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

© 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


Scope and Scale


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


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


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


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

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


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)


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


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?

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:



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



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


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


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



Legal Tech Comm Engineering Marketing

SMEs (Outside reviewers)

Translations (Vendors)

Email

Review

Review Email

Notify

Manages more than just content Collaboration is promoted across products and projects


Managing Global Content How a CCMS saves on translation costs

Topics

Product 1.0 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



Topics




Section 1 New 400 words

No change 400 words

No change 400 words


No change 400 words

No change 400 words


Modified 400 words

Modified 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



Topics





Reused 0 words

Reused 0 words


Reused 0 words

Reused 0 words


Modified 400 words

Reused v1.1 0 words


Reused 0 words

Modified 400 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



Topics





Reused 0 words

Reused 0 words


Reused 0 words

Reused 0 words


Modified 120 words

Reused 0 words


Reused 0 words

Modified 120 words


Component reuse using a CCMS:

• Reduces the translation word count even further

• Higher component reuse = higher savings in translation costs

95% component

reuse


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


Implementation Of A CCMS


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

PDF

Extract

Localization Suppliers

XML

1

2

3

4


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


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 comprehensive training

• CCMS operations support

Content development process Artifact submittal process Advanced documentation


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


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


Results


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


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

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


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

Technology

hewlettpackard company

hp hp software

opportunities copyright

scale copyright

content management industry

fiscal quarters hp

pc units annuallyhp

mobile phone customers