’s business scenario, technical publications are often developed as an afterthought. This usually results in inaccurate and incomprehensible documentation, For users who start without technical or product which, in turn, renders the users incapable of using the knowledge, it is important to provide detailed product products. 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 documents: 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.
  • 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  Datasheets  Administrator’s Guide  Copy Editing and Proof Reading  Cheat sheets  API Document  Managing Writing  Solution Briefs/Solution Brochures  Configuration Guide  Editing Services  Presentations – Products/Corporate  Functional Specifications Document  Layout and Design Profile  Installation Manual  Creating SLAs  Brochures and marketing collateral  Interface Document  Web content  Interactive Electronic Technical Manual Business Documentation  Audio and video scripts (IETM)  Press releases  Maintenance Manual  Business Proposals  Direct mail  Online Help  Legal Disclaimers  Newsletter design copy  Operation Manual  Policy Manuals  Sales catalogues  Product Demo  Style Guide Design  Sales sheets  Product Specifications Document  Template Design  Product Overview Document Business Communication  Quick Reference Guide Content Management  Short Reports  Release Notes  Single Sourcing  Proposals  Requirement Analysis Document  File Version Control  Case Studies  SDK Document  Document Naming Conventions  Lab Reports  Troubleshooting Manual  Consistent Document Formatting  Memos  User Manual  Data Transformation  Progress/Interim Reports  Open Source Documentation  Writing for Electronic Media  Programmers Guides Web site Development  Functional Specifications Document  Web 2.0 development Illustrations Qualitative Analytics for  Web content Decision Support  Web applications  Graphic Designing  Info graphics  Economic Business Research  2D & 3D animation  Industry Analysis Translation and Localization  Market Opportunity Analysis Services  Line drawings and illustrations  Competitive Business Analysis  Software Translation Services Process Documentation  Company & Prospect Profiling  Document Translation Services  Workflows  Reporting Solutions  Localization (L10N) Testing  Standard Operating Procedures  Assessment of Unmet Market Needs  Internationalization (I18N) Testing  ISO Documentation  Status and Potential of Technologies  CMM Documentation  Benchmarking of Strategies Vs Competition Records Management  Forecasting  Document Management Solutions Deployment and Support  Sales Force Effectiveness  Record Management Storage and  Market Assessments Retrieval  Installation and Configuration Guides  Competitive Intelligence  Operations Manual  Opinion Leadership  Emerging Markets - evaluation and The Writers Block www.twb.in 55
  • 8. TWB Software Tools Expertise 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® Online Help  CorelDRAW  Adobe Dreamweaver®  Microsoft-Expression Graphic  Adobe Acrobat® Designer  JavaHelp  Microsoft Silverlight®  Xara Xtreme (Windows & Linux)  Adobe RoboHelp 7.0  Adobe Authorware®  CuteDraw  HelpScribble  Adobe Director®  Publisher3D(for animation)  WebWorks Publisher  Adobe Captivate®  Sketsa SVG Editor (for vector  PowerCHM  Trivantis Lectora® graphics)  Doc-To-Help  ASP.NET  Techsmith Camtasia  WinCHM  JSP  Arbortext IsoDraw (technical  HelpSmith 2.1.1(Windows) Standards illustrations for 2D and 3D)  Fast-Help  MadCap Flare  SCORM 1.2 / 2004 Graphics/Animation  Help-Server  AICC  NVU Help  W3C  Adobe Flash® XML  Section 508  Adobe Photoshop®  QTI XML  Adobe Illustrator®  XMetal®  Adobe Fireworks®  Microsoft Word 2003®,  Microsoft Silverlight®  Microsoft Word 2007® Development and Publishing tools Databases CMS/ LMS  XSLT/XSL  EDD  Microsoft Access  Sharepoint®  Microsoft SQL Server  Moodle  Joomla, Flowcharting  WordPress  Media Wiki  Microsoft Visio  CMS Builder  iGrafx  Author-it (formerly AuthorIT)  EDraw  Alfresco  RFFlow  Flowbreeze  Smart Draw The Writers Block www.twb.in 66
  • 9. Industries Served 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: 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 The Writers Block www.twb.in 77